Seedlip campaign ‘redefines meaningful drinking’
Diageo-owned non-alcoholic ‘spirits’ producer Seedlip is celebrating its 10th anniversary this month (November) with the launch of its ‘Yeah, It’s a Drink’ campaign.
According to Leger’s 2025 Beyond the Buzz study published in April, a quarter (26%) of Gen Z and Millennials who currently consume alcohol plan to cut back on their drinking this year.
Now, as the mindful drinking trend continues to grow, Seedlip has stepped up to ‘claim the spotlight’ for non-alcoholic cocktails as something equally sophisticated and culturally relevant as their alcoholic counterparts.
Instead of positioning itself as an alternative, Seedlip has placed non-alcoholic drinks at the centre of social moments, inviting consumers to ‘rethink what defines a meaningful drink’ via its Yeah, It’s a Drink campaign.
Megan Hurtuk, head of marketing of non-alcoholic beverages at Diageo North America, explained: “The Yeah, It’s a Drink campaign challenges the idea that a ‘real’ drink must contain alcohol, confidently placing Seedlip at the centre of the drinking occasion. It celebrates inclusion, taste, and connection, showing that what matters most is the moment, not the alcohol content.”
Directed by Jessica Perrway, the campaign highlights Seedlip’s three signature expressions, Grove 42, Garden 108, and Spice 94, each said to be crafted to elevate moments such as happy hours, date nights, and bar gatherings.
In the campaign’s 15-second spot, a man can be seen sitting in front of a bottle of Seedlip Grove 42 and a glass of water, which is soon swapped out for a cocktail. A tagline reads across the screen: “How can not ‘drinking’… look so much like drinking?” before the campaign’s title appears on the screen.
Hurtuk continued: “Rooted in Seedlip’s values of sophistication, flavour innovation, and elevated experiences, the campaign positions the brand as a super-premium, modern choice for mindful drinkers.
“Looking ahead, Seedlip will continue to innovate in flavour, brand presence, and premium activations, inspiring more people to explore non-alcoholic options without compromise and strengthening its leadership in the category.”
To watch the 15-second spot, click below.
Related news
Top 10 marketing moves from October 2025
