Alcohol free beverages, a real alternative to alcohol ? / Vincent GUIBOUX / 2021

Titre : Alcohol free beverages, a real alternative to alcohol ? Type de document : Mémoire Auteurs : Vincent GUIBOUX, Auteur Année de publication : 2021 Importance : 30 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management ALCOOLISME ; CONSOMMATION ; PRODUCTION Résumé : We are talking about basic alcoholic beverages, from which alcohol has been removed during the manufacturing process in order to offer a new tasting and consumption experience for consumers. Indeed, in an era where laws and regulations related to the production, sale and consumption of alcohol have changed dramatically, alcohol manufacturers have also had to reinvent themselves in order to keep up with the times, and to always offer something new to the growing number of consumers. In France, with the Evin law of 10 January 1991, relating to the fight against smoking and alcoholism, the regulations concerning the communication, distribution and consumption of alcoholic products have greatly restricted the field of action of alcohol producers. They have therefore chosen to enter and intervene in this new market of alcohol-free drinks, first by proposing alcohol-free cocktails, then by tackling alcohol-free beer, before today proposing a range that has expanded to include wines, liquors, spirituous, etc. But alcohol consumption is above all linked to moments. Moments of conviviality, of sharing, of celebration... When you are an alcoholic beverage manufacturer who has been producing alcoholic drinks for decades, or even centuries, how can you renew yourself and offer a real alternative to other products in your own range? How will this product be received by consumers? But above all, are alcohol-free drinks a real alternative to alcoholic drinks? I therefore decided, as part of my Seminar Paper, to look at this new trend, and especially at the perception that consumers have of it. Through a system of questionnaires, I was able to collect a lot of data in order to analyze them and to bring out key points and recommendations to be made to the alcoholic beverage industry, so that they can carry out their non-alcoholic beverage strategy, and why not succeed in making a real transition to this new market. Programme : PGE-Rouen Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538454