The series “Emily in Paris” has become a cultural phenomenon by offering a modern and often clichéd perspective on Parisian life while showcasing trendy brands. Through the adventures of Emily Cooper, a young American transferred to a communications agency in Paris to bring her fresh perspective to luxury brands, the show explores the world of branding and new trends. Sandra Joly Guicheteau, Deputy Managing Director and Head of Consumer Branding at Lonsdale Design, shares her insights.

A Champére Problem?

In Season 4, Emily proposes creating a non-alcoholic version for the champagne brand Champére. However, her boss, Sylvie, immediately dismisses the idea, stating, “Sobriety may be trendy in the United States, but it’s the antithesis of French culture.”

In this scene, Sylvie seems unaware that trends such as “curious sobriety” and “flex drinking” are gaining traction. In 2023, 15% of the French population identifies as abstinent, and 28% of them consume “No-Low” products, which are either alcohol-free or low in alcohol.

No-Low: A Response to New Aspirations

Younger generations, in particular, are showing an increasing interest in these alcohol-free or lower-alcohol alternatives. Among consumers of “No-Low” beverages, those aged 18-25 represent 44%. This trend reflects a desire for a more balanced and healthy lifestyle, an eagerness to explore new ways to socialize, and a willingness to experiment. The No-Low market could well become a growing business driven by Generation Z’s curiosity and innovative spirit.

Challenges for No-Low: Branding, Design, and Experience

Despite its promise, the No-Low segment faces several challenges. These beverages are sometimes perceived as stigmatizing, associated with underlying alcohol-related issues, which can hinder their acceptance. Additionally, the taste is often considered too sweet or not natural enough for traditional alcohol drinkers. Therefore, brands must focus on product taste, branding, design, and consumer experience. It’s crucial to strike the right balance between reassuring visual codes that emphasize craftsmanship and quality and modern, lifestyle-oriented designs that appeal to younger consumers.

In the No-Low world, many brands emphasize clarity with labels such as “0%” or “alcohol-free.” While effective, is this enough to attract consumers seeking novelty, style, and experience? The real challenge for No-Low brands is to create offerings that blend transparency with desirability, making these products as appealing as their alcoholic counterparts.

The overall experience, from the first discovery in-store or online to the tasting, becomes essential for embedding these products into new consumption rituals. At Lonsdale Design, we leverage our expertise to support these brands in meeting this challenge.

Some Brands Illustrating This Trend:

The wine and spirits industry, aware of these new expectations, has innovated by offering products that combine the refinement and complexity of traditional wines while being alcohol-free or low in alcohol. These innovations demonstrate that pleasure and celebration can now align with responsibility and well-being.

Low Matter What: A brand of light wines (6% alcohol) from the Cordier by Invivo group, whose name emphasizes the possibility of balancing pleasure and responsibility, and whose design was crafted by Lonsdale.

Ghia: An alcohol-free aperitif brand featuring pure ingredients, vibrant design, and eye-catching colors, highly active on TikTok!

Osco: Organic, non-alcoholic aperitifs. Its modern and minimalist branding reflects a desire to capture the attention of a young clientele seeking a product that is alcohol-free yet has a more lifestyle-oriented approach.

JNPR: A premium spirit brand that is sugar-free and alcohol-free, offering festive cocktails. The brand also provides gift boxes and recipe books to introduce consumers to its floral universe, which has all the characteristics of a spirit brand—except for the alcohol.

At Lonsdale Design, we believe that innovation and boldness are key to transforming this trend into lasting success. And if you’re wondering what will happen with Champére in the next season of Emily in Paris… with or without alcohol? Who knows, anything is possible!

Cheers to innovation, Emily! 🥂