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, rewards a company that, through its vision, its commitment and the relevance of its offering, 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 changing 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 gastronomy professionals. 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, this competition is a benchmark for taste professionals: chefs, specialist food retailers, wine merchants, journalists, buyers and distributors.
The Prix de la Rédaction, for its part, distinguishes a company or project that embodies a bold vision and a strong commitment in the world of fine food. In 2025, this recognition was awarded to Gueule de Joie, proof of a profound shift in the expectations of consumers and professionals alike.
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: shattering 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 is now acknowledged 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 soft drinks and other creative beverages…
With its e-commerce website gueuledejoie.com, its wine shop in Nantes and also over 250 partner stockists throughout France, Gueule de Joie keeps on raising the visibility of alcohol-free drinks, shattering clichés and championing a new way of consuming — freer and more inclusive.
But Gueule de Joie is not merely a distributor. It is a trend pioneer, a taste ambassador, a champion of alcohol-free conviviality. Every drink is selected with exigence, for its genuine organoleptic qualities, and 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 see alcohol-free drinks: no longer a constraint, but a genuine choice of pleasure. A driver of innovation, actively contributing to the structuring of this still-young, effervescent 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 rapid change.
Indeed, long confined to a limited, standardised or stigmatised offering, alcohol-free drinks are today becoming a powerful differentiator for professionals in the restaurant, hospitality and fine food sectors.
Today, mindsets are shifting: 80% of consumers would like 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) want to meet this demand with a high-quality, attractive and distinctive offering. Some have already taken the plunge with Gueule de Joie, won over by the human approach, the team's expertise and the shared desire to elevate alcohol-free drinks to the place they deserve.
With this Prix de la Rédaction, Gueule de Joie further strengthens its legitimacy within the professional network and confirms its role as a pioneer in a sector that is rapidly taking shape. By focusing on quality, expertise and boldness, the brand supports professionals in their transition towards a more inclusive, responsible… And always delicious offering.
A promising future for alcohol-free drinks
The alcohol-free drinks market is booming. In France, 1 in 3 consumers says 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 appearing on the menus of the finest starred restaurants.
Mindsets are evolving: moderation, mental health, well-being, inclusion… More and more consumers are seeking to reconcile pleasure and balance. In this context, Gueule de Joie plays a key role: offering a desirable, joyful, inclusive and indulgent alternative, far removed from prescriptions or deprivation.
Conclusion
This award at the Épicures 2025 is a new milestone in the journey of Gueule de Joie. It confirms the legitimacy of its vision, strengthens its credibility with professionals, and paves the way towards a future where alcohol-free drinks will have their full place at the table, at the bar, in the workplace as well as 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 is not saying no, it's saying better.
