At the start of the year, many people are following Operation Dry January to limit their alcohol consumption. An opportunity that various wine merchants and wine merchants have been able to exploit in Aude.
If during Dry January, the trend is to eliminate alcohol, other options exist. In particular that of non-alcoholic drinks whose objective is not to eliminate all consumption. The market has grown in recent years throughout France. Aude is no exception to the rule.
In the cellar of the Comptoir des vignes brand, based in Castelnaudary, the 2025 projects have already started. This January, they are launching this public health campaign for the first time by offering three new references of alcohol-free wines. An enrichment of the range which follows others carried out throughout 2024. From only two products a year ago, the network increased to 16 references at the end of the year, finally reaching 19 today. today, “including still and sparkling wines, spirits (spritz, gin, rum) and beers”. The latest arrivals include a Sauvignon Blanc, a Pinot Noir and a sparkling Sauvignon Blanc.
Through this development, the ambition of Comptoir des vignes is to adapt to a new audience. For several years in France, alcohol consumption has continued to decline. “In 2021, 54% of French people wanted to reduce their consumption. France is the country with the largest number of new consumers of non-alcoholic drinks, with an increase of 25% over the year 2022. Young people, in particular, adopt these alcohol-free alternatives, 41% of 26-35 year olds consume them regularly,” reports the brand in a press release, referring to figures from the French Observatory of Drugs and Addictive Tendencies (OFDT) as well as other survey companies.
If we should increase our sales for Dry January, the increase will be slight
In Carcassonne, the Aubert et Mathieu house has launched into the non-alcoholic drinks market since the beginning of 2024. The creators of this trading company have also chosen to expand their offering due to growing consumer interest. A sparkling rosé and white, each bearing the name Kisumé, were born. A success, according to Anthony Aubert, one of the two managers: “We did very well throughout the year. Although we should increase our sales for Dry January, the increase will be slight. Our customers have coveted these products over the last 12 months.”
For the end of year celebrations, for example, the rosé was quickly out of stock given the numerous orders. “Initially, we targeted pregnant women but we realized that more different profiles were interested”underlines Anthony Aubert. However, those who want to take a break from their alcohol consumption or people who simply do not drink are not among the clientele of the Aubert and Mathieu house. Hence the slight increase estimated for January.
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In Carcassonne, wine merchants Aubert and Mathieu launched into the alcohol-free market
If the findings prove positive for the two creators, the arrival of other alcohol-free wines is not currently expected. “We are doing tests. Nothing conclusive at the moment. We have, for example, experimented with red wines but they lack taste or are simply not up to the mark for sale”concludes the co-manager.
