“Warning, the buildings are period”, warns Jean-Charles who is leading the visit to the Crozet distillery. They have been making syrups here from father to son for 150 years. But recently, a new product has flowed into the stills: the Sober Spirit. These are the first non-alcoholic rums and gins distilled and made from real spirits. 100% French products supposed to respond to the growing popularity of alternatives to alcohol.
Once the alcohol has been separated from the liquid, Jean-Charles works on the aromas: “With this extraction, we are going to try to improve it, to sublimate it by adding oak, orange, cocoa and then other elements that remain secret.” Hundreds of tests later, the illusion seems to be complete for customers. “It’s so goodbelieves Eléa who is tasting a daikiri. In the mouth, you feel that there is rum, but it does not burn at the level of the throat. For Louanne who tastes a mojito on her side, “there is no strong side that hurts on the finish, but it really smells of rum”.
At 24, these two young women are not thinking about quitting alcohol, but they still plan to make room for this product in their cupboards. “I’m going to be able to drink the cocktails I wantexplains Elea. We can then get back on the road or, if I work the next day, no negative repercussions.”
According to Calyxte Payant, the creator of these alcohol-free spirits, there are more and more French people looking for an alternative. “We really saw a turnhe explains. Non-alcoholic beer was the best launch of mass distribution, any product and all categories combined.”
“Alcohol consumption has been halved since the 1960s, but it’s also a global movement. You should know that in England today, 25% of those born in the early 1960s 2000 who no longer consume alcohol.”
Calixte Payant, entrepreneurat franceinfo
Calixte’s drink finds its audience. Imagined in the kitchen of the young entrepreneur, it was decorated in 2021 best non-alcoholic spirit in the world in front of 160 competitors, and this, even before the start of its marketing.
The business of zero alcohol is a report to be found in length in the Quarter Hour, the franceinfo news podcast available from 6 p.m. on the Radio France app and franceinfo.fr.