Two category-defining founder exits, landed in the press.
Announcement comms for two of the most-watched exits in the Diageo portfolio. Founder briefings, market-making press kits, and the post-deal narrative.
Seedlip and Mr. Black weren't just portfolio exits. They were signals to founders, co-investors, retailers, and trade press about what DV had been building. Announcement comms would either land them as category-defining outcomes or as ordinary acquihires. Only one version ages well.
For each deal: founder interview prep. Tier-1 press briefings in person. Trade exclusives timed to the announcement. Shared language for what the acquisition meant for the category. A post-deal narrative that kept the story alive for months, not days.
Both exits remain reference points founders use when they pitch adjacent ideas today.