In recent years, the market for non-alcoholic wines and spirits has been booming.
New brands have emerged and launched high-end product ranges by focusing on the aromatic qualities of their beverages and a premium positioning to win over and convert new consumers.
On the eve of the New Year and Dry January celebrations,
20 Minutes
looked at this offer which is gaining more and more followers.
In the evening, the world is divided into two categories: those who fear the hangover which will put their head in a vice, and those who do not drink and must be satisfied with a juice or a not very festive soda.
But that was before.
Before new brands of non-alcoholic spirits emerged and offered gins, red, rosé or sparkling wines with subtle and powerful aromas.
New alternatives promising a premium experience both for alcohol lovers who wish to reduce their consumption and for those who never drink it.
A few days before the traditionally (too) drunk New Year's Eve and the launch of Dry January,
20 Minutes
looks at these increasingly popular non-alcoholic wines and spirits, which can be consumed without moderation.
A new request
Until recently, the non-alcoholic offer was a few beers, sparkling apple juice in a fake champagne bottle or neon cocktail drinks, promising an even crazier party.
"Only products with recipes full of sugar and additives, not very interesting in terms of taste and with ultrakitsch and not very attractive marketing, which were reserved mainly for pregnant women", summarizes Aline Pozzo di Borgo, expert professor in luxury marketing.
Even though France is the sixth biggest alcohol-drinking country in the OECD, the numbers are falling.
Between 1960 and 2018, the average consumption per French person of alcoholic beverages fell from 200 to 80 liters per year.
“People are drinking less, behaviors are changing and the emergence of Dry January attests to this change,” emphasizes Aline Pozzo di Borgo.
Today, being able not to drink is hype.
Especially among millennials, who are aware of drinking and want to do it in a more reasoned way.
There, non-alcoholic drinks find their angle of approach”.
Three years ago, when Valérie de Sutter created JNPR, her non-alcoholic gin brand, “interest in the sector was limited.
Now, we pay more attention to our health, and there are more and more people who pay attention to what they eat and drink.
Most of our customers continue to drink alcohol, but they want to reduce their consumption, during the week to stay in shape at work, or on weekends when they have to drive.
In this configuration, some have an aperitif with JNPR, then a “normal” glass of wine at dinner, and thus lower their overall consumption”.
“A new qualitative and very aromatic offer”
But to seduce palates accustomed to alcohol, it was still necessary to offer “real” alternatives.
“A new qualitative and very aromatic offer has appeared, with wines, gins and alcohol-free rums, observes Aline Pozzo di Borgo.
Quality that we owe to the entry into play of the distillers, who knew how to create non-alcoholic versions with real flavors, not sugary substitutes”.
Substitutes that did not really delight the palate of Fathi Benni: "I who do not drink, I was condemned to find myself with a glass of juice or cola in the evening", he recalls.
So, "aware of the expectations of these non-drinkers for whom there was no offer worthy of the name", five years ago he launched Le Petit Béret, a brand of alcohol-free wines and spirits co-founded with Dominique Laporte, best sommelier in France.
To develop their range, the two partners developed a process in partnership with Inrae: "a unique distillation process, which makes it possible to obtain the same aromatic profiles as a spirit or a wine, without having any secondary alcoholic fermentation. .
So our products, without sulfites or chemical elements, do not contain alcohol and have never contained it”.
A few years later, the brand offers a wide choice of white, red or sparkling wines, as well as spirits such as rum, whiskey, apple liqueur, lemon or mint, and is preparing the launch of around ten new products.
“Taste and quality are there because we also rely on quality ingredients,” insists the entrepreneur.
The quality of ingredients and processes is also what drives the founder of JNPR, “which owes its name to 'juniper', or juniper berry in English, the star ingredient of gin, says Valérie de Sutter.
We come with a qualitative and assumed alcohol-free proposal, which is why we have developed our recipes with one of the best bar tenders in the world, hand in hand with our distillery in Corrèze.
We use spices and plants that are distilled in a still as for a traditional gin, except that it is produced directly without alcohol, and not subsequently dealcoholized, to emphasize the taste and not have no alcohol residue.
And no sugar is used”.
On tasting, the spices and plants express their aromas, but without the burning sensation.
“Obviously, our gin does not have 40 degrees of alcohol, explains Valérie de Sutter, but the length in the mouth is there.
And mixed with a tonic for example, the comparison is stunning”.
A premium experience at a premium price
For this new offer, every detail is thought out to offer a premium experience.
“We created food and drink pairings with chef Gilles Goujon, 3 stars in the Michelin Guide, with the idea of being able to have fun from aperitif to digestive, reveals Fathi Benni, whose brand has fans around the world. entire.
We are present in countries that have a culture of wines and spirits than in those where we do not drink.
This keeps those who don't drink from feeling left out or underappreciated, whether it's at a party with friends or at a restaurant when you're handed the wine list.
Alcohol does not have a monopoly on refined drinks”.
These new drinks also cross the doors of the most opulent places.
“Now, restaurants call us because customers ask them for JNPR, they want a quality alcohol-free offer everywhere, that's new, notes Valérie de Sutter.
We work with a large group of restaurants in Paris, whose sales of non-alcoholic cocktails represent 40% of cocktail sales, which is enormous.
And it's the same for the hippest bars: today, an establishment worthy of the name must offer its customers fine and sophisticated alcohol-free cocktails”.
Willing to pay the price
The graft took, so that customers do not hesitate to pay the same price as for a classic spirit.
“For all these reasons of quality, brands manage to justify the idea of selling their products at the same price as the versions with alcohol, notes the expert in luxury marketing”.
But if they don't contain alcohol, they don't cost less to produce.
“It even costs about 30% more,” stresses Fathi Benni.
An additional cost which is explained “by a greater quantity of spices and herbs”, adds Valérie de Sutter.
In addition, “the brands have been able to go into the luxury niche, with elaborate offers in terms of taste, packaging – with very beautiful bottles – and experience, deciphers Aline Pozzo di Borgo.
There was a real search,
we took all the premium codes to make attractive products.
For which consumers are willing to pay”.
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