Retail Brew Article - Forget Dry January—the holiday season is this non-alcoholic beverage retailer’s busiest time of year - Boisson

Retail Brew Article - Forget Dry January—the holiday season is this non-alcoholic beverage retailer’s busiest time of year

Posted by Mei Zhu on

Written By Retail Brew | Erin Cabrey

Boisson founder Nick Bodkins says that as it grows in popularity, consumers’ non-alc beverage purchasing behavior has come to mimic that of alcohol.

Festivities spanning from Thanksgiving to Christmas and New Year’s—with plenty of Friendsgivings and office holiday parties in between—means a significant uptick in imbibing at the tail end of the year. But for non-alcoholic (NA) beverage retailer Boisson, the holiday season is its busiest time of year, too.

“People are actually experiencing these products in the same moments that they would with alcohol,” Nicholas Bodkins, president of Boisson, which sells NA wines, spirits, aperitifs, and beers, as well as adaptogenics like Kin Euphorics and De Soi, told Retail Brew. “The moments really haven’t changed. The ingredients is what we’re seeing change a little bit over time.”’

The NA space has evolved a lot since Boisson opened its first of five New York City locations in February 2021 in Brooklyn’s Cobble Hill neighborhood, and its business has continued to grow since. The retailer secured $12 million in seed funding last year to expand to locations like Los Angeles, San Francisco, and Miami, as well as launch its wholesale and import distribution business. In September, it brought in another $5 million in a bridge round from alcoholic giant Pernod Ricard’s venture arm Convivialité Ventures, and is on track for triple-digit revenue growth this year.

Despite what you may think, NA beverage purchases don’t actually revolve around “a thematic month that has a kitschy name,” like Dry January or Sober October, but continue year-round, Bodkins said, so Boisson is gearing up for a busy holiday season and beyond as the category’s momentum continues to build.

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