Booze-free retailer expands to LA with three store openings

Feel like having a few drinks … without the hangover?

Boisson may be the place you’re looking for. The New York-based retailer offers a variety of nonalcoholic beers, wines, gins, whiskeys, rums and tequilas, and it’s expanding its footprint this summer with new locations in Studio City, Brentwood and Beverly Hills.

And additional Southern California stores may soon be the way.

The brands might not ring a bell with most consumers, but they’re as varied as their mainstream counterparts, boasting such names as Betty Buzz, Hella Cocktail Co. Mixers, Bravus Brewing, Kin Euphorics, Acid League and Cheeky.

The company launched in 2021 with the mission of providing nonalcoholic spirits to consumers in “a welcoming, judgment-free zone that sparks curiosity.” The business has  grown rapidly since, with sales increasing more than seven times over, company officials said.

That firmly cements Boisson’s place in the nation’s $414 non-alcoholic market. The market is expected to grow by more than 5% a year through 2026 as consumers continue to gain interest in “functional wellness beverages,” data analytics firm Statista said.

Boisson opened five locations in New York City last year and it has also been growing its e-commerce platform.

The company’s Studio City location, at 12330 Ventura Blvd., is expected to open this month. The Brentwood store, at 11762 San Vicente Blvd., and Beverly Hills location, at 9414 Brighton Way, are set to follow in August, although supply chain issues could push those dates back, the retailer said.

Boisson took root in the middle of the COVID-19 pandemic at a time when many people were reconsidering their drinking habits. When co-founder Nick Bodkins and Barrie Arnold began experimenting with nonalcoholic options, they set out to build a one-stop-shop with easily accessible options for consumers.

Bodkins said the company’s products resonate with a wide range of people.

“It’s really a broad cross section,” he said. “It appeals to health and wellness-focused people who might be thinking about drinking a little bit less, but it also appeals to fitness-focused people who might be training for a marathon or something.”

Some might be looking to reduce their alcohol intake for health reasons, Bodkins said, while other might turn to booze-free beverages for religious reasons.

“We also have customers who may simply be looking to take a night or a week off from drinking,” he said. “About 90% of our customers drink alcoholic wines or beers.”

Many might assume alcohol-free beverages are cheaper since they contain no alcohol, but Bodkins said that’s not necessarily the case.

“It’s much the same way as when you walk into a regular liquor store,” he said. “We have some pretty inexpensive bottles of wine, but some go up to the $30 and $40 range, and some of our spirits range from $25 to $45. It makes sense because when you de-alcoholize wine you’re removing 12.6% of the volume, so you need more to make up for that.”

Drizly lists Heineken, Athletic Brewing Co., Sutter Home Fre, Ariel and Seedlip as the top five selling non-alcoholic brands of 2021.

Liz Paquette, Drizly’s head of consumer insights, said “product innovation, both from existing players as well as new brands entering the market, is also helping to drive the category.”

As for Boisson, Bodkins said the company is already eyeing further expansion in Southern California.

“Absolutely,” he said. “We’re doing a ton of demographic studies and we’re looking at real estate opportunities. We figure the market will support six to eight stores.”