No Cookie-Cutter Formula For Building Non-Alc Spirits - The 3 Core Things and The 1000 People with Ben Branson
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).
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
Quick Takeaways:
If the above resonates, it's because you've lived it.
Drinks Builders like you know what needs to happen. The struggle is bringing everyone else with you.
I've been there. You know the frustration. You can see what needs to happen, but the ecosystem pulls in different directions. Colleagues, partners, distributors, investors. All with their own pressures and timelines.
I've spent twenty years navigating this complexity. What follows is a methodology for bringing people with you and actually getting there.
Paid content for Drinks Builders serious about their work. 👇🏻
