“We’re Coming with a Tsunami Without Alcohol”

The founder described the launch of a new range of non-alcoholic beverages under Romeo’s gin brand, along with a “significant investment in a bock/ale microbrewery” to develop non-alcoholic beers.

“Our non-alcoholic portfolio is currently experiencing very strong growth,” maintains the businessman.

But is a non-alcoholic drink more beneficial?

In front of a refrigerator full of non-alcoholic beers, Stéphane Rochefort, the Quebec company’s executive vice-president, says these non-alcoholic drinks are in high demand.

“It’s been two years since we launched our first non-alcoholic product and we’re already at 50% of our sales,” he informs. Theoretically, in about two years, we expect it to exceed the 50% limit.

However, contrary to popular belief, soft drinks are not cheap to produce.

“But we don’t have to pay for alcohol, but alcohol is like an amplifier,” Mr. Rochefort explained. You need to add more aromatic intensity. This increases the cost of these natural flavors that we work with.

“Finally [les boissons non alcoolisées] It costs us more than alcohol,” he concluded.

***Watch this segment of the show “About Your Business” in the video above***