French Bloom: the most distinguished non-alcoholic sparkling wine on the market
L'Officiel, France - Credit, Pauline Borgogno
In less than a year, French Bloom has made a name for itself as a fashionable, upscale drink to serve at parties. More than just a sparkling wine, the brand is the story of a meeting and a lifestyle.
L'OFFICIEL spoke with the founders, renowned model Constance Jablonski and wellness foodie Maggie Frerejean-Taittinger.
How was the French Bloom label born?
Constance Jablonski: Maggie and I met more than 10 years ago in New York, and we immediately became friends. We used to go out a lot, testing all the trendy restaurants of the moment. Then Maggie moved
Maggie Frerejean-Taittinger: Exactly, and we met again about 3 years ago, this time in Paris. At that time, I was pregnant with twins. This detail is important because it was the exact moment when I realized that there was no sharp choice in terms of alternatives to alcoholic beverages in restaurants, parties or private parties. I felt excluded for the first time from some form of celebration. I shared this experience with Constance who, coincidentally and for reasons of her work, was going through the same issues.
Constance Jablonski: From my perspective, anything that revolves around alcohol and partying cannot be totally compatible with my pace
of life. Attending fashion week dinners and parties, then getting up early to go to the shows the next day... It seemed obvious to us to reinvent the codes of celebration with Maggie. French Bloom is the result: a unifying drink that
excludes no one.
Where did you get the idea for the name?
Constance Jablonski: Bloom means to blossom. The idea was to convey the idea of becoming the best version of yourself. French Bloom is "that little extra" to brighten up your life.
Maggie Frerejean-Taittinger: Without forgetting that we are all the best version of ourselves when we are surrounded by our loved ones. We are sharing with them, without cheating or judgment - with or without alcohol. " The reason we call it "French" is simply because sparkling wines are produced in France - the noble and nourishing land of wine - and we wanted to launch the adventure in this country.
What makes French Bloom different from other classic non-alcoholic beverages already available?
Maggie Frerejean-Taittinger: The brand is the result of 2 years of research and development, it has undergone more than 70 tests and is characterized by its flavors as subtle as those of a good wine. Where most non-alcoholic beverages can disappoint, we wanted to work around a real taste experience - with the complexity and elegance of wine.
Constance Jablonski: Our challenge and motivation throughout the process was to combine pleasure and well-being, without making concessions on taste.
Less than a year after its launch, the drink has succeeded in conquering the hearts of the French - but also of buyers beyond their borders. How do you explain this success?
Constance Jablonski: First of all, we didn't expect such a warm welcome! We were afraid that the local population would have difficulty accepting this product, but the opposite has happened! People seem to want to reduce their alcohol consumption and are looking for an alternative. One of the factors explaining this phenomenon could be the confinement, which has been a catalyst in the sense that people have become aware of the need to take care of themselves. We all drank a lot during the first lockdown too, and that's kind of contradictory. So today, everyone seems to want to take care of themselves.
Taking care of your health is also about living as long as possible - cutting down on your drinking is part of that.
What has been your biggest challenge?
Constance Jablonski: Getting into the French market! Our goal was neither to break the codes of an already established territory, nor to teach lessons with wellness injunctions. In no way do we want to demonize alcohol. Maggie and I both drink alcohol from time to time. French Bloom is just an alternative, a little something extra for everyday life.
Maggie Frerejean-Taittinger: Another challenge has been to think about the entire supply chain - to be as consistent as possible with today's expectations, and with conscious production of glass or cork in our packaging.
Would you recommend this drink to a teenager looking for a gentle education in the subtleties of wine? Or are you only addressing more mature and sophisticated connoisseurs?
Constance Jablonski: French Bloom is for all generations, as long as you know how to appreciate its finesse! (Laughs)
Maggie Frerejean-Taittinger: Yes, the drink is meant to bring people together, but it's aimed at a well-informed public - which can be young and teenagers.
Just be aware that we're not Champomy! (Laughs)
But we've found that Gen Z drinks much less than our generation, and still enjoys moments of joy and celebration without alcohol. That's where the brand comes in. It's part of a movement, a real change in life that is fundamentally observed.
Constance Jablonski: French Bloom is aimed at a new lifestyle. It is adapted for people who travel a lot, for people who are multi-faceted - parents, entrepreneurs, who like to go out at night with colleagues or friends.
What word would define French Bloom?
Maggie Frerejean-Taittinger: Balance! Our sparkling wine is distinguished but unpretentious. It allows you to celebrate without making sacrifices, reconciling social life and well-being.
Constance Jablonski: It is balanced in the values it conveys as well as in the aromas it develops. Complex and delicate. No added sugar, no sulfite, organic and with 5 times less calories than a classic cocktail or mocktail!
Maggie Frerejean-Taittinger: Yes, the balance suits it well... And if I may add a recommendation: never drink French Bloom alone. It's a sharing drink, I insist on that. Drink it chilled - between 2 and 4°C -, in a flute of course, surrounded by people you care about.
To celebrate the beautiful days and its arrival at the Hôtel de Crillon - known as one of the most prestigious Palaces in Paris -, French Bloom presents its immersive and sensory pop-up "The Secret Garden of French Bloom". For two weeks, from June 28 to July 8, 2022, it is in an intensely floral and vegetal scenography - hidden from view and from the crowd - that Parisians and visiting guests will be invited to refresh themselves with a glass of the sparkling wine.
FOOD WINES WITHOUT ALCOHOL WOMEN INTERVIEW MAGGIE FREREJEAN-TAITTINGER CONSTANCE JABLONSKI