Making Waves in Business

Ben Branson (B 96) is an inventor, entrepreneur and naturalist. In 2015 he founded Seedlip, the world’s first distilled non-alcoholic spirits brand, an invention he successfully took from his kitchen to 35 countries and the world’s best bars, restaurants, hotels and retailers in less than four years, spearheading a drinks category now worth $15bn and a global movement revolutionising the way we drink. We were fascinated to be able to delve into Ben’s incredible entrepreneurial journey so far and hear about the new projects he has in the pipeline…

When was the moment you decided to create Seedlip?

The idea for Seedlip came as a combination of wanting to continue my family’s 300-year-old legacy of working with the land, my love of old books and natural history and my disappointment at what was on offer in terms of non-alcoholic drinks.

Back in 2013, whilst researching interesting herbs I could grow at home, I came across a book written in 1651 called ‘The Art of Distillation’ that documented distilled herbal remedies – both alcoholic and non-alcoholic. Out of curiosity I bought a copper still and began experimenting in my kitchen with herbs from the garden.

Three months later, I was out for dinner at a nice restaurant in London, I was driving so not drinking alcohol and got offered this pink, fruity, sweet, childish mocktail. I felt like an idiot, it didn’t go with the food, and it wasn’t a great experience. Surely there must be a better way? The dots began to join and I spent the next two years perfecting the blend, the process and setting up the business and slowly beginning to believe that maybe delicious and adult non-alcoholic cocktails were possible!

How would you sum up your journey?

We launched in Selfridges and The Fat Duck in late 2015 and then took Seedlip to 35 countries and the world’s best bars, restaurants, hotels and retailers in 3.5 years. This started a movement and a category which is now $15bn in its top ten markets and there are over 1000 non-alcoholic brands on the market. So, I would say: life-changing, terrifying, surreal, still going!

What was your greatest challenge or biggest surprise?

There have been so many challenges, surprises and mistakes. I signed up for the wrong tax scheme when we launched, I’ve made bad hires, I’ve missed meetings, flights and even didn’t fully check the details of an event I was asked to bartend, which turned out to be a children’s birthday party! I remember flying to Shanghai to launch Seedlip there and was picked up by a taxi driver who asked me to sit in the front and then started taking his clothes off. It was awkward! But it turned out he was a bartender and loved Seedlip so much he had one of the Seedlip illustrations tattooed on his arm! That was definitely the biggest surprise.

At what point did you look back at your business and consider it a success?

It’s a success when I look at my three daughters as it’s because of Seedlip that I met my wife.

What would you change about your business journey if you could go back?

My brain is built for efficiency and optimisation. [I was diagnosed Autistic in 2022 and launched a charity this year called The Hidden 20% to change what we think about neurodivergence and different brains.] And so I can’t change what’s happened, it has all led here. What I do know is I have tried to take the learnings [good and bad] from Seedlip into my next business, Pollen Projects.

What makes you a good leader?

Clarity: I think a clear vision and direction means we all know what we are working towards.

Direct communication: Giving feedback, goal setting, improving performance, rallying the team, I think is all helped because I have learnt the art of direct communication.

Conviction: I take calculated risks and commit 100% to them.

What does the future hold?

I am trying to run four start-ups!

1. Seasn, our pair of cocktail bitters, launched six months ago, and already in The Fat Duck and Harvey Nichols; and we have launched in New York with Hong Kong and Singapore both starting later this year.

2. Sylva is our distillery and maturation lab where we are making experimental luxury dark non-alcoholic spirits. Sylva’s first release will be in October.

3. We have another new drinks brand we are commercialising that will launch next Summer which is exciting, but that’s all I can say on it at the moment.

4. The Hidden 20%, our charity and podcast, has just been nominated for Best New Podcast and Best Interview Podcast at The British Podcast Awards and we are now seeking partnerships, sponsorships and financial support for our social change campaign.

seedlipdrinks.com

There are lots more OU entrepreneurs featured in this year's magazine, please see the full article on pages 64 to 68.

After the success of the ‘Entrepreneur Connector’ event in September 2023, plans are underway to bring OU entrepreneurs together once again for a School for Life networking event in September 2025. More details to follow.

If you’d like to be kept in the loop regarding the occasion, please email schoolforlife@uppingham.co.uk