Boisson pushes for Weekends to Remember

As sales of Non-Alcoholic beverages reach new highs in 2024, retailer Boisson is looking to become the preeminent NA retailer.

With major retailers like Target already toe-dipping into the “sober-curious” movement, Boisson is well positioned to become the BevMo of the NA space.

According to the RAND Corporation, the stress of the pandemic sparked a surge in the wine, beer and spirits market:

A 2020 RAND Corporation study found that alcohol consumption among adults 30 and older increased by 14%. However, beginning in late 2020, many people started to re-evaluate their habits and explore no- and low-alcohol (NA) beverage options. Sales of these products reached $3.1 billion in 2021, up from a mere $291 million the year before. By the end of 2024, IWSR predicts that the NA spirit, wine and beer market will grow another 31%.

Boisson is aiming to address the market by taking a hybrid approach to expansion and offering consumers:
An immersive and curated ecommerce experience.
Localized store concepts that allow visitors to discover and learn about NA products;
Seamless fulfillment experiences driven by store operations;
High-end partnerships that bring NA cocktails to high-end restaurants and travel destinations; and
Personalized marketing and services powered by a first-party data model. and high-end partnerships.

**Co-Founder Nick Bodkins:** (*via RetailTouchPoints*):

“From our position, we’re not looking to be the Amazon, or everything retailer, for NA,” Bodkins noted. “We’re coming to this market with a thesis that our customer needs to trust that we’re doing the curation. We receive [pitches from] nine to 12 brands a week, and usually out of 100 brands, maybe two to four ultimately get through. Because the last thing we ever want is for someone’s first experience to be clicking on an ad through Instagram and it’s not high quality.”

Looking ahead, Boisson’s main competitors in the NA space are a mix of legacy established and challenger brands like Coca Cola, Bubly, La Croix and newcomer Poppi who ponied up for a primetime spot in last month’s superbowl.

BOISSON SOCIAL MEDIA CREATIVE via Katherine O’Brien