Seedlip: Product Sampling Experience
Brand Positioning | Creative Direction | Art Direction | Graphic Development | Manufacturing Liaison
Direction: Elevate market visibility for Seedlip, the pioneering non-alcoholic spirit brand, within premium grocery and liquor retail environments. The goal was to transform public perception of non-alcoholic choices—moving away from the standard "lime and soda" fallback toward a sophisticated, flavorful, and intentional beverage experience.
Design: Grounded the concept in deep consumer insights to design an interactive in-store sampling experience that invited shoppers to engage through refined taste, storytelling, and sensory cues. Engineered modular, easy-to-install sampling stations utilizing bold visuals and premium materials that reflected Seedlip's high-end positioning, complete with educational elements like cocktail recipe coasters and brand storytelling touchpoints. Managed the end-to-end process from initial creative direction through production in close collaboration with domestic vendors.
Dividend: Successfully cut through retail noise to establish a memorable, sophisticated brand presence that redefined non-alcoholic categories. The scalable sampling architecture deepened consumer connection and drove brand consideration, proving that thoughtful, design-led activations can successfully shift consumer habits and elevate emerging beverage markets.
SEEDLIP: CHOOSE DIFFERENT BRAND AMBASSADOR ENGAGEMENT
Choosing Different: An Immersive Drink Experience at Retail
In this script, we will guide what choosing different really means, shifting perceptions of what a non-alcoholic cocktail experience can be in retail.
We invite consumers to compare their typical, bland non-alcoholic options with a rich and elevated Seedlip cocktail offering—emphasizing the MORE you get with Seedlip.
Seedlip offers more than just better taste. Therefore, we’re going beyond a standard sample and delivering an immersive cocktail experience. A strikingly beautiful floral product display featuring Seedlip ingredients and the sound of a shaker adding to the theater of quality cocktail craft all work together to create the perfect setting to learn more as consumers enjoy a taste of what a non-alcoholic cocktail should be.
Choosing Different: Off-Premise Sampling Experience Flow Overview
A. ENGAGE: The Brand Ambassador (BA) engages the consumer with a realistic and provocative setup: "What interesting non-alcoholic options do you have for yourself or your guests? Probably something like this." The BA gives the consumer a club soda with lime.
B. SAMPLE: The BA offers a completely different, fresh alternative, using our aromatic display to help illustrate Seedlip's unique ingredient story and show how Seedlip gives you more. Meanwhile, the BA provides a fun cocktail creation experience.
C. EXPLORE: The BA helps guests explore other product options through a taste profile discussion, again utilizing the aromatic display to share a deeper and more varied ingredient story. This is also simply illustrated in our custom drink.
D. GIVE: Guests leave with a giveaway, such as seed-paper coasters that feature a selection of cocktail recipes matching their flavor profile, along with the opportunity to explore even more engagement outside of retail.
BRAND AMBASSADOR SCRIPT
A. ENGAGE
“Hi! Do you love a spicy margarita? Have you tried one with Seedlip Non-Alcoholic Spirits?”
<BA smiles warmly/invitingly>
“You know, it's what to drink when you're not drinking. Seedlip is the premium, non-alcoholic spirit that is perfect for making elevated cocktails at home. It's made from distilled botanicals, and it has no sugar, no calories, and no artificial sweeteners—pretty sweet, right?!”
“I'm <BA name>, and I'm so excited you stopped by! I'm curious: what cocktail options do you have for yourself or for your friends who aren't drinking? Probably something like this?”
<BA shares pre-prepped club soda with lime or a similarly uninspired non-alcoholic beverage>
“This non-alcoholic option is okay, but don’t you think you deserve something more? Let's challenge expectations and choose different with Seedlip Non-Alcoholic Spirits so you can see what you could be enjoying instead!”
B. SAMPLE
“Let me make you our non-alcoholic twist on the spicy margarita using Seedlip Notas de Agave.”
<BA begins prepping sample cocktail: pouring ingredients into shaker, quickly shaking ice in shaker to attract attention>
“There's nothing mock about it. Seedlip is inspired by nature, and each flavor is made with a curated blend of distilled botanicals like citrus fruits, warm spices, and aromatic herbs <or other featured ingredients in the aromatic display>. Seedlip does this by reimagining how a premium non-alcoholic spirit is made. We focus on the details at every step: using the finest ingredients, distilling and blending each for optimal flavor, and bottling them when they are at their best.”
<BA uses aromatic display to showcase the ingredient story along with the Seedlip Process: Sowing, Harvest, Distillation, Blending, Filtration & Bottling>
“Have a taste and let me know what you think! See how choosing different gives you all of the flavor you want and none of the alcohol.”
<BA shares completed cocktail sample with guest and gives them a moment to take a sip>
C. EXPLORE
“With Seedlip, it's all about making delicious, non-alcoholic choices for your cocktail experience. It’s inspired by nature, made with distilled botanicals, and contains no sugar, no calories, and no artificial sweeteners.”
“Did you know Seedlip Non-Alcoholic Spirits come in four delicious flavors?”
<BA showcases information on tasting mat for each>
“Notas de Agave: Today we featured our spicy margarita with Notas de Agave. It has notes of agave along with prickly pear, vanilla, and zesty lime.”
“Grove 42: How about a twist on a Cosmopolitan made with Grove 42? Grove 42 is a zesty citrus flavor paired with bright lemongrass and a kick of ginger.”
“Garden 108: Maybe you'd like a non-alcoholic version of a Mojito made with Garden 108? Garden 108 features cool cucumber with peppery herbs and a note of sweetness from hop blossom nectar.”
“Spice 94: Or maybe you'd like a Spice Mule made with Spice 94? Spice 94 features botanical bitters with cinnamon bark and warming spices.”
D. GIVE
“There's nothing mock about it—Seedlip is the premium, non-alcoholic spirit that is perfect for making elevated cocktails at home. It really is what to drink when you're not drinking!”
“To help you make a cocktail at home, please take one of our coasters inspired by each flavor. They are printed on seed paper that you can plant to grow a medley of wildflowers. The reverse side features a recipe for the cocktail you sampled today, or one that may better match your cocktail preferences.”
<BA shares one of the 4 coasters selected by the guest>
“You can also learn more about our brand online at Seedlipdrinks.com, where you can find recipes, locate where to pick up a bottle, and interact with Elli, our Virtual AI Concierge, to discover a world of all things Seedlip, cocktails, and gift ideas.”
“The next time you'd like to have a premium non-alcoholic cocktail experience, I hope you'll say ‘don't mind if I don't’ and choose Seedlip Non-Alcoholic Spirits.”
<BA smiles warmly at guest as if sharing an inside joke.>