Easy Peasy - Ben Branson discusses how Seedlip changed the game for non alc drinks & what the lessons are for the next generation


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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.
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