On the occasion of Dry Januray, Le Paon qui boit, a business in the 19th arrondissement of Paris specializing in non-alcoholic drinks, offers a "calendar of the after".
“It allows you to discover alcohol-free and take a break after the holidays,” explains Augustin Laborde, the founder of the company, which opened its doors last April.
For the young entrepreneur, “alcohol-free is still in its infancy in France, but it's not a fad.
It's a new art of living!
»
After the Advent calendar, the “after calendar”!
But a calendar all in sobriety since it only includes non-alcoholic drinks.
It's the bet of Paon qui boit, a shop in the 19th arrondissement specializing in the sale of non-ethylated drinks.
“It's a client who wanted to do this for a friend, says Augustin Laborde, the company's founder.
We took up the idea with a nod to Advent even if it doesn't have the same meaning.
The young man adds that this offer is fully in line with Dry January: “It allows you to discover alcohol-free and take a break after the holidays.
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The box of 31 drinks is available online but it is possible to compose it on site.
"We try to vary with beers, wine, cocktails", explains Augustin.
And there is the choice since the Paon qui boit offers around 400 references at the last count.
There are thus fermented drinks such as kefir or kombucha, non-alcoholic beer, ginger drinks - "very fashionable at the moment, especially to spice up cocktails" -, wine with or without fermentation, and strong alcohol equivalents.
There are also a few original creations that are not mere copies of spirits.
“These are innovative products, but it may be a bit early.
It is now easier to sell non-alcoholic gin, for example,” comments the business manager.
“A new art of living”
For him, who opened his shop in April 2022, “alcohol-free is still in its infancy in France but it is not a fashion.
It's a new art of living!
At the same time, you need a minimum of belief in it to open a business solely focused on this sector, the first in Paris.
But contrary to what one might think, this “new art of living” will not be 100% abstinent.
“There will be flexibility on alcohol, continues Augustin.
Moreover, the majority of our customers are not pregnant women or practicing Muslims, but people who continue to drink alcohol but who want to take a weekend break, people who pay attention to their health.
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He himself has stopped drinking since confinement, for no particular reason.
"I lived in several Muslim countries like Afghanistan, and I realized that it was possible to live without alcohol," he recalls.
And since there were very few non-alcoholic products "or not of very good quality and too sweet", he then had the idea of opening his own business, with "local drinks, organic if possible and provided by small producers.
And in order to make his products known, he organizes tastings every week and will intensify them for Dry January.
History to remember that "alcohol-free is very inclusive, these are drinks that everyone can drink together".
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Why the Drinking Peacock?
"It's a name that raises questions and therefore we remember it better," explains Augustin Laborde.
The name also works very well in English with "Drinking Peacock".
“And a peacock needs to drink regularly to maintain its plumage, so that was a snap too,” the young man concluded.
Paris
Ile-de-France
Alcohol
Dry January
Company
Schedule