Episode 102 | Ben Branson | No Cookie-Cutter Formula For Building Non-Alc Spirits - The 3 Core Things and The 1000 People | Seedlip, Seasn, Sylva Labs
In Episode 102, I chat with Ben Branson, founder of Seedlip and now Sylva and Seasn, who 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: need, occasion, and serve.
We emphasized the B2B2B2C nature of the drinks industry, the value of premium credibility through top-tier accounts, and his current ventures, including Sylva (a Tree Company making aged non-alcoholic spirits) and Seasn (an Ingredient Company making Cocktail Bitters).
Episode 102 with Ben Branson
Timestamps:
00:00 Introduction and background
03:15 Category building vs. brand building philosophy
08:30 The B2B2B2C reality of drinks
12:45 Need, occasion, and serve framework
18:20 Direct-to-consumer evolution and retail transition
24:10 The importance of premium credibility
30:15 Maintaining the "1000 people that matter"
36:40 Planning vs. execution lessons
42:25 Competition strategy and focus
47:50 Final thoughts and contact information