from drinks to 100% alcohol-free cellars, what are the possibilities in La Manche?

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New French edition of this phenomenon launched in the United Kingdom in 2013: the “ Dry January “, literally “ dry or sober January ».

In this month of January 2025, the challenge is to go a month without consuming alcohol. A voluntary abstinence which gradually digs its furrow into the consumption habitsor rather “de-consumption”, as evidenced by a CSA study carried out for Maison Chavin, the specialist in alcohol-free wine. In 2024, some 10 million French people would have participated, with a bet held from 1^is to 31 for two thirds of the participants.

This year, one in five French people, or approximately 17 million peoplesays he is ready to embark on this month without alcohol. Figures that increase with each edition.

Although the French certainly drink less alcohol than before, they are nevertheless still among the biggest consumers of alcohol in the world. And it's a fact: a European drinks on average more alcohol than an American, according to data compiled by the World Health Organization. But wine culture (the most consumed alcohol in France) and abstinence are not necessarily mutually exclusive. In mass distribution and among wine merchants, alcohol-free references have their place, even if limited.

Requests all year round in Sottevast and Bricquebec

At Cav'Aventure, in Sottevast (Manche), Paul, Thomas and Samuel, alias Paulo, Tom and Sam don't only offer them on the occasion of “Dry January”, which they envisage with their usual good humor. “Not everyone does it, so we get by!” jokes Paul Lemiere. More seriously, it is of course a good thing in terms of public health. »

In their cellar arranged according to the different geographical areas of France, alcohol-free products meet requests throughout the year. “ Alcohol-free wine and beerof the softs [soft drinks, boissons non alcoolisées, NDLR] premises that you don't find in supermarkets, special lemonades, little things, explains Paul Lemiere. We also work with cider makers, and who says cider also says apple juice. »

Whether it's alcohol-free month or not, we always find solutions. For Christmas, for example, we offered baskets filled with alcohol-free products. A cellar is a more diverse place than you might think.

On the Bricquebec side, some non-alcoholic references are also offered at Mathilde Collin and Leeloo Lebreton. “We have two non-alcoholic wines. It's not what we sell the most, we find out at the Cave du donjon, but there is demand. » Non-alcoholic beer, however, has not found its audience there. “But this month without alcohol does not put us in danger,” she continues. We have always experienced a small decrease in our activity in January compared to December, after the holidays. »

The first 100% alcohol-free cellar in Normandy

For those who wish to fully immerse themselves in the world of non-alcoholic drinks, you must go to Caen (Calvados).

In September 2024, Karine Hartemann opened Au Plaisir des Sans, her cellar 100% dedicated to non-alcoholic drinks. The first in Normandy, among the thirty recorded in France.

For the 51-year-old Caennaise, “Dry January” is “an interesting movement” but “everyone does what they want”.

Moderation of course has long-term health benefits. Without being moralistic, we can only encourage and support those who want to get started partially or totally, whether in January or at another time of the year.

What matters to the wine merchant is elsewhere: whatever the reasons for not consuming alcohol, it is about remaining “festive and inclusive”.

“Don’t drink alcohol should not be a punishmentshe believes. For health or wellness reasonsfor pregnant or breastfeeding women, for those who recover less well from a certain age, for workers or drivers, there can be a feeling of exclusion in society. Alcohol is something cultural at our place. And between alcohol and hypersweetened sodas, we must be able to offer something in between. »

Grape varieties from a different perspective

To take advantage of this in-between, however, you must be warned so as not to be disappointed with dealcoholized wine: “You should not expect the same thing as a traditional wine. The structure of a dealcoholized wine is not the same. It will not have the same length in the mouth but it will appear more fruity. It allows you to discover grape varieties from a different angle. »

Since September 2024, Karine Hartemann, satisfied, has found her customers, who come from both Cherbourg and Rouen (Seine-Maritime). A pioneer in Normandy, she has no doubt that other 100% alcohol-free cellars will open in the region.

“What surprised me the most, contrary to the prejudices I might have had, was the presence of a young customers who don't like alcohol, who don't want to consume it. A young generation who has different tastes, who wants drinks that are much less sweet than classic sodas, who seeks well-being without depriving themselves of the social side. »

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