Breakthru Beverage Group has announced a new sales partnership in Illinois with Seedlip, a line of non-alcoholic spirits.
Effective November 15, Breakthru will represent Seedlip’s portfolio: Garden 108, Grove 42 and Spice 94, all of which contain no alcohol, sugar, calories or allergens.
Non-alcoholic is a growing category, which Seedlip helped pioneer in 2015. The relationship with Breakthru Beverage Group in Illinois will solidify Seedlip’s presence across the state.
“Our mission at Seedlip is to solve the dilemma of ‘what to drink when you’re not drinking’. We strongly believe this partnership with Breakthru will help us achieve maximum exposure in a market that is craving alternative cocktail options,” says Seedlip Founder Ben Branson.
Launched in 2015, Seedlip — which sold a majority stake to Diageo earlier this year — established itself as the drink of choice for consumers seeking elevated non-alcoholic options.
“The demand for beverages with natural ingredients remains strong, which is why Seedlip is such an excellent fit for this segment of consumers,” says Natalia Cardenas, beverage development manager at Breakthru Beverage. “People are taking a greater interest in what they are putting in their bodies. The quality, ingredients, and creative process play a much larger role than ever before. As a whole, consumers are trying to be healthier and we at Breakthru pride ourselves in being responsive to such trends by introducing innovative options.”