JNPR, the French Reference for “Better Drinking”, Expands into Belgium

Notably teaming up with Cinoco to launch in the Belgian market, the French brand known for its traditionally crafted, alcohol-free distilled drinks, shows a clear strategy: to ride the European “No-Low” wave and play a central role in shaping a new generation of “healthier” cocktails.

“It didn’t exist in France, so I created it,” says Valérie De Sutter, mother of three and a mixology enthusiast who was disappointed by the lack of alcohol-free alternatives. During a trip to New York, she discovered a vibrant scene where innovation also extended to what was in the glass. “I wanted a drink that gave me the same emotions as a great cocktail, just without the effects of alcohol,” she recalls.

Through her research, Valérie discovered the aromatic potential of juniper distillation, a centuries-old tradition that would inspire the characteristic nature of her future creations. A meeting with world-renowned bartender Flavio Angiolillo helped bring the project to life. Together, they set a bold challenge: to preserve the soul and complexity of a great spirit, completely alcohol-free.

And so, JNPR was born in Normandy in 2020, pioneering a new approach to “better drinking.” The name comes from juniper, the signature ingredient in gin, and encapsulates the brand’s philosophy: the essence of the spirit, without the drawbacks. “We removed the vowels just as we removed the alcohol,” jokes the founder.

Craftsmanship Serving Flavor

JNPR products come from a traditional distillery in Corrèze, following a process that requires up to five times more botanicals than a typical gin. The aromatic intensity rivals that of a fine spirit. The goal is to achieve a refined taste and a long finish, proving that liqueur producers and alcoholic beverages do not hold a monopoly on subtlety.

Beyond taste, JNPR is committed to sustainability and authenticity: fine glass bottles, compostable labels, and over 550 plants grown by the brand itself. This rare level of dedication in a still-emerging category signals a broader trend where ethical sourcing and transparency are becoming major drivers of differentiation.

The underlying trend is a shift in the European beverage market: value is moving from alcohol content to meaning and experience. Even the cradle of wine world is open to new trends: no-alcohol or low-alcohol drinks - the “no-low” category - are slowly but surely gaining ground in France, with 57% of respondents stating they enjoy them. Consumers pay close attention to pleasure and wellness and expect brands to embody these lifestyle choices consistently. The JNPR startup seems to be drawing its organic growth from this momentum.

A Thriving, Digitally Native Brand

In just five years, JNPR has reached over 1,200 points of sale, from renowned French department stores like Galeries Lafayette and Printemps to restaurants and cocktail bars nationwide. The brand’s success rests on strong storytelling, product excellence, and direct digital engagement, appealing to both wine merchants and mixologists.

Valérie's company is a prime illustration of a Digitally Native Vertical Brand (DNVB), a brand that originated and operates primarily in a digital environment via e-commerce channels. In 2022, it raised €1.1 million from well-known figures in French entrepreneurship.

The investors include Sacha Bostoni (co-founder of Jimmy Fairly, a DNVB in the eyewear sector), Vianney Vaute (co-founder of Back Market, a major platform for refurbished electronic products), and Morgane Sézalory (founder of the fashion brand Sézane, another DNVB). This funding further confirmed JNPR's growth momentum and attractiveness in the non-alcoholic distilled spirits sector.

Then, in 2025, a market leader in "liquid luxury" acquired a minority stake in JNPR. With this symbolic step, the Rémy Cointreau Group made its first foray into the non-alcoholic distilled segment, anticipating evolving consumption patterns.

Belgium: First Stop on the International Expansion

JNPR is strengthening its presence in Belgium through a partnership with Cinoco, the country’s largest distributor of premium spirits. Its products are debuting in emblematic venues such as Nectar (Antwerp), a modern bistro blending French and Belgian cuisine. L’Amuzette (Ghent), a hybrid bar and concept store. Door Nine (Hasselt), a design hotel with its own bar and bistro. The Pigeon Cocktail Bar (Brussels), famous for its “liquid therapy” vibe. Botanical by Alfonse (Namur),named Best Cocktail Bar by Gault & Millau just two months after opening.

For the Belgian foodservice sector, from hotel and catering to hospitality in the broadest sense, this is a response to a growing consumer demand for sensory experiences that are both high-quality and responsible. This change opens up a new domain for product and marketing innovation, where mixology is being reinvented around taste, moderation, and emotion.

From Substitute to Strategic Segment

“What was once dismissed as a ‘non-alcoholic substitute’ is now a category in its own right. Drinks are composed, not replaced. The ambition is crystal clear: to bring complexity and emotion to every glass, regardless of the alcohol content,” explains Amaury Marescaux, CEO of Gondola Foodservice, in the industrial analysis Inside the Restaurant Bill: Consumer Spend & Beverage Habits in Belgium.

Crucially, a cultural rebalancing is underway. This return to equilibrium does not signal the end of alcohol but raises the standards for all beverages, whose composition must now have a reason. “The drinks must suit the moment, be worth their price, and offer a story that aligns with the dish they accompany,” says Amaury Marescaux. It is therefore a real strategic lever, which the Belgian hospitality sector has not yet fully utilized, despite the beverage category representing over €1.4 billion.

With her sugar-free range, Valérie De Sutter has also launched a small “Sugar Rebellion” against this ingredient that has become so ingrained in our habits that it distorts them. “The basic idea is to give people a choice. Today, that choice is too often limited to drinks that are either alcoholic or too sweet,” adds the JNPR founder.