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

Summary

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.0:00 Introduction to the Maffeo Drinks Podcast00:12 Meet Ben Branson: Founder of Seedlip00:37 Building a Category from Scratch03:10 The Importance of Choice in Non-Alcoholic Beverages06:24 Challenges and Dynamics in the Non-Alcoholic Market09:12 Understanding the Drinks Ecosystem12:20 The Role of Occasions in Brand Building13:51 Direct-to-Consumer vs. Traditional On and Off Trade27:50 The Power of First Impressions and Credibility32:28 The Importance of Influential Customers33:27 Halo vs. Habit: Building Brand Relationships34:22 Balancing Supermarket and Independent Distribution38:43 The Role of Planning in Brand Launches39:40 Learning the Drinks Industry42:05 The Value of Experience and Patience52:30 Navigating Competition and Protecting Your Brand55:41 Final Thoughts and Key Takeaways