July 16, 2025

102 | Ben Branson | No Cookie-Cutter Formula For Building Non-Alc Spirits - The 3 Core Things and The 1000 People | Seedlip, Seasn, Sylva Labs

57 minutes

In this episode of the MAFFEO DRINKS Podcast, Host Chris Maffeo talks to Ben Branson, founder of Seedlip and now Sylva and Seasn, shares his journey of creating the modern non-alcoholic spirits category. From his farming background to launching the world's first distilled non-alcoholic spirits, Ben discusses the critical importance of building categories before brands, the evolution from direct-to-consumer to retail distribution, and his philosophy of three essential elements.

He emphasizes the drinks industry's B2B2B2C nature, the value of premium credibility through top-tier accounts, and his current ventures, including Sylva (an aged non-alcoholic spirit using British trees) and Seasn (cocktail bitters).

Ben's approach centers on properly developing products, understanding cultural contexts beyond liquid, and maintaining relationships with the influential "1000 people that matter" while scaling.

Timestamps:

0:00 Introduction to the Maffeo Drinks Podcast

00:12 Meet Ben Branson: Founder of Seedlip

00:37 Building a Category from Scratch

03:10 The Importance of Choice in Non-Alcoholic Beverages

06:24 Challenges and Dynamics in the Non-Alcoholic Market

09:12 Understanding the Drinks Ecosystem

12:20 The Role of Occasions in Brand Building

13:51 Direct-to-Consumer vs. Traditional On and Off Trade

27:50 The Power of First Impressions and Credibility

32:28 The Importance of Influential Customers

33:27 Halo vs. Habit: Building Brand Relationships

34:22 Balancing Supermarket and Independent Distribution

38:43 The Role of Planning in Brand Launches

39:40 Learning the Drinks Industry

42:05 The Value of Experience and Patience

52:30 Navigating Competition and Protecting Your Brand

55:41 Final Thoughts and Key Takeaways

...more

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By Chris Maffeo

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