Seedlip Redefines “Drinking” In New Campaign
Seedlip, the world’s first non-alcoholic spirit brand, is celebrating its 10-year anniversary with its new “Yeah, It’s a Drink” campaign that redefines what it means to have “a drink.” The campaign, which features three of Seedlip’s signature flavors, Grove 42, Garden 108, and Spice 94, comes with exciting recipes and a short film directed by artist and photographer Jessica Pettway.
The short opens in a cozy cocktail lounge, with a man staring curiously at a glass of water, when the words, “How can not ‘drinking…’” appear on the screen. When, like magic, a pair of hands switches his tall glass for one of sophistication, one of “a drink,” and viewers find a rock glass garnished with a sun-dried orange peel. The camera pans out, and viewers see the bottle of Grove 42 on the side and the words, “look so much like drinking?” completing the thought from before. In the end, it offers the idea that alcohol doesn’t define what is and what isn’t considered a “real” drink.
This inventive campaign comes during a time when nearly half of Americans planned to consume less alcohol in 2025, according to a report by Circana. With Millennials and Gen Z also shifting towards a more sober lifestyle, with 26% of both generations planning to drink less alcohol in 2025, according toLeger’s 2025 Beyond the Buzz study.
And since Seedlip’s beginnings in 2015, their commitment to creating new alternatives for an inclusive, zero-proof drinking experience has only deepened.
Founded by Ben Branson, after ordering a mocktail from a restaurant and receiving a sugary drink that didn’t pair with anything he’d ordered, Branson wanted to create a mature tasting option for non-alcohol consumers. By combining his familial roots in farming and adoration for nature and design, Branson turned to the recipes of physician John French, specifically his 1651 book, “The Art of Distillation.”
Within the first three weeks of launching, Branson sold the first 1,000 bottles he’d produced, realizing the demand for non-alcoholic beverages in the social scene. From then on, the brand was born, with the name coming from a basket called the seedlip, which was used when sowing seeds, the process of scattering seeds into soil to allow them to germinate.
Seedlip has since brought an element of quality and refinement to the sober sphere, and with their new recipes, you can liven up your drinking experience. Whether you’re embarking on a journey towards sobriety, looking for a night of fun without the aftermath of a hangover, or anything in between, Seedlip has you covered because, yeah, it’s a drink.