Over the years, we have witnessed a significant transformation in alcohol consumption habits in France, a country renowned for its wine culture and centuries-old brewing traditions. A recent study indicates that between the 1960s and 2022, the average individual wine consumption of the French has fallen by more than 60% . This evolution is particularly notable among the new generations, who are increasingly adopting a moderate or abstentionist approach to alcohol. A Cultural and Societal Change Several factors are contributing to this development, including increased awareness of the health risks associated with excessive alcohol consumption , such as liver disease, cardiovascular disease and certain types of cancer. Additionally, the so-called Generation Z, or Gen Z, is increasingly interested in wellness and mental health, prioritizing quality over quantity and making more conscious consumption choices. This increased awareness of the impacts of alcohol on overall well-being is accompanied by a search for authenticity and enriching consumption experiences without the side effects of alcohol. The Influence of Social Media and Pop Culture Social media is also playing a crucial role in this shift. It provides a platform to share experiences of alcohol-free living, debunking the idea that entertainment and alcohol are inseparable. Influenced by celebrities and influencers who advocate a “healthy” lifestyle, young adults and teenagers are encouraged to explore alcohol-free alternatives. In this movement, the case of Billie Eilish stands out. The famous American singer, an icon of Generation Z, has openly stated that she does not drink alcohol, preferring to maintain her sobriety to stay focused on her career and well-being. Similarly, Maxime Musqua, a French comedian and podcaster, has also chosen not to drink alcohol. On his social networks and in his interviews, Musqua shares his experience of sobriety, stating that it allows him to remain lucid and better control his creativity. These two influential figures thus demonstrate that there are different motivations for embracing a sober lifestyle, thus encouraging Generation Z to seriously consider alcohol-free alternatives for their moments of conviviality. The Emergence of Alcohol-Free Alternatives In this context, the demand for alcohol-free alternatives continues to grow . Consumers are not only looking to avoid alcohol but to discover complex and satisfying taste options. This is where innovative brands like Jardins come into play, offering alcohol-free aperitifs that reproduce the traditional tasting experience. Jardins stands out for its ability to offer a rich taste experience from the nose, to the attack in the mouth, through the aromatic notes to the length in the mouth . This approach allows not to compromise quality and pleasure. The Gardens Collection: Alcohol-Free Aperitifs and Bubbles On our site, we offer two ranges: non-alcoholic aperitifs , designed to be diluted and used as a base for non-alcoholic cocktails, and bubbles , ready-to-drink gourmet sparkling drinks. Each product is carefully developed to offer a choice alternative to people wishing to stop or reduce their alcohol consumption, whatever the reason. Jardins aperitifs are perfect for those who appreciate the art of mixology and are looking for easy-to-use non-alcoholic options. Also find our recipe ideas for cocktails based on non-alcoholic spirits rich in flavors, ideal for evenings with friends or relaxing moments with family. Bubbles, on the other hand, are an excellent option for celebrations or simply to treat yourself with an elegant and thirst-quenching drink. Towards a Healthier Future The growing interest in alcohol-free alternatives is part of a broader approach to seeking well-being and responsible consumption. By choosing products like those from Jardins, we make it possible to enjoy convivial and tasting moments without the negative effects of alcohol. Goodbye hangover!
