Uncensored CMO Podcast Summary

Episode: Startup Masterclass - How Seedlip Went from Idea to Diageo Exit in 3.5 Years
Host: Jon Evans
Guest: Ben Branson, Founder of Seedlip
Release Date: June 18, 2025

Introduction

In this compelling episode of Uncensored CMO, host Jon Evans delves deep into the journey of Ben Branson, the visionary founder behind Seedlip—a groundbreaking non-alcoholic spirit that revolutionized the beverage industry. Evans expresses his admiration for Seedlip's innovation and transformation of its category, setting the stage for an insightful conversation about entrepreneurship, product development, and personal growth.

Origin of Seedlip

[00:06] John Evans: "I really love talking to founders, finding out how they did it. And this next guest is Ben Branson, the founder of Seedlip."

Ben recounts the humble beginnings of Seedlip, emphasizing that the idea wasn't born out of spotting a market gap but rather from personal frustration with existing non-alcoholic options.

[01:11] Ben Branson:
"It didn't start as a business idea. I went out and had a really dreadful non-alcoholic drink and thought, oh my God, I know what the world needs."

Living in a countryside cottage, Ben's exploration into herbs and distillation led him to experiment with creating quality non-alcoholic beverages. Inspired by old distillation recipes, he purchased a small copper still and began crafting flavorful liquids, laying the foundation for Seedlip.

Challenges and Innovation

Ben highlights the initial challenges in creating a non-alcoholic spirit that matched the sophistication of premium alcoholic beverages.

[08:08] Ben Branson:
"We have proof points within wider culture... I guess when people have told me that I was a lunatic or that seed lip was the worst idea ever, I've always kind of tried to hold onto that."

Jon emphasizes the rarity of such innovation within established companies, noting that Seedlip's meticulous design and quality surpassed what traditional soft drink companies typically achieve.

[11:52] Ben Branson:
"There are so many factors involved... I never ever had to say that seedlip was any good. That was my number one goal was to never, ever have to comment on whether Seedlip was delicious or not."

Ben discusses the importance of aligning Seedlip with high-end distribution channels like Selfridges and Michelin-starred restaurants, ensuring the product was perceived as premium without overtly marketing it as such.

Scaling the Business

Seedlip's exponential growth is a testament to its innovative approach and market reception. However, this rapid scaling brought its own set of challenges.

[19:12] Ben Branson:
"I really hated the first six months and genuinely wanted to close the business every week... We went from me producing a thousand bottles... to packing a white van with 7,000 bottles and driving it up to Lancashire."

Ben describes the frantic early days of scaling production, managing supply chains, and handling overwhelming international interest. A pivotal moment was receiving substantial media coverage, which catapulted Seedlip into the global spotlight.

[21:21] Ben Branson:
"We had a really good full page write up... We had some really good press. That was great."

Jon compares Seedlip's journey to that of Fever Tree and other successful beverage brands, underscoring the importance of perseverance and strategic positioning.

Design and Marketing Philosophy

Ben's approach to design and marketing sets Seedlip apart in a crowded marketplace. He emphasizes authenticity and quality over traditional marketing tactics.

[24:25] Jon Evans:
"What's been the balance between kind of planning for success and actually adapting as you go?"

[24:48] Ben Branson:
"Planning is one thing. I think planning now and thinking about launching new things, plans are not what's going to happen. They are an opportunity to think through what needs to happen."

Ben candidly shares his struggles with over-planning and his eventual realization that adaptability is crucial in the startup ecosystem. He advocates for resourcefulness and leveraging constraints to fuel creativity.

[29:32] Jon Evans:
"You have to make your packaging the media channel... big companies become lazy because you just start the launch campaign."

Ben echoes this sentiment, discussing how Seedlip's packaging and product experience serve as primary marketing tools, eliminating the need for extensive advertising budgets.

Exit to Diageo

The culmination of Seedlip's journey was its acquisition by Diageo in just three and a half years—a remarkable feat compared to the industry average of seven years for similar successes.

[31:24] Ben Branson:
"We were growing faster than, I mean, fuck, you name it... ultimately, you know, we went to 35 countries in three and a half years."

Ben reflects on the relentless pace of growth and the strategic decision to partner with Diageo, aligning with a global premium brand to scale Seedlip's impact.

[38:17] Ben Branson:
"It was a very deliberate choice to want to work with a company that was global premium, understood spirits and cocktail culture..."

Jon commends Ben's humility and strategic acumen, highlighting how his clear vision and authentic storytelling were instrumental in attracting Diageo's interest.

Ben's Personal Journey with Neurodiversity

Beyond his entrepreneurial achievements, Ben shares a deeply personal aspect of his life—his diagnosis with autism and the subsequent creation of his podcast and charity, The Hidden 20%.

[49:17] Ben Branson:
"I had a 12-week assessment and the psychologist said, congratulations, Ben, you're autistic... I've got a photographic memory and I have really acute senses."

Ben discusses the societal challenges faced by neurodivergent individuals, including high unemployment rates and stigmatization. His podcast aims to bridge the gap by showcasing role models and fostering a supportive community.

[54:35] Ben Branson:
"All these incredible contributions and inventions and discoveries... I just couldn't understand these two things. So I was like, I just want to bridge the gap."

Jon expresses his admiration for Ben's vulnerability and the impactful work of The Hidden 20%, acknowledging the importance of representation and awareness in driving social change.

Conclusion

In wrapping up the episode, Ben articulates his aspirations for The Hidden 20%, aiming to eventually close the charity once significant social impact is achieved.

[60:46] Ben Branson:
"The big hope is to close the charity. That's the goal. And so the faster I can do that, the better."

Jon encourages listeners to engage with Ben's podcast and charity, underscoring the multifaceted impact of Ben's work both in the business and social spheres.

[61:56] John Evans:
"Anyone listening and watching, check out hidden 20% podcast, wherever you get podcasts and go check the website out as well."

Key Takeaways

1. Innovation Through Personal Frustration: Seedlip was born out of Ben's dissatisfaction with existing non-alcoholic options, leading him to create a premium product that filled a significant market void.

2. Authentic Branding: By aligning Seedlip with high-end establishments and emphasizing quality over aggressive marketing, Ben established a strong, authentic brand presence.

3. Overcoming Early Challenges: Rapid scaling presented numerous hurdles, from production logistics to managing global interest, but strategic planning and resourcefulness enabled Seedlip to thrive.

4. Strategic Exit: The acquisition by Diageo was a deliberate move to leverage a global platform for Seedlip’s expansion, highlighting the importance of aligning with the right partners.

5. Personal Growth and Advocacy: Ben's journey with his autism diagnosis led him to create The Hidden 20%, aiming to bridge societal gaps and promote neurodiversity awareness.

6. Balancing Planning and Adaptability: Ben emphasizes the importance of flexibility in business planning, advocating for adaptability and resourcefulness over rigid structures.

7. Team and Culture: Building a dedicated, passionate team was crucial to Seedlip's success, underscoring the value of surround oneself with individuals who share the vision and drive.

Notable Quotes

• Jon Evans [00:06]:
  "I totally admire what Ben has achieved with Seedlip. It is genuinely one of those innovations that transform the category."

• Ben Branson [01:11]:
  "It didn't start as a business idea. It wasn't one of those researched gaps in the market."

• Ben Branson [11:52]:
  "I never ever had to say that Seedlip was any good. That was my number one goal."

• Ben Branson [19:12]:
  "I really hated the first six months and genuinely wanted to close the business every week."

• Ben Branson [24:48]:
  "Planning is one thing. I think planning now and thinking about launching new things, plans are not what's going to happen."

• Ben Branson [38:17]:
  "It was a very deliberate choice to want to work with a company that was global premium, understood spirits and cocktail culture."

• Ben Branson [49:17]:
  "I had a photographic memory and I have really acute senses, palette, hearing, smell."

• Ben Branson [60:46]:
  "The big hope is to close the charity. That's the goal."

Final Thoughts

Ben Branson's journey with Seedlip exemplifies the power of authentic innovation, strategic growth, and personal resilience. His ability to identify and fill a niche with a high-quality product, coupled with his dedication to social advocacy through The Hidden 20%, makes this episode a masterclass in entrepreneurship and impactful leadership. Listeners are left inspired by Ben's commitment to excellence, his thoughtful approach to business scaling, and his heartfelt advocacy for neurodiversity.

For more insights and to follow Ben's ongoing projects, listeners are encouraged to subscribe to his podcast The Hidden 20% and engage with his charity initiatives.

This summary captures the essence of the conversation between Jon Evans and Ben Branson, highlighting the key moments and insights shared throughout the episode.