Yet, “When we launched in 2014, people thought we were crazy, since cider was consumed mainly on Epiphany and Candlemas. Even if this remains important in France, consumption has become seasonal.”traces Pierre-Emmanuel Racine-Jourdren, the co-founder of Sassy with Xavier d'Audiffret-Pasquier. The two men, who worked in finance, have known each other since kindergarten. In the bosom of the Audiffret-Pasquier family is the Château de Sassy, in Orne, where cider was produced for personal use. Today, a workshop allows the SME team to produce experimental or limited edition vintages.
Heading for London
To launch their cider, the two partners wanted to renew the image of this drink. “We looked for producers and worked on the packaging, which could be a barrier to consumption with its old-fashioned appearance, and on the recipes”indicates Pierre-Emmanuel Racine-Jourdren. Instead of confronting Norman wine merchants and restaurants, which already had long-standing references, they targeted more disruptive places, such as the trendy Parisian store Colette (since closed) or luxury hotels and restaurants. Sassy thus saw its ciders arrive at the table of the Plaza Athénée. “In Normandy, everyone had their referenced producer, so it was simpler in Paris”continues the entrepreneur.
Aware of the potential of the British market, the founders of Sassy crossed the Channel in 2016-2017. “It is one of the largest cider markets in the world”recalls Pierre-Emmanuel Racine-Jourdren. After using an importer, they opened a subsidiary in London, where Xavier d'Audiffret-Pasquier set up shop.
“When we look at a menu of cocktail bars, the volumes are quite incredible” enthuses the partner who, not content with having attracted London bartenders, also targeted fine restaurants and department stores, before more recently expanding distribution to networks of wine merchants and supermarkets with premium positioning. In 2021, Brexit caused some fears, which were quickly overcome: “It was a challenge to take with additional administrative constraints, but it went rather well.”
Successful diversification in calvados
During Covid, the team worked to find growth drivers in mass distribution, due to lack of access to the bar-restaurant network. In addition to Monoprix, certain Carrefour convenience stores sold Sassy products. “It’s a challenge to build volume for a cider brand. 70% to 80% of outlets are in large and medium-sized stores”specifies Pierre-Emmanuel Racine-Jourdren. In this circuit, efforts have been refocused on certain cider references.
In 2021, Sassy launched a calvados, drawing on the expertise of a producer, Nicolas Garnier, located in Orne. Tastings of the calvados produced at the Château de Sassy convinced the two partners to extend their range to this other emblematic product of Normandy. “Like cider, calvados was a somewhat forgotten alcohol, which still remained artisanal in its approach. We have reworked eaux-de-vie that are rounder and more consensual than the calvados that existed.” Subsequently, a dealcoholized cider joined the range, with success since its sales increased by 30% between 2023 and 2024. However, this product does not represent more than 3% of the company's sales. Fruit juices were launched at the same time.
Since the start of the 2024 school year, in France, “the drinks market has been disrupted by weather conditions, inflation and political uncertainty”observes Pierre-Emmanuel Racine-Jourdren. Growth nevertheless remains in double digits for the year 2024 for the company, with an expected 15% increase in turnover. Cocktails featuring Sassy are also currently offered in Parisian and Normandy bars.
