On 28 April 2025, at the 12th edition of the Épicures, Gueule de Joie was honoured with the prestigious Prix de la Rédaction. This distinction, awarded by Le Monde de l'Épicerie Fine, recognises a company that, through its vision, its commitment and the relevance of its offer, moves the market forward. For Gueule de Joie, pioneer of 100% alcohol-free wine shops in France, this is a major recognition that confirms its position as leader in a rapidly evolving market.
Les Épicures de l'Épicerie Fine: a benchmark competition
Created in 2014 by Le Monde de l'Épicerie Fine, the Épicures have become an unmissable event for professionals in the world of gastronomy. Organised each year by Le Monde de l'Épicerie Fine, this competition rewards the most innovative, high-quality and committed products and players in the fine food sector. A true barometer of emerging trends, it is a benchmark for taste professionals: chefs, fine food retailers, wine merchants, journalists, buyers and distributors.
The Prix de la Rédaction, meanwhile, distinguishes a company or project that embodies a bold vision and a strong commitment to the world of fine food. In 2025, this recognition was awarded to Gueule de Joie, a testament to a profound shift in the expectations of both consumers and professionals.
Immense pride and the recognition of a bold vision
When Jean-Philippe Braud founded Gueule de Joie in 2019, he was driven by a strong conviction: you can clink glasses, savour, share… Without alcohol. At a time when alcohol-free alternatives were still marginal, his approach shook up the norms. He opened the first 100% alcohol-free wine shop — an unprecedented concept in France — with one guiding principle: smash the clichés.
Receiving the Prix de la Rédaction in 2025 is far more than a trophy. It is the recognition of a pioneering commitment, the fruit of several years of hard work to change the way people look at alcohol-free drinks. It is also a source of immense pride for the entire team, whose approach has been recognised by experts in the gastronomic sector.
A leading player and driving force in the development of the alcohol-free market
Today, Gueule de Joie stands as the leader in alcohol-free drinks in France, with a unique range of over 400 references: dealcoholised wines, craft beers, 0% cocktails, alternative softs and other creative drinks…
With its e-commerce site gueuledejoie.com, its wine shop in Nantes and over 250 partner stockists across France, Gueule de Joie continues to raise the visibility of alcohol-free drinks, challenging clichés and championing a new, freer and more inclusive way of consuming.
But Gueule de Joie is more than a distributor. It's a trend pioneer, a taste ambassador, a champion of alcohol-free conviviality. Every drink is selected with rigour, for its genuine organoleptic qualities — not simply as a bland alternative to an alcoholic version.
Through its content, events, tastings, partnerships and daily commitment, Gueule de Joie is helping to change the way people perceive alcohol-free drinks: no longer a constraint, but a genuine choice of pleasure. An engine of innovation, actively contributing to the structuring of this still-young, fast-evolving market.
An opening towards B2B and market development
This recognition opens up new prospects for Gueule de Joie: it confirms the relevance of its positioning and accelerates development opportunities in the B2B sector, which is undergoing significant change.
Indeed, long confined to a limited, standardised or stigmatised offer, the alcohol-free category is today becoming a powerful differentiating asset for professionals in the restaurant, hospitality and fine food sectors.
Today, mindsets are shifting: 80% of consumers want restaurants to offer more alcohol-free options (according to a CGA by NIQ study), and a growing number of establishments (restaurants, hotels, fine food shops, bars, wine merchants) are looking to meet this demand with a high-quality, attractive and distinctive offer. Some have already taken the plunge with Gueule de Joie, won over by the human approach, the team's expertise and the shared ambition to elevate alcohol-free drinks to the place they deserve.
With this Prix de la Rédaction, Gueule de Joie further strengthens its credibility with the professional network and confirms its role as a pioneer in a sector that is rapidly taking shape. By betting on quality, expertise and boldness, the brand supports professionals in their transition towards a more inclusive, responsible… And always delicious offer.
A promising future for alcohol-free drinks
The alcohol-free drinks market is booming. In France, 1 in 3 consumers say they want to reduce their alcohol consumption (according to an Ifop 2023 study). Sales of alcohol-free spirits have grown by an average of +20% per year since 2020, and alcohol-free references are now making their way onto the menus of the finest Michelin-starred restaurants.
Mindsets are shifting: moderation, mental health, well-being, inclusion… More and more consumers are looking to balance pleasure and equilibrium. In this context, Gueule de Joie plays a key role: offering a desirable, joyful, inclusive and indulgent alternative, far removed from any sense of obligation or deprivation.
Conclusion
This Prix de la Rédaction at the Épicures 2025 marks a new milestone in Gueule de Joie's journey. It confirms the legitimacy of its vision, strengthens its credibility with professionals, and paves the way towards a future where alcohol-free has its rightful place at the table, at the bar, in business and in the wine shop.
With boldness, exigence and humour, Gueule de Joie continues to challenge preconceived ideas — and proves that raising a glass without alcohol isn't saying no, it's saying better.
