On April 28, 2025, at the 12th annual Épicures awards, Gueule de Joie was honored with the prestigious Editorial Award. This distinction, awarded by Le Monde de l'Épicerie Fine, recognizes a company that, through its vision, commitment, and the relevance of its offerings, is driving the market forward. For Gueule de Joie, a pioneer of 100% alcohol-free wine cellars in France, this is a major recognition that confirms its leading position in a rapidly changing market.
The Epicureans of Fine Foods: a benchmark competition
Created in 2014 by Le Monde de l'Épicerie Fine, the Épicures awards have become a must-attend event for gastronomy professionals. Organized annually by Le Monde de l'Épicerie Fine, this competition recognizes 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 food professionals: chefs, grocers, wine merchants, journalists, buyers, and distributors.
The Editorial Prize, meanwhile, recognizes a company or project that embodies a bold vision and a strong commitment to the world of gourmet food. In 2025, this award was given to Gueule de Joie, demonstrating a profound shift in the expectations of both consumers and professionals.
Immense pride and recognition of a bold vision
When Jean-Philippe Braud founded Gueule de Joie in 2019, he was driven by a strong conviction: you can toast, savor, and share… without alcohol. At a time when alcohol-free alternatives were still marginal, his approach challenged the status quo. He opened the first 100% alcohol-free wine shop, a unique concept in France, with one motto: to break the stereotypes.
Receiving the Editorial Award in 2025 is much more than a trophy. It's recognition of a pioneering commitment, the result of several years of hard work to change the way people view non-alcoholic beverages. It's also a source of immense pride for the entire team, who see their approach recognized by experts in the food industry.
A leading player and driving force in the development of the alcohol-free market
Today, Gueule de Joie has established itself as the leader in alcohol-free products in France, with a unique offering of over 400 products: dealcoholized wines, craft beers, 0% cocktails, alternative soft drinks and other creative beverages…
With its e-commerce site gueuledejoie.com, its wine cellar in Nantes, and also more than 250 partner points of sale throughout France, Gueule de Joie continues to increase the visibility of alcohol-free products, breaking down stereotypes and promoting a new way of consuming, freer and more inclusive.
But Gueule de Joie is more than just a distributor. It's a trendsetter, a purveyor of tastes, an ambassador of alcohol-free conviviality. Each drink is carefully selected for its genuine organoleptic qualities, not simply to be a bland alternative to an alcoholic version.
Through its content, events, tastings, partnerships, and daily commitment, Gueule de Joie is helping to change perceptions of alcohol-free drinks: no longer a constraint, but a genuine choice for enjoyment. A driver of innovation, it actively participates in structuring this still-young, rapidly growing market.
An opening towards B2B and market development
This recognition opens up new perspectives for Gueule de Joie: it confirms the relevance of its positioning and accelerates development opportunities in the rapidly changing BtoB sector.
Indeed, long confined to a limited, standardized or stigmatized offering, alcohol-free products are now becoming a strong differentiating factor for professionals in the restaurant, hotel and delicatessen sectors.
Today, attitudes are changing: 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, delicatessens, bars, wine shops) are seeking to meet this demand with a high-quality, attractive, and distinctive offering. Some have already taken the plunge with Gueule de Joie, drawn to the personal approach, the team's educational approach, and the shared commitment to elevating alcohol-free options to the status they deserve.
With this Editorial Award, Gueule de Joie further strengthens its legitimacy within the professional network and confirms its pioneering role in a rapidly evolving sector. By focusing on quality, advice, and boldness, the brand supports professionals in their transition towards a more inclusive, responsible… and always delicious offering.
A promising future for non-alcoholic beverages
The non-alcoholic beverage market is booming. In France, one in three consumers says they want to reduce their alcohol consumption (according to a 2023 Ifop study). Sales of non-alcoholic spirits have increased by an average of 20% per year since 2020, and non-alcoholic options are now appearing on the wine lists of top Michelin-starred restaurants.
Attitudes are changing: moderation, mental health, well-being, inclusion... More and more consumers are looking to reconcile pleasure and balance. In this context, Gueule de Joie plays a key role: offering a desirable, joyful, inclusive, and delicious alternative, far removed from pressure or deprivation.
Conclusion
This award at the 2025 Epicures is 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 options will have their rightful place at the table, in the bar, in the workplace, and in the wine cellar.
With boldness, exacting standards and humor, Gueule de Joie continues to challenge preconceived ideas — and proves that toasting without alcohol is not saying no, it's saying better.
