The market "No-Low", Combination of words "No and low alcohol", shelters nearly 300 brands. Pernod Ricard and Diageo are in the lead and you can find their spirits at Sanzalc!
An evening without a hangover the next day? It is now possible thanks to alcohol -free spirits, reproducing the taste and spirit of the classic versions of Gin, whiskey, rum and cocktails. For a long time, alcohol -free offers like Pacific, launched in 1982 by PERNOD RICARD, were little eaten. The French not being very inclined to abstinence, alcohol remained the most popular.
However, the art of living has evolved over time.
Slowly but surely, the French consume less alcohol. According to statistics from the French Drug Observatory and Addictive Trends (OFDT), the consumption of spirits has decreased by 16 % in the past twenty years. Since 2013, the Dry January, initiated by the British association Alcohol changes UK, which has encouraged people to take a break in their alcohol consumption for a month, has made weaning - almost - attractive. In addition to the populations who must monitor their diet for medical reasons - pregnant women and lactating, people under treatment, etc. - or religious, new amateurs, such as athletes who wish to monitor their diet, young workers and retirees who want to take advantage of an aperitif without undergoing the negative consequences, are added to the list.
In the eyes of Simon de Beauregard, director of international marketing of Pernod Ricard, half of the buyers of alcoholic beverages in France prefer offers "no or low alcohol", and alternate between convivial moments with and without alcohol. According to the IWSR Institute, this new market is estimated at $ 10 billion and experiences an annual growth of 8 %. In search of riding this wave, the group led by Alexandre Ricard became the majority in early 2021 in the capital of Ceder's, an alcohol -free, sugar -free and gin flavors distilled. In addition to the juniper berries, Ceder's is seasoned with coriander, citrus and plants from South Africa such as Rooibos and Buchu. The brand is already successful in fifteen countries, including the United States and Canada. In parallel, Pernod Ricard declines in "special abstinent" version some of his classics as Suze Tonic Zero.
Another major in search of growth relay, Diageo (Johnnie Walker, Smirnoff, Baileys ...) took a majority participation in Seedlip in 2019. This company was founded in 2015 by Ben Branson, a colorful character and tattoos , which created Seedlip Garden 108 - a very British recipe with notes of pea, hay and hops. Insusing, Ben Branson avoids imitations and invents new flavors appreciated in New York bars and restaurants in Barcelona.
Who will be the winner of the next lottery of no-patient ?
More than three hundred brands, some of which are fully produced in France, as Jnpr, Osco and Ousia, try their fate. The rules of the game attract the daring, which escape the rights which apply to alcoholic beverages as well as the “sodas” tax based on the sugar level. In addition, they benefit from a 5.5 %VAT rate, which is the same as for fruit juices, and is much lower than that which applies to liqueurs, for example. And to top it all: ignoring sugar and alcohol, inventors of no-patient are not affected by inflation that strikes these two ingredients. Therefore, these drinks generate margins of around 40 %. If their success is there, the pioneers will be able to sell their small business to a big name of wines and spirits.
The risk potential is limited because the initial capital can be modest. Stella Bouquet and Guillaume Vilain, co-founders of Ousia-free drinks, produce beverages in their Parisian laboratory. “We combine infusions and plant extracts that deceive the taste buds. For example, juniper bays provide an equivalent feeling to the taste of alcohol. To be sure to respect tastes, we validate our recipes with bartender and consumers, ”adds Guillaume Vilain. Thanks to a launch concluding in September, the duo is finalizing a first lift of 500,000 euros from individual funds and investors. The number one objective is to communicate in order to convince bars, restaurants, wine merchants and even large areas to offer an alternative. In the meantime, the market develops mainly on the internet, as The Lille site Sanzalc Who selects spirits, beers and wine without the unpleasant side effects.
This column is rewritten following this article of L'Express.
