Seedlip founder launches Pollen Projects

Ben Branson, the founder of zero-ABV ‘spirit’ brand Seedlip, has created a non-alcoholic venture studio called Pollen Projects.

Pollen Projects claims to be the world’s first venture studio dedicated to non-alcoholic drinks and moderation. Emma Wykes, who has worked with both Seedlip and Wavelength, will be chief operating officer, while Dan Hatton is a founding partner. Pollen Projects will draw on Branson and the founding team’s drinks industry knowledge and network to create an impact in the premium non-alcoholic category. The studio will support new businesses and products, initially developed by Branson before additional partners are invited to collaborate. Branson said: “I want the world to drink better and this means exploring the entire ecosystem of the moderation movement not just the next need for distinct, delicious and high-quality products. “We are excited to learn fast and launch our first project this November.” Pollen Projects’ first product is a duo of 0% ABV cocktail bitters called Seasn. Seasn Light and Seasn Dark can be used in both alcoholic and non-alcoholic beverages. The brand describes the bitters as ‘salt and pepper’ for drinks. Branson founded Seedlip in 2015. Diageo acquired a majority stake in the brand in 2019. Last month, the brand partnered with actor Regé-Jean Page for a marketing campaign. The value of the no- and low-alcohol category in 2022 surpassed US$11 billion in 10 key markets, according to IWSR Drinks Market Analysis.