Just two and a half years since it launched, Seedlip has become a global presence, with teams and distribution across the world, from LA to Sydney, Stockholm and Guangzhou. Now the non-alcoholic spirit brand is uniting all its markets for two nights in July with a global 'no and low' cocktail pop-up bar, entitled Nolo.
On 24 and 25 July, 15 top venues around the world will be serving no- and low-abv drinks using Seedlip as part of this pop-up. In the UK, this includes Panda & Sons in Edinburgh and Dandelyan in London.
‘It’s the first truly global campaign we’ve done,’ founder Ben Branson told Imbibe, ‘and we did actually think this could be mayhem, asking 15 different bars to work with us across different timezones.
‘It had the potential to go really wrong. I think it’s a testament to the support for our team and the relationships we’ve built and what we’re doing that it’s come together perfectly.’
Each bar will have its own way of approaching the pop-up, but they will all have a dedicated Nolo menu and different degrees of Seedlip branding with aprons and bespoke, one-off bottle designs.
‘What’s amazing is there will be at least 100 completely unique drinks being created for this pop-up, as each bar will have its own cocktails. There are no set drinks everyone has to have – it’s a huge explosion of great creativity,’ added Branson.
Other bars taking part include Tjoget in Stockholm, Paradiso in Barcelona, Flying Dutchman in Amsterdam, The Clumsies in Greece, Operation Dagger in Singapore, The Old Man in Hong Kong, Hope & Sesame in Guangzhou, Parasol & Swing in Auckland, PS40 in Sydney, Black Pearl in Melbourne, Pretty Ugly in Toronto, Bon Voyage in San Francisco, Walker Inn in LA and Nitecap in New York, specially curated and led by Iain Griffiths from Trash Tiki.
The brand has never pushed the use of Seedlip in low-abv cocktails before, meaning this will be the first time the non-alcoholic spirit is being embraced in boozy drinks.
‘We’ve spent the last couple of years introducing it as a non-alcoholic option, rather than saying it can be put with alcohol as well,' explained Branson. 'Realistically Seedlip is a great option for low-abv as well, as it’s flavoursome and has no sweetness and no citrus.’
While you're here…
Have you registered for the on-trade’s favourite drinks show yet? Imbibe Live is taking place on 2 and 3 July at Olympia London.
If you don't already know, Imbibe Live is the innovative and interactive annual exhibition for anyone who sources, buys or serves drinks in the licensed on-trade. From sommeliers to buyers and from managers to publicans and bartenders, this essential date in the drinks calendar will see the industry’s finest come together.
Register today: www.imbibe.com/live
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