Easy Peasy - Ben Branson discusses how Seedlip changed the game for non alc drinks & what the lessons are for the next generation
05/02/22 • 57 min
Come to Leuven with us! We're hosting a 2 day BizBevPod Live event all about Belgian Beer on May 25th -27th with: live interviews with world class industry guests from Duvel, ABI, The Brewers of Europe and others, exclusive brewery tours, beer pairings, brasserie visits, panel discussions and networking events. Places have opened for booking. Just drop us a mail at [email protected] and we'll share details.
Back to the episode... In this episode you'll learn how the global distilled non alc category was created by one man with curiosity and a thousand bottles of hope.
Will talks to Ben Branson, the founder of Seedlip, about the nitty gritty of how he created the business and the challenges and opportunities he faced along the way. Specifically Ben describes the difficulties in persuading retailers to categorise and fixturise the emerging non alc category correctly and the temptation to devalue the category through cutting margin and prices too quickly. Plus Ben expands on why he chose to seek investment from Diageo and how that allowed him to achieve his goals quicker.
No only that but we talk about Foxy's return to the Beer Festival circuit and Will's understanding of the theory of Effectuation.
We skip our visit to our Desert Island because it's a bank holiday and a change is as good as a rest.
For more high-lights and low-downs follow @BizBevPod on "X" or LinkedIn
Business of Beverages is self-funded and hosted/ edited/produced by Will Keating.
Pádraig Fox co-hosts in a strictly personal capacity.
All opinions are those of the person expressing them at all times.
We're not sponsored but we would appreciate it if you could click the link above to support the show and help keep us ad free.
Come to Leuven with us! We're hosting a 2 day BizBevPod Live event all about Belgian Beer on May 25th -27th with: live interviews with world class industry guests from Duvel, ABI, The Brewers of Europe and others, exclusive brewery tours, beer pairings, brasserie visits, panel discussions and networking events. Places have opened for booking. Just drop us a mail at [email protected] and we'll share details.
Back to the episode... In this episode you'll learn how the global distilled non alc category was created by one man with curiosity and a thousand bottles of hope.
Will talks to Ben Branson, the founder of Seedlip, about the nitty gritty of how he created the business and the challenges and opportunities he faced along the way. Specifically Ben describes the difficulties in persuading retailers to categorise and fixturise the emerging non alc category correctly and the temptation to devalue the category through cutting margin and prices too quickly. Plus Ben expands on why he chose to seek investment from Diageo and how that allowed him to achieve his goals quicker.
No only that but we talk about Foxy's return to the Beer Festival circuit and Will's understanding of the theory of Effectuation.
We skip our visit to our Desert Island because it's a bank holiday and a change is as good as a rest.
For more high-lights and low-downs follow @BizBevPod on "X" or LinkedIn
Business of Beverages is self-funded and hosted/ edited/produced by Will Keating.
Pádraig Fox co-hosts in a strictly personal capacity.
All opinions are those of the person expressing them at all times.
We're not sponsored but we would appreciate it if you could click the link above to support the show and help keep us ad free.
Previous Episode
A Shot Of... (our short silly quiz!)
Come to Belgium with us! We're hosting a 2 day BizBevPod Live in Leuven event all about Belgian Beer on May 25th -27th with: live interviews with world class industry guests, exclusive brewery tours, beer pairings, brasserie visits, panel discussions and networking events. Places have just opened for booking. Just drop us a mail at [email protected] and we'll share details.
Back to the quiz... Which drink was first created in Fraserburgh? Which drink was amended from 11% ABV to 15% ABV to avoid tax in Germany?
As you'll hopefully have gathered by now, the Business of Beverages brings you drinks industry insights with makers, marketers and mischief every fortnight. However we thought that we would dial up the mischief with a short quiz/game played between Will and Foxy every other week (between the "serious" episodes).
A Shot Of... sees each of our hosts take turns trying to guess which beverage is being described in cryptic clues. The points on offer vary as the difficulty changes and competition heats up! Play along and let us know if you think you can do better! And remember, it's only a bit of craic.
Let me say it again...Come to Leuven with us! We're hosting a 2 day Belgian Beer Bonanza on may 25th -27th with: live interviews with World class industry guests, Exclusive Brewery tours, Beer pairings, Brasserie visits, panel discussions and networking events. Places have just opened for booking. Just drop us a mail at [email protected] and we'll share details.
For more high-lights and low-downs follow @BizBevPod on "X" or LinkedIn
Business of Beverages is self-funded and hosted/ edited/produced by Will Keating.
Pádraig Fox co-hosts in a strictly personal capacity.
All opinions are those of the person expressing them at all times.
We're not sponsored but we would appreciate it if you could click the link above to support the show and help keep us ad free.
Next Episode
A Shot Of... (our short silly quiz!)
Come to Belgium with us! We're hosting a 2 day BizBevPod Live in Leuven event all about Belgian Beer on May 25th -27th with: live interviews with world class industry guests, exclusive brewery tours, beer pairings, brasserie visits, panel discussions and networking events. Places have just opened for booking. Just drop us a mail at [email protected] and we'll share details.
Back to the quiz... Which drink was was used instead of saline? Which drink is aged in a combination of oak casks and glass demi johns?
As you'll hopefully have gathered by now, the Business of Beverages brings you drinks industry insights with makers, marketers and mischief every fortnight. However we thought that we would dial up the mischief with a short quiz/game played between Will and Foxy every other week (between the "serious" episodes).
A Shot Of... sees each of our hosts take turns trying to guess which beverage is being described in cryptic clues. The points on offer vary as the difficulty changes and competition heats up! Play along and let us know if you think you can do better! And remember, it's only a bit of craic.
Let me say it again...Come to Leuven with us! We're hosting a 2 day Belgian Beer Bonanza on may 25th -27th with: live interviews with World class industry guests, Exclusive Brewery tours, Beer pairings, Brasserie visits, panel discussions and networking events. Places have just opened for booking. Just drop us a mail at [email protected] and we'll share details
For more high-lights and low-downs follow @BizBevPod on "X" or LinkedIn
Business of Beverages is self-funded and hosted/ edited/produced by Will Keating.
Pádraig Fox co-hosts in a strictly personal capacity.
All opinions are those of the person expressing them at all times.
We're not sponsored but we would appreciate it if you could click the link above to support the show and help keep us ad free.
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