Laurent Jouffe and his nephew Julien Saillard-Jouffe invented a three-liter cubi to sell their Breton pastis. - Maison Jouffe

  • The inventor of Breton pastis had the idea of ​​offering his alcohol in a three-liter cubi.
  • Laurent Jouffe hopes to bring customers back to the wine merchants, who can fill their bottles. An ecological gesture that makes it possible to pay less for the product.
  • Last year, his "Brastis" was a hit. In total, 35,000 bottles of the western anisette were sold.

Three liters of Breton pastis. The idea of ​​Laurent Jouffe to put pastis in cubi may seem strange, even to smile. "And we really need it now." But the entrepreneur from Dinan (Côtes d'Armor) is very serious. While La Maison Jouffe, his small alcohol business, was suffering from the coronavirus health crisis, Laurent Jouffe had the idea of ​​launching a new product. Riding on the success of its Breton pastis launched last year, the Breton "invented" a new concept: pastis in cubi.

He prefers to speak of "bib", the English term which means "bag in a box". "I find it prettier," says the entrepreneur. "We have ordered 5,000 so far, but we have no idea if it will work. We want to see what it looks like. We count on the good fairy who has guided us since the birth of Brastis ”. This "good fairy" was above all a very good marketing move. Last year, Laurent Jouffe had the idea of ​​developing a Breton pastis, the Brastis, a contraction of the words Breizh and the famous aniseed alcohol. The idea stung the ego of the people of the south and conquered the rays of wine merchants.

"Everyone laughs"

Under pressure from large retailers, Laurent Jouffe had even developed a second pastis "Le Vieux Briscard", offered at a lower price on the shelves of Brittany supermarkets. “It has become a gift idea. I have friends from Marseille, OM supporters, who buy them every time they go back down to the South. It's a product that has a nice side, everyone laughs, ”slips the Costarmoricain.

After the breizh coca, there is now the Breton pastis #brastis #Bretagne! Ah bretons 😉😀 pic.twitter.com/jwxIZ8s9eh

- Lecoinvoyageurs (@Lecoinvoyageurs) August 7, 2019

If he had received a few murderous emails at the launch of his product, Laurent Jouffe had above all done a nice publicity stunt. More than 200 media spoke about his drink, contributing largely to the take-off of sales. In one year, 35,000 bottles of his two essences were sold, thanks in particular to the well-thought-out design of the glass bottles. "When we started, we thought we would make 500 or 1,000".

His company, which then sold cognac, rum and calvados, now achieves a third of its turnover thanks to its anisette. But then why dare you offer your product in a plastic cubi? "I wanted to get us out of this anxious atmosphere and offer something friendly that brings people back to the wine merchants." Available in three-liter format at around 80 euros, its "bib" allows customers to come and fill their empty bottle for a very favorable price. “There is an ecological aspect because the product is lighter and less bulky. Even if there is plastic, the carbon footprint is much more favorable. It's a product that can make you smile, but it's serious, ”promises the boss.

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