**Towards a Culture of Alcohol-Free Beverages: A New World of Conviviality**
Since 2020, the market for alcohol-free beverages has experienced a meteoric rise, revealing a profound change in our consumption habits. Driven by young people, who prioritize their well-being and seek to reduce their alcohol consumption, this trend is not just a fad: it embodies a real societal transformation. Tantalizing alternatives, ranging from craft beers to sophisticated cocktails, are emerging to offer unique taste experiences, while avoiding the adverse effects of alcohol.
Innovative brands like JNPR, founded by Valérie de Sutter, illustrate this dynamic by focusing on natural ingredients and bold recipes. At the same time, industry giants are starting to invest in this sector, anticipating a global market that could reach $1.6 billion by 2025.
This revolution in non-alcoholic beverages is not limited to a simple choice of consumption: it is redefining social norms, allowing moments of sharing without the pressure of drunkenness. Through social networks, a new culture, valuing sobriety and responsible pleasure, is taking hold, changing our relationship with conviviality.
In short, as we move towards a future where the absence of alcohol could become an option for pleasure, the non-alcoholic beverage market is positioning itself as a lever for change, both individually and collectively. A great promise of conscious conviviality.