Speciality Brands Expands into Non-Alcoholic Category for the first time with Pollen Projects Partnership

Award-winning UK premium drinks distributor, Speciality Brands, is thrilled to announce its exclusive partnership with Pollen Projects, marking a significant milestone as the company takes on its first non-alcoholic brand. 

This move highlights the growing importance of the no-and-low category in the UK and solidifies Speciality Brands' commitment to curating a portfolio of high-quality brands, each offering a point of difference to its customers.

Pollen Projects, founded by Seedlip creator Ben Branson, is an independent, innovative venture studio dedicated to the non-alcoholic category. Currently, its award-winning portfolio includes two pioneering brands: seasn, a duo of non-alcoholic bitters, available in some of the UK’s best cocktail bars and Michelin star restaurants and just launched Sylva, a distillery and maturation lab making aged non-alcoholic spirits already stocked in Selfridges, Berry Bros & Rudd and The Fat Duck.

“This partnership is incredibly exciting for Speciality Brands, Pollen Projects, our customers and the non-alcoholic category,” says Branson. “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.”

“We’ve been studying the no & low category for some time as it has undoubtedly become a category that cannot be ignored. Its 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. 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.” Says Chris Seale, Managing Director, Speciality Brands.

Starting in April 2025, 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.

Gen Z, born between the late 1990s and early 2010s, drinks approximately 20% less per capita compared to Millennials. Around 45% of Gen Z adults (21+) have never consumed alcohol, compared to about a third of older generations. This shift is driven by health consciousness, the rise of non-alcoholic alternatives, and economic factors such as the rising cost of alcohol (CGA ´23). With the non-alcoholic category showing no signs of slowing, this partnership represents a significant step forward in providing customers with delicious premium non-alcoholic alternatives.

For UK related sales queries regarding seasn & Pollen Projects please contact the Speciality Brands sales team: sales@specialitybrands.com