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Non-alcoholic drinks market: “The basic premise is very simple, it is to listen to the trends”, analyzes Mathilde Boulachain, general director of the Pierre-Chavin estate
Non-alcoholic drinks market: “The basic premise is very simple, it is to listen to trends”, analyzes Mathilde Boulachain, general director of the Pierre-Chavin estate – (franceinfo)
Mathilde Boulachain, general manager of the Pierre-Chavin estate, producer of alcohol-free wines, is the guest of 12/13 info. She analyzes the development of the alcohol-free wine sector.
Mathilde Boulachain created the Pierre-Chavin estate in 2010, with 5,000 euros in her pocket. Today, its turnover exceeds 12 million euros, 50% of which comes from alcohol-free products. “[L’industrie du vin] is an age-old industry that needed a little dusting off. The basic postulate is very simple, it is to listen to trends, demand, to question niches, which sometimes can become quite large., observes Mathilde Boulachain. The idea came to her in 2010: pregnant, she wanted “to consume anything other than alcohol”.
“A growing demand”
However, the market is not only aimed at pregnant women. Mathilde Boulachain, today the head of a trading house, also cites “active people, senior populations” but also “the XYZ generations, who do not have at all the same consumption behaviors as our ancestors”or “sports people, under drug treatment”. “Ultimately the spectrum is quite broad, and it is this whole mosaic which forms a whole and a growing demand”explains Mathilde Boulachain.
