Something soft: Seedlip

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It’s rare for me to turn my focus to something non-alcoholic, something totally lacking that ethanol edge that brings me such pleasure, or something that isn’t vinous. But Seedlip has been taking London by storm, a fashionable zero-calorie, sugar-free, alcohol-free distilled spirit. I was baffled too. Maybe it’s riding on the coat tails of the clean eating trend, but the branding is compelling and the Spice 94 (the first edition) has an appealing bitterness that feels serious, weighty and almost like a real drink. If you can bear a booze-free read, find out more about this stuff on bbrblog.com in a write-up of my conversation with the Seedlip founder, Ben Branson, here.

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