Breakthru Beverage Illinois Strengthens Portfolio with Seedlip Non-Alcoholic Spirits

Nov. 14, 2019

Breakthru Beverage in the News


(November 14, 2019, New York, NY) –Today, Breakthru Beverage Group announced its new sales partnership in Illinois with Seedlip, the world’s first distilled non-alcoholic spirits. According to a recent Nielsen study, nearly half of U.S. consumers over 21, and two-thirds of millennials, report that they are making a conscious effort to reduce their alcohol consumption. Effective November 15th, Breakthru will represent Seedlip’s portfolio of spirits: Garden 108, Grove 42 and Spice 94, all of which have no alcohol, sugar, calories, or allergens–just in time for the holiday season. 

Non-alcoholic is an exponentially growing category, which Seedlip pioneered 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,” said Seedlip founder, Ben Branson.  

Launched in 2015, Seedlip, who sold a majority stake in the company to Diageo earlier this year, quickly established itself as the drink of choice for those seeking healthier and elevated non-alcoholic options. Seedlip’s addition to Breakthru’s Illinois portfolio supports the growing non-alcoholic trend by bringing three non-alcoholic spirits that are sugar, sweetener, calorie and allergen free to market.  

“The demand for beverages with natural ingredients remains strong, which is why Seedlip is such an excellent fit for this segment of consumers,” said 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.” 

“We are thrilled to expand Seedlip across Illinois, their commitment to providing a unique set of flavor profiles and an authentic taste is the perfect fit for consumers in this market seeking a non-alcoholic beverage options,” said Kevin O’Neil, EVP Breakthru, Diageo/Moet Hennessy. “Breakthru is devoted to building a strong, diverse portfolio to meet consumer demands. We are excited to partner with Seedlip and look forward to a successful relationship in Illinois and the opportunity to deliver strong performance for both Seedlip and our customers.”  

About Breakthru Beverage Group  

Breakthru Beverage Group is one of the leading alcohol wholesalers in the United States and the largest broker in Canada representing a full total beverage alcohol portfolio of spirits, wine and beer. Across all markets, Breakthru aligns a nimble and insightful approach to sales, marketing and operations. Family ownership is active in the business and committed to being stewards of heritage and champions of innovation. For more information, visit 

About Seedlip 

Headquartered in The Chilterns, England, with U.S. offices in Los Angeles, CA, Seedlip is dedicated to changing the way the world drinks by pioneering the world’s first distilled non-alcoholic spirits. Solving the dilemma of “what to drink when you’re not drinking,” Seedlip offers a sophisticated alternative to overly sweet or fruity options & is served in over 7,500 prestigious cocktail bars, hotels, restaurants & retailers across 28 countries. 

Seedlip’s history stems from an ancient book published in London, in 1651, called The Art of Distillation, offering forgotten copper-pot distilled, non-alcoholic remedies now repurposed to champion a new nonalcoholic drinks category. Served with Ginger Ale or as the base for non-alcoholic cocktails, the brand’s first incarnation, Seedlip Spice 94, is an aromatic blend of Jamaican all-spice berry, cardamom, citrus peel, and two bark [oak & cascarilla] distillates. The brand’s second offering, Seedlip Garden 108, is an herbal blend of pea & hay distillates from the founder’s farm, combined with rosemary, thyme, spearmint, and hops. The third Spirit from Seedlip, Grove 42, is a celebration of the Orange; an adult, citrus blend of copper-pot distillates including bitter orange, mandarin, blood orange, lemongrass, ginger & lemon. 

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