Launching a new beverage category in Hong Kong

Seedlip
Challenges

Educating consumers

Seedlip is the world’s first distilled non-alcoholic spirit, first launched to great acclaim in the UK in 2015. A totally new beverage category for discerning drinkers, Seedlip solves the ever-growing dilemma of ‘what to drink when you’re Not drinking®’. In 2018, Sinclair was appointed to launch Seedlip in Hong Kong’s competitive beverage market. Educating consumers to understand the story and benefits of Seedlip was key to creating market impact.

Approach

Strategy
Developed key messages for a Hong Kong audience about an internationally celebrated product

Thought Leadership
Arranged high- profile media interviews with founder Ben Branson to share the brand story and highlight key messages

Experience
Invited top tier F&B, lifestyle and wellness media to experience Seedlip drinks at the media launch and Taste of Hong Kong, and gifted media and influencers with a bottle of Seedlip

Localise
Highlighted outlets in Hong Kong where Seedlip can be tasted, answering the dilemma of ‘what to drink when you’re not drinking®’.

Globalise
Allowed consumers to feel part of a wider community by introducing the ‘N o l o’ campaign to Hong Kong. Taking place in 15 cities across the world the first No and Low Cocktail Bar (N o l o by Seedlip) was an innovative and inclusive new bar concept which saw an emphasis on a drink’s flavour and ingredients rather than the alcohol content.

Seedlip Hong Kong - Sinclair
Outcomes
+29
media and KOLs attended launch events
+150
feature stories and mentions in Hong Kong media
+15
renowned bars and restaurants and retailers in Hong Kong stocking Seedlip
  • 8 interviews with Ben Branson during launch week in Hong Kong
  • Stories in SCMP, Prestige, Drinks Business, Liv Magazine. Spiral Magazine, Capital CEO, Openrice and ELLE Men
  • 33% of coverage mentioned the brand name in the headline
  • Audience of +26m reached through local publications in 7 months
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