Speciality Brands expands into non-alc
UK drinks distributor Speciality Brands has partnered with Pollen Projects, marking the company’s first move into the non-alcoholic category.
The move, Speciality Brands says, highlights the growing importance of the no-and-low category in the UK and solidifies the company’s commitment to curating a portfolio of high-quality brands, each offering a point of difference to its customers.
“We’ve been studying the no-and-low category for some time as it has undoubtedly become a category that cannot be ignored,” said Chris Seale, managing director of Speciality Brands.
Speciality Brands notes that Gen Z consumers – those born between the late 1990s and early 2010s – drink approximately 20% less per capita compared to the Millennial generation.
Furthermore, around 45% of Gen Z adults (aged 21 and over) have never consumed alcohol, compared with approximately a third of older generations – a shift that is said to be driven by health consciousness, the rise of non-alcoholic alternatives, and economic factors such as the rising cost of alcohol. With the non-alcoholic category showing no signs of slowing, the company says this partnership represents a significant step forward in providing customers with premium non-alcoholic alternatives.
Pollen Projects, founded by Seedlip creator Ben Branson, is an independent, innovative venture studio dedicated to the non-alcoholic category. Currently, its portfolio includes two pioneering brands: Seasn, a duo of non-alcoholic bitters, available in some of the UK’s best cocktail bars and Michelin-starred restaurants, and Sylva, a distillery and maturation lab making aged non-alcoholic spirits.
“[The category’s] growth has everything to do with Ben’s pioneering vision, so we couldn’t be more excited and thrilled to be partnering with his latest venture Pollen Projects,” Seale added. “Seasn gives us a double whammy: not only is it the only bitters that can be used to make truly non-alcoholic drinks, it is also an exceptional bitter in its own right, giving it a versatility that no other product can offer.”
Starting this month, Speciality Brands will focus on expanding Seasn’s bitters presence across the UK on- and off-trade channels, leveraging its industry expertise, network, and marketing capabilities to drive visibility and trial.
Pollen Projects will continue to spearhead PR, events, and social media activations throughout 2025 to complement Speciality Brands’ efforts.
Branson added: “This partnership is incredibly exciting for Speciality Brands, Pollen Projects, our customers and the non-alcoholic category. Speciality Brands has built an enviable reputation of having a first-class team representing the highest quality liquids and I am very proud that Seasn and Sylva are joining their portfolio.”
Related news
