“We have arrived with a non-alcoholic tsunami.”

The entrepreneur explains that he has launched a new range of ready-to-drink non-alcoholic drinks under the romeo’s gin brand as well as making a “significant investment in the Bock/Ale microbrewery” to develop non-alcoholic beer.

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

But are non-alcoholic drinks more profitable?

In front of a refrigerator full of non-alcoholic beer, Quebec’s Executive Vice President, Stephane Rochefort, confirms that the demand for these non-alcoholic drinks is very present.

“It has been two years since we launched our first non-alcoholic product, and we have already achieved 50% of our sales,” he says. Theoretically, in about two years, we expect it to exceed the 50% limit.

However, contrary to popular belief, producing soft drinks does not necessarily cost less.

“Of course we don’t have to pay for the alcohol, but alcohol is like a megaphone,” Mr. Rochefort explains. You need to add more aromatic intensity. It increases the cost of all these natural flavors that we work with.

“finally [les boissons non alcoolisées] “It costs us more than alcoholics,” he concludes.

***Watch this clip from the “About Your Business” presentation in the video above***