Seedlip partners with Mercedes F1 team

Non-alcoholic ‘spirit’ Seedlip has revealed a global partnership with Mercedes-AMG Petronas Motorsport to become the official supplier of the FIA Formula One World Championships.

As part of the partnership, Seedlip cocktails will be served in the team’s hospitality at all Formula One Grand Prix racing events.

Seedlip founder Ben Branson said: “We are honoured to partner with Mercedes-AMG Petronas Motorsport and together provide a global platform for the designated driver.

“With a shared commitment to innovation and technical excellence we are incredibly excited to work together throughout the F1 season.”

Toto Wolff, team principal and CEO of Mercedes-AMG Petronas Motorsport, added: “It’s fantastic to welcome an energetic young brand like Seedlip to Mercedes-AMG Petronas Motorsport.

“We’re happy that Seedlip is now part of our family, enriching our guest experience at the track with natural, non-alcoholic drinks.

“We’ve signed a number of new partners recently, underlining that Formula One remains a leading marketing platform for companies to drive brand development and business growth.”

This year will see Seedlip unveil a new apéritif range, called Aecorn, which will launch with three expressions.

In December last year, Virgin Atlantic become the first airline to serve non-alcoholic ‘spirits’ after signing an exclusive agreement with Seedlip.

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Author: Nicola Carruthers {authorlink}