In a world where alcohol has dominated the drinks market for centuries, Boisson has emerged as a surprising and successful player in the non-alcoholic beverage industry. Established in 2021 by Nick Bodkins and Barrie Arnold in the bustling city of New York, Boisson introduced a groundbreaking concept of an alcohol-free liquor store, which quickly gained popularity among consumers. The timing was perfect, as the pandemic had sparked a significant interest in healthier lifestyles and beverages. Capitalizing on this trend, Boisson positioned itself as a tastemaker for those seeking a change.
The demand for non-alcoholic and low-alcoholic drinks has witnessed substantial growth in recent years. According to IWSR data in 2022, the volume of sales for these beverages increased by 7% across ten key global markets. In terms of market value, the non/low alcohol sector exceeded $11 billion in 2022, a significant jump from $8 billion in 2018. With such impressive figures, Boisson recognized an immense opportunity to expand its reach beyond its humble beginnings.
To position itself as a national wholesaler, Boisson recently formed strategic partnerships with industry leaders in on-premise and off-premise beverage distribution, KeHe and LibDib. Unlike traditional alcohol retailers, Boisson benefits from the flexibility afforded by operating in the non-alcohol realm, avoiding the complexity of alcohol beverage regulations. With the support of its distribution partners, Boisson aims to capture a much larger portion of the retail market share.
Boisson’s success can be attributed to its multi-faceted approach in introducing high-quality, non-alcoholic beverages to consumers. The company began with a single retail location in Brooklyn’s Cobble Hill neighborhood, which quickly expanded to include five additional stores in New York City, two in Los Angeles, and one in San Francisco. In early 2024, Boisson plans to open a new outpost in Miami. Simultaneously, the company invested heavily in a direct-to-consumer platform, enabling them to ship products nationwide. This comprehensive strategy positions Boisson as a prominent figure in the non-alcoholic drinks market.
Recognized and Supported by Industry Powerhouses
Boisson’s efforts have not gone unnoticed within the industry. Convivialité Ventures, the venture capital arm of global alcohol giant Pernod Ricard, along with Connect Ventures, invested $5 million in Boisson during a recent bridge funding round. This significant funding injection allowed the retailer to expand its operations and establish a stronger presence in national distribution networks. Leveraging the data gathered from its stores and online platform, Boisson plans to extend its expertise to various venues such as national retailers, grocery stores, bottle shops, entertainment venues, bars, and restaurants.
As the non-alcoholic beverage industry is projected to experience further growth in the coming years, Boisson is poised to lead the way. According to IWSR, they anticipate a growth rate of one-third by 2026. With its dedicated focus on the non-alcoholic category and years of experience in the field, Boisson is well-positioned to continue its dominance in a market that previously held little presence. The sky is the limit for Boisson as it continues to reshape the industry landscape.
Boisson has successfully carved out a niche in the competitive non-alcoholic beverage market. By recognizing the growing demand for healthier drink options, forging key partnerships, adopting a multilayered approach, and securing significant investments, Boisson has evolved into a formidable force. As the industry continues to evolve, Boisson stands at the forefront, ready to meet the increasing demand and redefine the concept of drinks without alcohol.
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