Seedlip launches into Waitrose

By Michelle Perrett

Published: 18 September, 2018

Seedlip, the distilled non-alcoholic spirit, has launched its range into Waitrose supermarkets in what has been described as a “milestone”.

This sees the market leader in the growing non-alcoholic category now have national distribution in the supermarket sector.

All three Seedlip spirits are available to purchase in store at all major and selected Waitrose supermarkets, as well as through Waitrose.com.

Seedlip’s current portfolio includes Seedlip Garden 108; Seedlip Spice 94 and Seedlip Grove 42. The most recent addition, Seedlip Grove 42, will be exclusively stocked with the supermarket chain. All three retail at £27.99.

Seedlip founder Ben Branson said: “A national retail portfolio presence in Waitrose, driven by increased public demand, is a huge milestone for both Seedlip and the category. Very exciting.”

Seedlip launched in November 2015 and is now stocked in over 6,000 venues. Quickly after launch it was an immediate sell-out in London’s Selfridges. It is now available in over 15 international cities, over 250 Michelin restaurants including The Fat Duck and Eleven Madison Park as well as the world’s top cocktail bars including The Dead Rabbit, Dandelyan, and The American Bar at The Savoy.

Following the success of Seedlip there have been new entrants into the non-alcoholic spirits category.

In July, Pernod Ricard UK signed a deal as the exclusive UK distributor of non-alcoholic ‘gin’ brand Ceder’s. A 50cl bottle is already available in Sainsbury’s supermarket chain.

Seedlip was founded by Ben Branson in his kitchen in the woods with a small copper still and a copy of The Art of Distillation written in 1651 which documented apothecaries’ distilled non-alcoholic herbal remedies.

Seedlip is headquartered on a farm in The Chilterns, England. The product is made using selected herbs, spices, peels and barks and is sugar-free, sweetener-free and contains zero calories.

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