Le Dry January, which is celebrating its fifth edition in France this year, has now become, every year, the privileged month for the launch of new alcohol-free or low-alcohol products that rival each other in creativity. This year, even more, launches are increasing, fueled by customers’ desire to adopt a healthier lifestyle and control their alcohol consumption. New players are entering this market, encouraging early stakeholders to react by making themselves better known. The stakes are high : the global market nolow (alcohol-free or low alcohol) represented 10 billion euros in 2022. It is experiencing significant growth and, in parallel with this increase in demand, alcohol-free wines and their substitutes are experiencing a constant improvement in the quality offered to consumers. In this market, a wine country like France necessarily has a card to play. Four examples of the excitement currently reigning with Maison Chavin, a benchmark in the sector, the new trendy products Low Matter What and Artonic aimed at young audiences, also in Réunion Vranken which launches its sparkling wines and the Chilean Santa Helena and its sweet wines.
In the booming alcohol-free market, Pierre Chavin stands out for the high-end positioning of his wines, but also by the journey of its founder, Mathilde Boulachin. The Chavin house, founded in 2010, quickly gained notoriety for its innovative and refined alcohol-free wines, to become today the number one in premium alcohol-free wines and sparkling wines in the world. The brand offers the widest range of non-alcoholic drinks : eight diverse ranges with very different aromatic profiles (Peter Zero, Pierre Zero Signature, Chavin Zéro, the Little Star, Little Chavin, Opia, Florentine…), ranging from white to red to rosé, effervescents, but also mocktails, including a non-alcoholic version of the unmissable Spritz. Chavin wines are made from selected grape varieties and use complex dealcoholization methods to preserve the quality of the aromas.. Maison Chavin is based in Béziers, in the largest wine-growing region in France. It now generates more than 11 million euros in turnover., including 90% abroad, in more than 60 countries (Japan, South Korea, Sweden, Norway, Denmark, UNITED STATES…). More than half of its turnover is generated by the alcohol-free category.
Mathilde Boulachin, figurehead of alcohol-free
“In my opinion, we are only at the beginning of the consumption of alcohol-free wines. This is not a fashion phenomenon, but from a basic trend. We are witnessing a change in consumption habits. We have a duty to offer all these consumers, younger generations, flexi-drinkers, women, assets, sportsmen, seniors, a quality unifying alternative”, explains Mathilde Boulachin, founder of the Chavin house, wine entrepreneur and emblematic figure of nolow in France and around the world. The success story of Pierre Chavin would not have been possible without the vision and determination of Mathilde Boulachin. Coming from a Champagne family, passionate about the wine industry and aware of the changing needs of consumers, she founded the Chavin house, while she was pregnant, with a clear mission : offering a high quality alcohol-free solution to all those who do not drink or no longer wish to drink alcohol. Today she perfectly embodies a feminine management of conviction, understanding the new challenges of committed and responsible consumption. The non-alcoholic wines from Maison Chavin demonstrate this understanding of market developments and bear witness to the global success of alcohol-free wines..
MONTH OF JANUARY, ANNUAL SPRINGBOARD TO ALCOHOL-FREE
Le Dry January (“Sober January”), month without alcohol, is a public utility campaign encouraging abstinence from alcohol consumption after the end-of-year holidays. The initiative was born in Great Britain and has gone global. In France, it joins a long downward trend in the consumption of alcoholic beverages : – 18% in twenty years.
