Speciality Brands partners with Pollen Projects

Speciality Brands partners with Pollen Projects

Speciality Brands has announced an exclusive partnership with Pollen Projects, marking the premium drinks distributor’s first move into non-alcoholic brands.

Posted on

25 March 2025

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. 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." - Ben Branson

"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." - 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.

More News

Port Askaig expands its Islay single malt range

Port Askaig is expanding its Islay single malt range with the return of 100 Proof and a new Sherry Cask expression.

Nikka whisky lands Sainsbury's listing

The Japanese spirits brand is making its debut at Sainsbury's with an inaugural launch for its famed expression Nikka Whisky From The Barrel.

Nikka Miyagikyo 10 Year Old Single Malt returns to the UK

Nikka Whisky is launching Miyagikyo Single Malt 10-Year-Old in the UK via Speciality Brands, its first age-statement release from the distillery since 2016.

Four Michter's limited releases land in the UK this spring

Speciality Brands is releasing four limited Michter's editions, including the sought-after 20 Year Bourbon, Toasted Barrel Finish Sour Mash, 10 Year Rye and 10 Year Bourbon.

Cocchi celebrates cocktail history & Hanky Panky celebration

Italian Vermouth Cocchi has collaborated with the American Bar team at London's Savoy Hotel to pay tribute to one of the venue's legendary cocktails, The Hanky Panky.

Hampden Estate launches its oldest rum to date

Hampden Estate has added Hampden Fifteen, the Jamaican distillery's oldest expression, to its permanent core range in the UK via Speciality Brands.

Starward x Lagavulin whisky makes UK debut

Australian whisky producer Starward is releasing the limited-edition Starward x Lagavulin in the UK via Speciality Brands, with small quantities available at selected partners.

J.P. Wiser's 10 Year Old unveils a bold new look

J.P. Wiser's has unveiled a new look for its 10 Year Old Triple Barrel whisky, with a bold red design celebrating the brand's Canadian heritage.

Michter's celebrates the timeless Manhattan this November

Michter's the premium American Whiskey is delighted to announce the launch of Michter's Manhattan Month - a special cocktail celebration in partnership with West London's cocktail venues.