After launching 220 Grains, a service enabling individuals to build their wine cellar collection, Kieran Ferragu (E19) and Pierre Fischer (E19) have now become pioneers of NoLo, or low & no alcohol beverages. We have a closer look. 

ESSEC Alumni: How did you go from wine to NoLo?

Kieran Ferragu: We were exploring Austrian vineyards to diversify our offer and came across Sparkling Tea, an upmarket tea created by a Danish sommelier and sold in more than 50 countries and 100 starred restaurants at the time, but not yet available in France. Won over by this product, we rapidly obtained exclusive distribution rights to Copenhagen Sparkling Tea in France. A few months later, the beverage was on offer in several prestigious establishments, including the Four Seasons George V, Maison Pic or Maison Villeroy in Paris.

EA: What does the NoLo sector encompass precisely? 

Pierre Fischer: The acronym NoLo refers to all products with low or no alcohol. This category emerged at the same time as a generation who is more concerned about its health and well-being, wishing to consume less but better, and looking for qualitative alternatives to standard sodas and juices. 

EA: Where is the sector at right now?

K. Ferragu: According to the Sowine x Dynata barometer published by our peer Sylvain Dadé (E97), 28% of French people consumed NoLos in 2024. This is enough for specialised players to emerge, such as the Déjà Bu or the Paon qui Boit cellars in Paris, and for several restaurants, especially in the gourmet category, to show an interest. Maison Pic in particular offers several alternatives to its traditional wine menu, and the Michelin 3-starred Clos des Sens in Annecy creates its own in-house alcohol-free pairings. 

P. Fischer: That said, brands which endure with a solid reputation remain rare, because consumers become more demanding as the offer grows. A clear example is that of alcohol-free wines, which struggle to rival the success of alcohol-free beers, and stagnate at 10% in this category. It must be pointed out that the chemical process used to obtain these wines removes a part of their complexity, texture and taste, thus tending to distance them from their original terroir. Another limit is that by using the world ‘wine’ we create certain expectations which are often not met. 

EA: What about Sparkling Tea?

K. Ferragu: This category is successful because its ticks a lot of the right boxes; it’s organic, vegan, sulphur-free and thus compatible with all religions and dietary restrictions, and above all because it has an appealing taste. Copenhagen Sparkling Tea products in particular are made with organic green, white, black and Oolong teas sourced in Asia from small independent farms; brewed at temperatures and for periods which vary according to the variety and desired result, then blended. Co-founder Jacob’s experience as an award-winning sommelier contributes greatly to this premium positioning.

EA: What is the outlook for the NoLo sector in the coming years?

P. Fischer: What we know for sure is that the consumption of alcohol will continue to decline, leaving a front-row seat for its alternatives. There will be other market shares to win. Heavy investments by major groups such as Pernod Ricard or LVMH, which place France among the leaders in the sector, is proof of this, and ultimately heralds a likely concentration around a handful of major players. The latter will have the necessary development and marketing resources to transform a niche product into a mass consumer item.

EA: What strategy are you adopting in this context?

K. Ferragu: We want to avoid the fashion effect, which is thrilling but short-lived. This is why, unlike others, we don’t focus all our efforts on operations such as Dry January. Our aim is to address consumption all year round. This is why our sales strategy prioritises luxury hotels, who place our products in their rooms; gourmet restaurants who add us to their menus; or service providers such as Parisian department stores, specialised sales outlets, and private clubs such as Chais d’œuvre, run by award-winning sommelier Manuel Peyrondet (Meilleur Ouvrier de France). Before meeting us and in the 13 years of the club’s existence, he had never offered alcohol-free beverages to its members.

Interview by Louis Armengaud Wurmser (E10), Content Manager at ESSEC Alumni

Do you want more content? Join us now so that we can keep bringing you news about the ESSEC network.