NoLo, but a True Market

In just over a decade, Dry January, launched in 2013 in the UK, has evolved from a trend into a societal phenomenon, easily crossing British borders. Today, choosing not to drink alcohol is much easier, even in countries where wine and beer consumption is deeply rooted. And it's also more enjoyable. Soft drinks, syrups, and fruit juices are no longer the only options. The NoLo market  —No or Low alcohol drinks—now stands at 11 billion euros, with sales expected to grow by 7% by 2026*. While non-alcoholic gin and beers still dominate, innovative products emerging that go beyond merely being "without" alcohol, aiming to offer more than just a guilt-free, post-hangover experience. With exacting standards, carefully crafted images, health benefits, and sophisticated craftsmanship, these products aim to become a staple in consumers' lives.

Aperitif Hour

"To aperitif hour!" says Valérie de Sutter when asked the best time to enjoy her distilled, non-alcoholic "spirits." The juniper berry that defines her bottles is also the base of the gin they mimic. "These are not drinks to share with children; it's an adult experience," she comments. On the rocks or in cocktails, they offer depth, structure, and the originality of alcoholic beverages, delivering the same kick that typically enhances a Moscow Mule or Margarita. A mix of three creations—JNPR No. 11, VRMTH No. 1, and BTTR No. 1, featuring juniper, vermouth, and bitter—can create a Negroni to enjoy chilled and without moderation.

In a few short years, the market has transitioned from de-alcoholized beverages, often very sweet with infused flavors or additives, to alcohol-free nectars made with natural ingredients, healthy, and prized for their mixological properties. Osco is prepared on a base of verjuice, the juice of green grapes harvested before ripening, and draws its other ingredients from the flora of southern France. Elderflower, bergamot, rosemary, walnut, and bitter orange are part of the composition of Jardins’ non-alcoholic aperitifs and sparkling beverages

A New Clientele of Enthusiasts

Once seen as a punishment, non-alcoholic beverages are now proudly embraced during festive moments. The bottles stand alongside spirits, wines, and beers in wine cellars and fine grocery stores, with unexpected modes of distribution. Maxime Chaufour manages two decoration and creative object shops in Marseille. At L’Ornithorynque, alongside furniture, lighting, and a lifestyle selection, you can find elegant non-alcoholic beverage bottles from the French brand Shogga and, since their market debut, from the Belgian brand Gimber. "I started offering them six years ago because I liked the product when I discovered it and because it added a little surprise to my selection," explains Maxime Chaufour. "It's an original gift product that replaces chocolates or a bouquet of flowers," he continues. The "little surprise" now retains a loyal clientele of enthusiasts.

More Than a Drink, a Philosophy

"More than a drink, we offer a truly innovative concept. Gili beverages combine a sustainable approach—we use waste from our ingredients to make herbal teas, for example—a promise of health benefits from ginger components, and, of course, no alcohol," explains Enzo Mazza, co-founder with his wife Gaëlle of the Belgian brand. He justifies the interest of concept stores in these products and Gili's constant presence since its creation three years ago at Maison&Objet. The tastings they offer at the show, timid at first, now attract a clientele of wine cellars, fine grocery stores, restaurant chains, decoration stores, and, of course, concept stores. Their products blend perfectly into the lifestyle offerings of these stores with their meticulous packaging, studied look, quality guarantees, and displayed environmental commitment. "We have to set the bar very high," emphasizes Enzo Mazza, "because there are many brands around us with very interesting propositions."

"Non-alcoholic beverages avoid the restrictions imposed by the Evin law on the sale of alcoholic drinks. We have access to a wider distribution network, and our beautiful bottles are compatible with a non-perishable offering," adds Valérie de Sutter. "They meet an audience that today proudly chooses not to drink alcohol, which wasn't so evident three years ago," continues the founder of JNPR.
Under these conditions, the last drink before hitting the road becomes perfectly acceptable.

*Figures from International Wine and Spirit Research