TORSTAR was engaged in May 2017 to launch the world’s first non-¬‐alcoholic distilled spirit SEEDLIP, founded by Ben Branson in Australia. Our role was to introduce to Australian’s that you can have a ‘drink’ without ‘drinking’ when out with friends in bars, restaurants, special occasions and at home. TORSTAR created a new drinks category in Australia and has driven the growth in the health and wellness category for people considering an alternate option. SEEDLIP leveraged the brand communication to successfully secure prestige distribution with David Jones, Merivale and hatted restaurants.

Our lifestyle team developed a strategic brand communications plan which delivered over 18 million in reach in the first six months. We delivered compelling brand stories in top tier publications including Gourmet Traveller, Harper’s Bazaar and The Australian Financial Review featuring profiles on Founder Ben Branson. In addition TORSTAR created a series of influencer events in Sydney and Melbourne in collaboration with some of Australia’s most recognised Chefs and Bartenders to create bespoke experiences for the brand. Australia is now the #2 global market for Seedlip sales and fastest growing market for the brand with David Jones selling out of stock within the first week of in store availability. Australia set the bar for the New Zealand launch, giving the brand credibility to engage consumers and successfully sell through all product within a week of launch.

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