NEWS RELEASE: Non-Alcoholic Beverage Inventor, Ben Branson Calls for More Originality

LONDON, UK: Imitation may be the sincerest form of flattery, but not when it comes to the drinks industry. In the latest episode of Impact Makers, Ben Branson, founder of Seedlip, Sylva, and Seasn, argues that the future of alcohol-free innovation lies in creativity, not copycats.

“The best people to mimic an alcoholic product are the people that make alcohol,” says Branson. “But I can’t see the fun in trying to copy something. There are 47,000 edible plants and 73,000 tree species, infinite combinations to make wonderful things that are unique and delicious.”

In a wide-ranging discussion recorded from his distillery in rural England, Branson reflects on the evolution of the no and low alcohol category, and why, despite a surge of new entrants, many brands are missing the point. “We’ve built this incredible momentum,” he explains, “but if all we do is replicate gin or whiskey without the alcohol, then we’re not really creating anything new. The future of the category is about discovery, not duplication.”

Branson’s comments come at a time when drinkers are rethinking their relationship with alcohol altogether. The episode, The Future of Alcohol, also explores how consumers are gravitating toward more intentional and premium drinking experiences, with guests Aileen Bentall, Head of Consumer & Shopper Insight at The Heineken Company, and Jake Gardner, CEO of Westbound & Down Brewing, offering complementary perspectives.

Bentall points to the ongoing strength of premiumisation, noting that “there’s definitely been a desire for more premium experiences” - calling out the enormous success of CruzCampo. Meanwhile, Gardner suggests that the renewed interest in alcohol among Gen Z may simply be part of a historical cycle, a social reconnection in an age of digital isolation.

Together, their conversations paint a picture of an industry in transition: one that must find new ways to deliver meaning, connection, and creativity, with or without alcohol. The episode also references insights from MMR Research’s latest self-funded consumer research featured in the Growth Spaces Quarterly ebook titled: What Next for Alcohol? , supporting 16 opportunity areas for the category, including Transportive Sips and Mini Pleasures, trends that speak to consumers’ appetite for experiences that feel both elevated and authentic.

“We’re at a point where alcohol and its alternatives have to evolve together,” says host Andrew Wardlaw. “Ben’s message about originality is really a call to action for the entire industry.”

Listen to The Future of Alcohol featuring Ben Branson, Aileen Bentall, and Jake Gardner on all major podcast platforms.