JNPR is at the forefront of these new kind of spirits which correspond to one of the most striking new consumer trends. A promising market that business angels did not fail to notice. With them, the company has just raised 1,1 million euros to accelerate its development, two years after its creation.
Morgane Sezalory (founder of Sézane), Julien Sylvain (founder of Tediber), Sacha Boston (co-founder of Jimmy Fairly), Quentin Reygobellet (co-founder of Blissim) et Vianney Vaulte (co-founder of Backmarket) are among the business angels supporting JNPR. The fundraising will allow the start-up to increase commercial operations aimed at professionals, to open up new growth prospects and triple its turnover this year. It will also allow it to work on other innovations in the months to come. The brand's three references have already made their debut on the shelves of the Grande Épicerie de Paris, place of consecration of young brands if there is one. The last reference, BTTR no 1, also won a double gold medal at the San Francisco World Spirits Competition, the most famous spirits competition in the world. An accolade that comes after its gold medal for best spirit in the non-alcoholic category and best innovation of the year 2021 at Paris Cocktail Spirits.
A market of the future
The decline in alcohol consumption per capita in France is spectacular : thus between 1960 and 2018 (latest figures available), consumption of alcoholic beverages has been more than halved. Sales of low-alcohol and non-alcoholic spirits increased by 32,7% between 2019 and 2020 ! France is one of the ten countries which consume more than 75% of the total consumption of Low and No Alcohol. The no- and low-alcohol category already represents 3% of the total beverage market and is expected to grow 31% annually by 2024 (source : ISWR 2021).
An atypical business model
“Whether for health reasons, for pregnancy, to drive safely or simply to moderate your alcohol consumption, JNPR reinvents the aperitif with alcohol-free, without compromising on taste and usability. JNPR No. 1 and JNPR No. 2 also have no sugar, which is a particularly differentiating element among all the offers on the market today”, explains the CEO and founder of JNPR, Valerie de Sutter. An atypical business model, spotted by the biggest e-commerce companies, who did not hesitate to invest. While the majority of beverage brands are sold through physical points of sale, the start-up generates 70% of its sales via its e-commerce site.
An alcohol-free aperitif intended to be ecological
It was after the birth of her twins that Valérie de Sutter, heiress to a family of farmers and entrepreneurs, notes the lack of a drink in tune with an era that aspires to healthier alternatives to alcohol. His research led him to discover the medicinal properties of distilled juniper berry and other plants and spices., such as coriander seed, all widely used in the 17th century. The designer joins forces with the talents of Flavio Angiolillo, famous bartender from Milan, owner of the 1930 Cocktail-Bar ranked among the 50 best bars in the world, to design a liqueur heir to this spirit and which would preserve, even without alcohol, excellent mixology properties. The brand also places its product in an ecological approach, with labels made from compostable sugar cane scraps and, Above all, by planting its own juniper trees in Normandy.
