Why? Why would you take what many would consider the best part of gin out of it? First of all, this "alcohol-free gin" thing is something that has been put out by the press in a recent article. I don't think of my product as an alcohol-free gin. Traditionally, a gin must be juniper-led, and we don't add any juniper. We're not trying to taste like a gin or taste like an alcohol. There's no juniper; there's no mimicking the burn of alcohol. These are all unique flavour profiles. Obviously we have things in common with gin: copper stills, made with botanicals, served with tonic.That said, I've learned that the world is actually beginning to drink less alcohol. We're drinking, globally [speaking], the least amount of alcohol than at any time in the last 20 years—I even found companies like Daybreaker that throw sober morning raves. Even in London, one in three young people say that they don't drink alcohol. But sugary fizzy drinks like Coca-Cola are also declining. At the same time, I also thought that cocktail culture and the innovation culture within the world of spirits was really exciting.
On a Monday night, or if you're driving, or if you're pregnant, or if you're having a night off—there are lots of reasons that you might not be drinking.
Can you walk me through how it is made? We individually distill every single ingredient, all of which are grown on trees or in the ground. We don't add any sugar or sweetener, and it takes six weeks to make any one batch.We now have two products. Seedlip Spice is very aromatic and woody, and has two barks, two spices, and two types of citrus peel. It is very spice-led: allspice berries and cardamom are the dominant flavors. It's perfect with tonic and some red grapefruit. Our second product is Seedlip Garden which is very floral, very herbal. It's been a fantastic opportunity to use things from my farm. We use my peas, my hay, rosemary, thyme—those very traditional English garden ingredients. And again we serve that with tonic, with a slice of cucumber or in non-alcoholic cocktails.
We were lucky to launch in Selfridges, and they sold those first 1,000 bottles in three weeks, and the next 1,000 in three days, and the next 1,000 in 30 minutes.