Seedlip Grove 42 gains Sainsbury’s listing

Non-alcoholic ‘spirit’ brand Seedlip has secured a listing in UK supermarket Sainsbury’s for its Grove 42 expression.

Grove 42 – the third ‘spirit’ to join the Seedlip range – will now be stocked in more than 600 Sainsbury’s stores across the UK.

According to Seedlip, the non-alcoholic drinks category is worth £100 million (US$131.7m), with the non-alcoholic ‘spirits’ sector the fastest growing.

Seedlip has reported a +200% year-on-year volume growth across the UK grocery sector.

“As the founding brand of the non-alcoholic category, we are incredibly proud to partner with Sainsbury’s who are supporting innovation, small brands and greater choice for their customers,” said Seedlip founder Ben Branson.

Anne Cooper, spirits buyer for Sainsbury’s, added: “We are really excited by the non-alcoholic category and know more and more of our shoppers are exploring this area. Working with Seedlip we are able to offer our customers greater quality choices for when they are not drinking.”

Last month, Seedlip revealed a global partnership with Mercedes-AMG Petronas Motorsport to become an official supplier of the FIA Formula One World Championships.