Ellie Sparrow | The Innovator 25 EMEA 2020

Ellie Sparrow

Brand & Communications Director


Ellie Sparrow is another one of our Innovator 25 cohort this year who lives and breathes the sector she works in. She has been head of brand and communications for premium drinks brand Seedlip – the world’s first distilled non-alcoholic spirit – since shortly after it was set up by Ben Branson five years ago, and brings her passion for health and wellbeing – including being a raw baker and an interest in Ayurveda – to her work. Her role at the pioneering firm, in which Diageo acquired a majority stake last year, includes overseeing on- and off-trade engagement, product launches, brand partnerships and media. Sparrow opened the year by launching Seedlip’s first above-the-line campaign, Drink to the Future, including positive messages about not drinking alcohol through out of home, digital, paid social and partnerships with bars to give free Seedlip cocktails to consumers during ‘Dry January’. The campaign led to the brand’s biggest ever sales month.