Bloomberg Businessweek

Bartender, I’ll Have A G&T. Hold the Gin

Diageo is backing a startup that makes faux spirits for $55 a bottle

As hipsters rediscover classic cocktails like the Sidecar, their teetotaling friends are stuck with cola, water, or such treacly confections as the Shirley Temple. After one too many mocktails at pubs, Ben Branson decided to create a nonalcoholic alternative to booze that didn’t taste like it was made for children. Turning to The Art of Distillation, a spirits-making guide first published in 1651, the former branding consultant began experimenting in his kitchen in a cottage near London. The result: Seedlip, a ginlike drink that aims

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