Seasn

Branson established Hidden Forces after Seedlip entered Diageo's portfolio, and Seasn is the first brand to emerge from it. The motivation was a specific gap in the AF market: the absence of high-quality, vegan, and allergen-free bitters designed for alcohol-free serves.

The brand's organising principle treats its concentrated liquids as seasoning agents for drinks, drawing a direct parallel to the role of salt and pepper in cooking. Each format is designed to be used in small dashes, three per serve according to the brand, making the range a modifier that adds complexity to any glass rather than a base to drink alone. The core range spans contrasting flavour registers, from fresh and herbal through to aromatic, spiced, and bitter, giving sober-curious drinkers two broad tools for building flavour in alcohol-free serves.

Both products are vegan and allergen-free, a formulation decision that broadens the accessible audience beyond a purely sober-curious market. Distribution is through specialist alcohol-free retailers and direct-to-consumer via the brand's own site. As a compact, focused range in a still-developing product category, Seasn occupies an unusual niche: a modifier brand rather than a base spirit, built around the idea that flavour complexity in the glass matters as much without alcohol as with it. The vegan and allergen-free positioning, alongside the low-dash usage format, makes it one of the more practically versatile additions to an alcohol-free bar set-up.