Arnaud Jacquemin, a Belgian pioneer of festive drinks "without the slightest trace of alcohol"

In 2009, this Liège native founded Univers Drink and created Night Orient, a sparkling wine with 0.0% alcohol. Some twenty awards later, including being named "Brand of the Year 2025," Arnaud Jacquemin is expanding his network in the hospitality sector and across all supermarkets, with products available in more than 60 countries.

© Tribe Agency.

“ Univers Drink has established itself as a global specialist in non-alcoholic beverages. Thanks to a unique process, each drink reveals organoleptic characteristics worthy of fine wines and sparkling wines, without the slightest trace of alcohol,” summarizes the founder and CEO on his LinkedIn profile. Sixteen years ago, when the niche market for non-alcoholic drinks was synonymous with deprivation, Arnaud Jacquemin envisioned a different way to raise a glass.

After growing up in Liège and studying economics at the University of Namur, he embarked on an international career. First in Spain, with a master's degree in marketing from the University of Madrid. Then in France, from managing the purchasing and sales department within the WPP group (Mediaedge CIA) to leading key account campaigns for the Ouest-France group.

Leaving Paris to return to his home country, Arnaud then took over the export department of the Belgian subsidiary of the Heineken brewing group. On the ground, he observed an underestimated dissatisfaction: "I found it too easy to tell people 'don't drink alcohol' when all they had was cola," recalls the founder of Univers Drink. "It meant there was a real need for more complex and sophisticated festive alternatives for those who didn't want to or couldn't drink alcohol. For me, there was a real gap to fill."

Night Orient, the first “halal champagne”?

It was in this context that Night Orient's "Classic," a non-alcoholic sparkling wine, was launched. Carrefour was the first retailer to place its trust in the fledgling brand, followed by the rest of the major Belgian retailers. Year after year, Night Orient has developed a comprehensive product range, including mocktails (Spritz, Mojito, Bellini), dealcoholized wines, spirits and liqueurs, as well as a beer, all with 0.0% alcohol content.

Belgian law allows up to 0.4% alcohol in Belgium and 1.2% in France to claim the "alcohol-free" label. But Arnaud Jacquemin refuses to compromise. "For pregnant women, for people who have decided to stop drinking, or simply for those who want to cut down, even 1% can be psychologically difficult. So we decided to go beyond the law and aim for a true 0.0%," he likes to point out.

A selling point as important as it is innovative for Muslim consumers. "Well, yes! Now we can clink glasses in the direction of Mecca," his then-partner, Rachid Gacem, the company's representative in the French market, told Le Figaro in 2012. "It's completely new in the community to talk about halal drinks."

"A real change in mentality" and therefore in the market

In nearly two decades, habits have profoundly changed; alcohol-free drinking is now a deliberate and conscious choice. "It wasn't just about launching products, but about teaching consumers how to integrate them into their lives," explains Arnaud Jacquemin, as Dry January gives way to Dry January and the concept of the flexitarian drinker becomes less abstract. "Before, it was a binary choice. Today, many navigate between the two. It's no longer a fad. It's a real shift in mentality."

Like all other players in the 0.0% ABV sector, both established and newer, the Belgian company aims to support this movement without compromising on taste, aesthetics, or enjoyment. Univers Drink relies on European production (Spanish grape varieties) and high-quality manufacturing processes (vacuum dealcoholization at low temperature to preserve aromas). From its warehouse in Liège, it now sells 2 million bottles annually, primarily in Belgium (60%), but also in Northern and Eastern Europe, Japan, and China.

New products are expected to hit the market in 2026, in keeping with the brand's philosophy. Arnaud Jacquemin will be well-positioned to maintain the "first-mover advantage," as the Belgian non-alcoholic beverage market is projected to grow by 28% by 2030, according to the Walloon Chambers of Commerce.