In just four years, the premium alcohol-free wine French Bloom has become a global luxury brand — sold in 60+ countries, producing 500K bottles in 2024, and on track to double sales in 2025. It also became the first non-alcoholic brand backed by LVMH, signaling a new era for luxury drinks without alcohol.
Co-founder Maggie Frerejean-Taittinger, formerly of the Michelin Guide, shares how she turned a personal need into a brand — and made moderation aspirational.
🔶 From Need to Innovation
While pregnant with twins, Maggie saw the gap for an alcohol-free wine that delivered the emotion and depth of Champagne. With her husband, a Champagne maker, and co-founder Constance Jablonski, she created a 0.0%, organic, sugar- and sulfite-free sparkling wine that could stand beside a grand cru.
🔶 Scaling Through Selectivity
Launched at Le Bon Marché and Selfridges, French Bloom sold out in weeks. Growth came through luxury retail, Michelin-star restaurants, and five-star hotels — not mass channels. Today it partners with 500+ Michelin venues and global events like Coachella, Roland Garros, and Formula 1, where it’s the official non-alcoholic sparkling partner for the next decade.
🔶 The Growth Formula • Credibility through awards — “World’s Best NA Sparkling Wine” three years running. • Premium positioning — priced around 80% of house Champagne. • DTC strength — 20–25% of global sales online. • Core audience — “flexi-drinkers” (80% of customers still drink alcohol).
🔶 Founder LessonMaggie cites The Empathy Edge by Maria Ross: “Empathy isn’t soft — it’s a business advantage.”
Why Listen:This is a concise playbook in category creation and premiumization — how French Bloom built cultural relevance, scaled fast, and made moderation synonymous with modern luxury.
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Business of Drinks:
Erica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.
Scott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.
Caroline Lamb, contributor: Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.
SPONSOR: SWIG Partners is exclusively offering $100 off their supplier-distributor matchmaking fee when you mention the Business of Drinks podcast, or inquire via this link: https://www.swigpartners.com/businessofdrinks
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