(00:05)
You know, I’m seeing really great producers producing high-quality wines entering the non-alcoholic category. Even in Bordeaux, classified growths, even some producers in the Loire Valley. Just to put a few French examples. And so do we.
So I think, yes, I really trust that it’s just a question of time. And I may add something, Vanessa. I really think that for the next years, and even beyond, we’ll see that maybe the reality will be in between 0% and the regular 12 or 13% ABV.
And we’ll have the whole spectrum of de-alcoholised products. Some of them will be like seven, eight, maybe five percent, and will be enjoyed like beer. So I think it’s just the beginning. I find it all very exciting, to be honest.
(00:43)
Welcome to Non-Alcoholic Wine Celebrities, a 30-minute B2B podcast hosted by me, Vanessa de Souza Lage. I’m the founder of Vin00s, vin00s.com.
In each episode, I sit down with a professional who’s shaping the non-alcoholic wine market.
This show is designed specifically for industry professionals, bringing you sharp insights and strategies from the leaders driving one of the fastest-growing categories in beverages.
So thank you so much for being here and taking the time to listen. If you’re enjoying the show, please follow us on your favourite listening app or subscribe on YouTube. Every listen and every follow helps us keep this podcast alive and bring on high-quality guests.
From the bottom of my heart, thank you so much. Happy listening.
(01:47)
Today’s guest is Pierre-Adrien Fleurant, Managing Director of Maison Saint Aix in Provence.
He has over fifteen years of leadership experience across the wine and spirits industry in North America and Europe, and a long-standing interest in innovation and no-/low-alcohol technologies.
Before joining Aix, he even ran his own no-/low-alcohol e-commerce platform called NOA Drinks.
This year, Maison Saint Aix launched Beau Viva, their first zero-alcohol sparkling rosé, and we’ll talk about why they entered the category, how the wine was developed, and where they see the non-alcoholic segment heading.
Thanks so much for being here.
Pierre-Adrien Fleurant
Thank you, Vanessa. It’s a pleasure. Thanks for having me.
(02:52)
So Beau Viva entered the European market in spring this year, 2025. What made you and the team decide that now was the right moment to launch Beau Viva, your first 0.0% sparkling rosé?
And as a follow-up, is this why you were employed in November 2023, because of your expertise in the no-/low-alcohol category?
Pierre-Adrien Fleurant
We launched Beau Viva in spring this year. The main reason, to be honest, is really a product reason.
We thought that if we were to launch a de-alcoholised wine, it had to be the best possible. We made not just a few, but actually dozens of experiments over the last two and a half years.
So it actually started before I joined the company. But we were really happy with the current blend and the current de-alcoholisation process that we’re using.
It took some time, and we wanted to make sure that first our team was convinced, and then our main partners.
So it took almost three years to get these results. And early this year, we thought we had a good product to actually enter the market.
(04:20)
And you wanted to enter the market because it’s a good market to enter? You think it’s a lucrative market?
Pierre-Adrien Fleurant
We think so. For almost twenty years, we had only one product. Maison Saint Aix makes only one great rosé from Provence, which makes us quite unique.
Most wineries tend to have multiple products and SKUs, and it’s tempting to do spin-offs. And we never really did that until we launched Beau Viva.
So it was a big step for us to say, okay, let’s go into the non-alcoholic category. But everything we do needs to serve our mission: bringing people together, families, friends, lovers, to celebrate every moment of life.
We thought that developing a great de-alcoholised wine would serve this purpose, in line with the purity of Provence.
(05:46)
Do you think you’re going to reach new audiences with it?
Pierre-Adrien Fleurant
Yes. What we’re seeing is that a lot of regular consumers of Aix don’t drink alcohol every day, but they want this moment of sharing, of convivialité as we say in French.
They enjoy a glass of Beau Viva on a Tuesday, maybe at lunch with colleagues, to celebrate a project.
We see more and more flexi-drinkers: people who enjoy wine on weekends, but also love a glass of Beau Viva during the week.
(07:12)
What was the most complex part of developing Beau Viva?
Pierre-Adrien Fleurant
The most complex part was finding the right combination between the best varietals and the right technique.
We tried spinning cone and reverse osmosis, but we decided that vacuum distillation was the best technique.
We used all the knowledge of our team in Provence to craft the best de-alcoholised sparkling rosé. Sparkling, because Aix is a celebration brand.
(08:46)
Which demand drivers will shape the category in the next two years?
Pierre-Adrien Fleurant
I really think the main driver will be flexi-drinkers. Not only religious people, pregnant women, or people with health reasons, but anyone who wants to enjoy a great drink and share it with friends.
(10:00)
Do you see new consumers who never drank wine before entering through non-alcoholic wine?
Pierre-Adrien Fleurant
Absolutely. In my previous experience in Spain with NOA Drinks, we saw that many consumers had never had an alcohol-free drink before.
For wine, it was even stronger. It’s a way for people to replace soft drinks with something more adult and one day maybe move to moderate wine consumption.
(11:48)
Interlude – Vin00s
This is Vanessa. Just a quick interlude to tell you a little bit more about Vin00s.
We are a media publishing platform for professionals in the non-alcoholic wine market. If you want to be interviewed, advertise on the podcast, be in our newsletter, or collaborate with us, there are many opportunities to partner with us.
You can find our media pack at the bottom of vin00s.com, or email us at info@vin00s.com
.
(12:18)
How do you see the competitive landscape for zero-alcohol sparkling wines?
Pierre-Adrien Fleurant
We see more brands above $15, $20, $25, which was not the case five years ago.
Consumers are ready to pay more for quality. There will be a natural selection by the consumer. If the quality is not there, the product will disappear.
For us, Beau Viva is around $30 in the US.
(15:07)
What is the wine industry misunderstanding about zero-alcohol wines?
Pierre-Adrien Fleurant
There is fear and uncertainty. Some brands are not yet at the quality level consumers expect.
But more great producers are entering: even classified growths in Bordeaux, producers in the Loire Valley. It’s just a question of time.
(17:40)
You mentioned low-ABV wines. Is this something you’re working on?
Pierre-Adrien Fleurant
Yes. We are working on a pilot project to de-alcoholise partly some great rosés to reach around 6% ABV.
If the quality meets our standards, we will launch it. You’ll be one of the first to know.
(18:38)
How is adoption evolving in France?
Pierre-Adrien Fleurant
It’s still early, but more great restaurants and bars are offering de-alcoholised wines. Adoption will grow as quality improves.
(21:46)
Do you see Maison Saint Aix expanding the Beau Viva range?
Pierre-Adrien Fleurant
For now, we want to establish this sparkling rosé. Later, maybe a still rosé or low-ABV wines.
(22:27)
Your bold prediction for the future of non-alcoholic wine?
Pierre-Adrien Fleurant
Premiumisation. Consumers will pay for quality. Low-ABV and 0.0% wines will match many daily moments of life.
(23:00)
Thank you so much.
Pierre-Adrien Fleurant
Thank you, Vanessa.