Consumers are thirsty for more options when it comes to adult non-alcoholic beverages — and Boisson is eager to help keep their glasses full.
Since opening its first store in February 2021 in New York City, the boutique retailer has been solely focused on the rapidly emerging group of next-gen, zero-proof drinks; a roster that includes names from across beer, spirits and wine, including Seedlip, Ghia, De Soi and Athletic Brewing, just to name a few. Now standing at ten locations across New York, Los Angeles and San Francisco (with more in the works), Boisson has established its credibility with individual consumers, but as co-founder and CEO Nick Bodkins explained in an interview last week, the company’s true potential to grow and accelerate consumer adoption and education is likely to come from partnering with foodservice providers. For bars and restaurants aiming to expand their non-alcoholic beverage programs, Boisson aims to provide what other wholesalers may not be able to match: flexible promotions, improved terms and an exclusive, deep focus on the one category.
In this interview with BevNET managing editor Martin Caballero, Bodkins breaks down how Boisson is building both with individual shoppers and foodservice partners and addresses a range of topics, including why some high-profile brands may struggle over the next year, why Red Bull is a case model for Boisson’s own evolution, why products need unique qualities to stand out in the current market, and how the non-alc trend is developing outside of coastal cities.