Having spent the last 15 years at Moët Hennessy, Claire Smith-Warner is turning her back on booze to join non-alcoholic spirit juggernaut Seedlip.
The former director of spirits education and head of spirit creation at Belvedere Vodka will work closely with Seedlip founder Ben Branson on the ‘development and growth of the brand and category’. Plans to launch a portfolio of new brands have also been teased.
The non-alcoholic spirit has seen immense growth since its creation in 2015, growing its team from just Branson in his kitchen to 40-strong worldwide.
‘I have always been passionate about the world of spirits, hospitality and the dynamic community working within it so I am incredibly excited about this next chapter of my career and the opportunity within the NA category,’ said Smith-Warner.
‘I’m looking forward to working closely with Ben and his team to offer both the trade and consumers more innovative products and brands to further drive and develop the category Seedlip created.’
‘At Seedlip we are committed to leading this nascent category and pushing the boundaries of what’s possible in this space,’ added Branson. ‘Having the support of the most prominent bartenders, chefs and industry influencers has been fantastic and to have one such as Claire joining is testament to what we have achieved at Seedlip to date.
‘I am very much looking forward to working with Claire to expand our portfolio with exciting new propositions relevant to tomorrow’s drinker.’