Seir Hill founder Brian Miller is on a mission to revolutionize spirits and mixed drinks.
Via products such as Mashville (whiskey-inspired), Durangold (tequila-inspired) and Biscane (rum-inspired) he aims to deliver all of the authentic aroma, flavor and feel of your favorite spirits without the alcohol, sugar, or calories.
When Brian decided to give up alcohol in an effort to lead a healthier lifestyle, he discovered that although he had quit the booze, he had not lost his desire for fine spirits and classic, delicious cocktails.
He tried the big brand’s existing zero % options, but none of them hit the mark.
So, Brian decided to do something about it, setting out on a journey to create truly delicious tasting, mainstay cocktails for America to enjoy, minus the alcohol.
"Seir Hill's line of non-alcoholic spirits are authentic.
Each one is crafted by me personally to reflect the flavors of America."
Fast forward to the present day and Seir Hill produces gold-medal-winning, alcohol-free spirits, crafted from Brian’s converted Connecticut barn, built back in 1744.
Named after the road and farm that the barn sits on, Seir Hill is a celebration of Brian’s hometown and its history, as well as great tasting, iconic beverages.
As I’m sure you can tell from the vintage Airstreams, horse trailers and campers that we feature here on Roll To, we’re suckers for an origin story that is steeped in tradition.
Seir Hill certainly fits the bill.
Continue on to read my full conversation with the Seir Hill founder and learn more about a brand that is striving for authenticity in the alcohol-free beverage sector.
Hey Brian, thanks for speaking with us today and shedding some light on this fast-growing area of the beverage and events sector.
What's your background and who or what inspired you to initially start Seir Hill?
"I am a creative director with 25 years of experience in the beverage industry.
I have designed dozens of websites for brands like George Dickel, Pepsi, Guinness, Mountain Dew, Bass Ale.
Most recently, I was the owner of an agency called MillerSmith and we were the digital agency of record for Crown Royal, designing their site twice.
When my agency was acquired in 2019, I needed a new career path.
After exploring beverage options for myself because of a lifestyle change, I came up with the idea to make my own non-alcoholic whiskey.
And that's how Seir Hill was born — in my home, a barn, on Seir Hill Road."
"We're different.
We're more comfortable in a pair of jeans sitting on a front porch."
There are other non-alcoholic and mocktail brands out there, why did you decide to enter the market and what makes you different?
"I was truly looking for something that I could enjoy for myself and decided to make it a brand when I saw other products hitting the market.
Seir Hill fills a gap in the sector that's left by the other brands who are primarily after the young hipster, urban consumers.
We're different.
We're more comfortable in a pair of jeans sitting on a front porch.
It's true the trend of non-alcoholic spirits started in urban centers, but we're certain that it will spread to middle America and we're positioned to capture that demand."
What have you enjoyed most about running your business? Any favorite milestones or steps of the journey so far?
"The whole experience has been new for me. I spent my life selling my time as creative director.
Now it's nice to develop a product and watch it grow. It's also nice to make money while I sleep!"
What has been your biggest challenge in launching and running Seir Hill? How did you overcome it?
"The biggest challenge has been capital.
It takes a lot of money to develop products and replenish inventory, not to mention marketing and sales.
So, we've been on a constant journey to find financial partners to support the business.
We've had some good luck in this area and I'm grateful for the investors who took a chance on us."
“We are dedicated to helping America's farmers.
My father grew up as a farmer and passed away in 2015.
This is my way of honoring farmers like him.”
Why should mobile bar owners consider stocking or recommending Seir Hill to their clients and event guests?
"Seir Hill's line of non-alcoholic spirits are authentic.
Each one is crafted by me personally to reflect the flavors of America.
Mashville, for example, is meant to evoke the flavors of Connecticut, with notes of sweet corn, tobacco, charred oak, and red apple.
Our spirits have the aroma, flavor and mouthfeel of real spirits and the flavors come to life when mixed in a mocktail."
What are your upcoming plans for the business and what are you most looking forward to over the next year?
"We're working on a line of ready-to-drink canned mocktails.
We think this will bring more consumers into the fold.
Crafting a mocktail with Seir Hill is fun, but it can also be a barrier for people who want something quick and easy.
So having the canned options is going to be very big for us."
That’s super exciting. Can’t wait to see the new product line!
"I just wanted to add also that we are dedicated to helping America's farmers.
We donate a portion of our profits to the American Farmland Trust.
My father grew up as a farmer and passed away in 2015.
This is my way of honoring farmers like him."
Awesome, you’re definitely doing him proud.
Thanks for your time today, Brian, it’s been great chatting and learning more about Seir Hill.
Good luck with everything moving forward!
You can find more information on the Seir Hill brand and purchase their full product range including non-alcoholic whiskey, tequila, and rum options over at the Seir Hill website.