“Non-alcoholic wines, “a basic trend” to offset the general decline in consumption” – Midi Libre
The world market is now crazy about so-called alcohol-free wines. Near Béziers, the Pierre Chavin estates have specialized and manager Mathilde Boulachin confirms the growing success of these drinks. “We have had double-digit growth every year for the past ten years and we make 50% of our €13 million turnover from non-alcoholic drinks,” says Mathilde Boulachin. The company director, a wine merchant for the Pierre Chavin estates, based near Béziers (Hérault), had a nose for it when she launched into alcohol-free wine. It now operates in 60 countries and exports 90% of its products.
The phenomenon of the decline in wine consumption is global
The decline in wine consumption has been accompanied by an explosion in the consumption of non-alcoholic alternatives, mainly abroad. Among them is this Chavin range, which cannot be qualified as wine, as any drink below 9°.
“This phenomenon of the decline in wine consumption in France is global: it shows a growth of 1%, it will soon be in decline while we are at +10%, see +20 to +30% in some countries: Japan, South Korea, but also in Canada, the United States, Scandinavia, Germany and it is moving in Australia, “lists the Champagne of origin. She is pleased with the success of the dry January, the fourth edition of the month of January without alcohol in France, which would be followed in whole or in part by 35% of the French. But her analysis goes beyond the simple fashion effect.
“There is this tendency to want to stay on top of one’s means”
“The non-alcoholic drink is not a niche, but a basic trend” insists Mathilde Boulachin, who is currently hyped by the media. “The French population is interested in moderation or the reduction of a month without alcohol to see what it gives”.
Above all, she explains that it is not only pregnant women who are in demand, but also a growing fringe of active people, city dwellers, who want to reconcile professional life, family life, social life and sports activities while being efficient everywhere. No more room for drunkenness!
“There is this tendency to want to stay in control, especially in Asia, people who want to be at the top of their image and master their means” analyzes the manager and founder of Chavin Estates. “Generations X, Y, Z don’t like alcohol and go towards these Instagrammable trends”.