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Seedlip confirms global partnership with Mercedes
Seedlip has announced a new global partnership with Mercedes-AMG Petronas Motorsport, becoming the first non-alcoholic ‘spirits’ brand to supply the reigning FIA Formula One World Champions.
As part of the campaign, Seedlip cocktails will be served in the team’s hospitality at all Formula One Grands Prix events, offering “sophisticated” non-alcoholic options to its members, staff and guests.
“We are honoured to partner with Mercedes-AMG Petronas Motorsport and together provide a global platform for the designated driver,” said Ben Branson, founder of Seedlip. “With a shared commitment to innovation & technical excellence we are incredibly excited to work together throughout the F1 season.”
Toto Wolff, team principal and CEO added: “It’s fantastic to welcome an energetic young brand like Seedlip to Mercedes-AMG Petronas Motorsport. We’re happy that Seedlip is now part of our family, enriching our guest experience at the track with natural, non-alcoholic drinks. We’ve signed a number of new partners recently, underlining that Formula One remains a leading marketing platform for companies to drive brand development and business growth.”
Founded in 2015 by Ben Branson in his kitchen with a small copper still, Seedlip has established itself as a leader of the non-alcoholic drinks category. It is now available in over 20 international cities and 250 Michelin-starred restaurants, and is available in three variants; Seedlip Spice 94, Seedlip Garden 108 and Seedlip Grove 42.
Claire Warner & Emma Murphy will head up Æcorn Aperitifs. (Photo: Seedlip)
Last year the brand confirmed it had partnered with Virgin Atlantic, which would be serving Seedlip cocktails on board all Virgin Atlantic flights in its Upper Class, Premium and Economy cabins, while Seedlip cocktails will also be on pour at Virgin Atlantic’s Clubhouse lounges.
More recently, Seedlip announced it was expanding its portfolio with by setting up a sister business that will produce no ABV aperitifs made with grapes, called Æcorn Aperitifs. The drink, which will come in three separate flavours and sold in 50cl bottles, is designed to be enjoyed with food.
Claire Smith-Warner, former head of spirit creation at LVMH Moët Hennessy, told the drinks business that she joined Seedlip in January this year to work on the new brand. She will be joined by ex-London Wine Week director Emma Murphy, who will take up a position as Æcorn’s head of marketing.