Boisson
Boisson is the largest non-alcoholic beverage retailer in the United States, operating a Shopify-powered DTC marketplace and sommelier-curated wine club selling non-alcoholic wines, spirits, beers, and RTDs to sober-curious and mindful-drinking consumers, with a wholesale channel serving hospitality venues.
- Company typePrivate
- Founded2021
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Boisson does
Boisson is a privately held non-alcoholic beverage retailer founded in 2021 and headquartered in New York. The company operates a curated direct-to-consumer e-commerce marketplace built on Shopify, offering dealcoholized wines, non-alcoholic spirits (whiskey, gin, tequila, aperitifs), non-alcoholic beers, ready-to-drink cocktails, and curated bundles sourced from third-party producers globally. Boisson is described in coverage as the largest non-alcoholic beverage retailer in the United States, and the platform functions as a discovery-oriented destination rather than a generic bottle shop, anchored by editorial content (producer spotlights, tasting notes, recipes), a recurring sommelier-curated wine club, and IRL tasting events hosted in Brooklyn, NYC.
The business operates three revenue streams: (1) one-time direct e-commerce sales of individual bottles, multi-packs, cases, and themed bundles at price points generally ranging from $15–$58 per bottle, with case discounts of 15–16% and free shipping above $150; (2) a recurring subscription product, the Boisson x André Hueston Mack Non-Alcoholic Wine Club, priced at $90 per four-bottle shipment on monthly, bimonthly, or quarterly cadences; and (3) a B2B wholesale and hospitality distribution channel serving restaurants, bars, and hotels. The company has raised approximately $17 million in disclosed funding across a $12 million seed round (August 2022, then the largest for a non-alcoholic brand) and a $5 million bridge round (September 2023) led by Pernod Ricard's Convivialité Ventures with participation from Connect Ventures.
Boisson's primary customers are sober-curious, health-conscious, and mindful-drinking consumers in the U.S. — including Dry January participants, "zebra striping" practitioners, and pregnant or designated-driver consumers — alongside a secondary B2B segment of hospitality venues sourcing NA beverages for menus and events. The company has secured a content and brand moat through partnerships with award-winning sommelier André Hueston Mack (wine club curator and community figurehead), an exclusive U.S. launch partnership with Austrian natural wine estate Gut Oggau, and earned media coverage in Forbes, The New York Times, Vogue, WSJ, and NBC.
Boisson firmographics
Firmographics- Name
- Boisson
- Legal name
- Boisson
- Website
- https://boisson.co
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Boisson is the largest non-alcoholic beverage retailer in the United States, operating a Shopify-powered DTC marketplace and sommelier-curated wine club selling non-alcoholic wines, spirits, beers, and RTDs to sober-curious and mindful-drinking consumers, with a wholesale channel serving hospitality venues.
- Ownership category
- akta.pro rank
Boisson industry classification
Industry- Product category
- Non-Alcoholic Beverage Retail
- NAICS
- Beer, Wine, and Liquor Retailers (4453), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)
- SIC
- Retail-Miscellaneous Retail (5900), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Mixed Alcohol Specialty Retail (Beer/Wine/Spirits Combined) (CRANABAH)
- akta.pro secondary industries
- Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Fine Wine & Luxury Spirits Retail (CRANABAE)
Keywords
Where Boisson is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Boisson business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Marketing or Sales, Personnel, Technology or R&D, Supply Chain
Revenue model
- Direct E-commerce Product Sales: Boisson generates revenue through direct-to-consumer online sales of non-alcoholic wines, spirits, beers, RTDs, mixers, and bundles. Customers purchase individual bottles, multi-packs, cases, or curated bundles at published price points. Wholesale accounts are served through a separate distribution channel. Revenue is one-time transactional with a subscription upsell through the wine club.
- Wine Club Subscription: The Boisson x André Hueston Mack Non-Alcoholic Wine Club is a recurring subscription ($90 per shipment of 4 bottles) available monthly, bimonthly, or quarterly. Subscribers receive free US shipping and access to exclusive IRL events in NYC. The subscription is marketed with a 15% discount code (AHM15) for first-time subscribers.
- Wholesale & Distribution: Boisson sells to wholesale and hospitality partners, listing on its wholesale accounts page. The company also ships to hospitality venues through its wholesale distribution channel, expanding reach beyond direct-to-consumer online sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Wine Club Subscription at $90 per 4-bottle shipment |
| Unit Pricing | Pay-as-you-go | Individual bottle and multi-pack pricing across wines, spirits, RTDs, and beers |
| Unit Pricing | Pay-as-you-go | Curated bundles and themed packs |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Boisson product offering
Product offeringCore offering
Boisson operates a curated online marketplace that retails non-alcoholic wines, spirits, beers, and ready-to-drink cocktails from third-party brands. The assortment is supported by an editorial platform and is paired with a sommelier-curated monthly wine club subscription and a wholesale program serving hospitality partners.
Product overview
Boisson operates as a curated non-alcoholic beverage marketplace and retailer offering a comprehensive portfolio of zero-proof products across multiple categories. The core offerings include an e-commerce marketplace featuring non-alcoholic wines (including dealcoholized wines and wine proxies), non-alcoholic spirits (whiskey, gin, tequila, aperitifs, liqueurs), non-alcoholic beers, and ready-to-drink cocktails. The platform is anchored by the proprietary Boisson x André Hueston Mack Non-Alcoholic Wine Club subscription service, which delivers curated monthly wine selections. Additional services include a wholesale distribution program for hospitality partners, a rewards club loyalty program, and gift cards. The marketplace curates products from third-party brands including Kolonne Null, Almave, St. Agrestis, Misty Cliffs, Giesen, Thomson & Scott Noughty, and others, functioning as both a retailer and curator of the non-alcoholic beverage space.
Differentiator
Problem solved
Functional benefit
Brands
- Boisson x André Hueston Mack Non-Alcoholic Wine Club: A non-alcoholic wine subscription club curated by award-winning sommelier André Hueston Mack, offering rotating selections of premium NA wines delivered monthly with tasting notes and IRL tasting events in NYC.
Products and services
- Boisson x André Hueston Mack Non-Alcoholic Wine Club A recurring sommelier-curated monthly subscription delivering non-alcoholic wines selected by André Hueston Mack, designed for individual consumers seeking guided NA wine discovery and gifting.
- Boisson Wholesale Program A B2B wholesale distribution program supplying non-alcoholic wines, spirits, beers, and RTDs to restaurants, bars, hotels, and other on-premise hospitality operators.
- Non-Alcoholic Wine Bundles Pre-assembled multi-bottle bundles of non-alcoholic wines available for individual consumer purchase on the Boisson site, often at case-discount pricing.
- Boisson Gift Cards Standalone gift cards redeemable on the Boisson site for non-alcoholic wines, spirits, beers, and ready-to-drink cocktails.
Quantifiable outcome
- 49% of Americans actively trying to drink less; 37 million new no-alcohol consumers added in the U.S. from 2022 to 2024
- +2 more outcomes
Companies that use Boisson
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Boisson technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Boisson partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Gut Oggau (Austrian Natural Wine Estate)coreBoisson is the exclusive US launch partner for Gut Feeling®, a new botanical herbal drink from Austrian natural wine estate Gut Oggau. This represents Gut Oggau's first beverage expression beyond wine, priced at $32 per bottle. The exclusive launch reinforces Boisson's position as a curated destination for premium zero-proof options.
- André Hueston Mack (Award-winning Sommelier)coreAndré Hueston Mack, an award-winning sommelier, co-curates the Boisson x André Hueston Mack Non-Alcoholic Wine Club, providing expert selection of wines, custom tasting notes, food pairing guides, and exclusive video content. He also participates in IRL tasting events hosted monthly in NYC, adding brand credibility and a premium editorial voice to Boisson's subscription offering.
- Live NationminorBoisson has partnerships with Live Nation for retail expansion, bringing its products to event venues and music/festival audiences.
Scale indicators4 records
Boisson competitors and assessment
Company assessmentBroad incumbents
- Total Wine & More: The largest U.S. specialty retailer of wine, beer, and spirits. Comparable to Boisson in multi-category beverage retail and growing NA assortment, though as a broad incumbent offering thousands of SKUs at lower price points rather than curated premium positioning.
Direct peers
- Winc: Direct-to-consumer wine subscription and online wine retailer offering personalized bottles with editorial discovery. Closest direct analog to Boisson's wine-club subscription model in customer experience mechanics, despite operating in alcoholic wine rather than NA wine.
- Ghia: Premium non-alcoholic aperitif brand targeting the mindful-drinking and sober-curious consumer. Comparable to Boisson in premium positioning, editorial-led marketing, and as a featured brand within Boisson's marketplace — overlapping as both peer and supplier.
- Töst Beverages: Non-alcoholic sparkling wine alternative brand positioned at the premium end of NA celebrations. Comparable to Boisson as a premium NA wine/proxy brand distributed through Boisson's marketplace, with overlapping sober-curious target consumer and occasion-driven marketing.
- Lyre's Spirit Co. One of the largest independent non-alcoholic spirits brands globally, offering NA versions of gin, whiskey, rum, tequila, and liqueurs. Directly comparable as a premium NA spirits brand carried in Boisson's marketplace — overlapping as competitor and supplier depending on channel.
- Flaviar: Premium spirits discovery club and marketplace offering curated tasting boxes via subscription. Directly comparable to Boisson's wine club on subscription mechanics, curation IP, and member community — applied to brown spirits rather than NA wine.
- Kin Euphorics: Non-alcoholic functional beverage brand targeting mindful drinkers with adaptogenic, nootropic-infused mixers. Comparable to Boisson in sober-curious positioning, premium pricing, and as a featured brand in Boisson's spirits/RTD assortment.
- Athletic Brewing Company: The largest U.S. non-alcoholic craft brewery, producing NA beer across IPA, lager, and stout categories. Directly comparable to Boisson in that both anchor the premium, mindful-drinking NA category with strong earned-media presence and multi-channel (DTC + wholesale) distribution — though Athletic is a producer while Boisson is a retailer/curator.
- De Soi: Premium non-alcoholic sparkling aperitif brand co-founded by Katy Perry and Morgan McLachlan. Comparable to Boisson in category positioning (premium NA aperitif), celebrity/editorial-driven brand authority, and target consumer (sober-curious mindful drinkers).
- ReserveBar: Premium online spirits and wine marketplace offering curated bottles with editorial content and gifting focus. Closest direct analog to Boisson's curated marketplace model in the alcoholic beverage space, with similar Shopify-led DTC, exclusive producer relationships, and emphasis on discovery.
Market position
Strengths5 records
Weaknesses5 records
Key risks6 records
Key highlights7 records
Customer concentration
Boisson social profiles
Digital presenceBoisson financial estimates
Financial estimateRevenue estimate
Valuation estimate
Boisson leadership team
Management profileNumber of profiles
Profiles4 records
Boisson funding detail
Funding detailFunding overview
Funding rounds3 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Boisson M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Boisson
What does Boisson do?
Boisson operates a curated online marketplace that retails non-alcoholic wines, spirits, beers, and ready-to-drink cocktails from third-party brands. The assortment is supported by an editorial platform and is paired with a sommelier-curated monthly wine club subscription and a wholesale program serving hospitality partners.
Is Boisson a public or private company?
Boisson is a private company. It is classified as venture growth investor backed and is currently operating.
When was Boisson founded?
Boisson was founded in 2021. It employs 11 to 50 people.
Where is Boisson based?
Boisson is headquartered in New York, United States, in the North America region.
How does Boisson make money?
Three revenue lines are on record. Direct E-commerce Product Sales are the primary driver. The others are wine Club Subscription and wholesale & Distribution.
Who are Boisson's main competitors?
Total Wine & More is listed as a broad incumbent. Direct peers are Winc, Ghia, Töst Beverages, Lyre's Spirit Co., Flaviar, Kin Euphorics, Athletic Brewing Company, De Soi and ReserveBar.
Does Boisson have an API?
No public API is recorded for Boisson.
What industry is Boisson in?
Boisson's product category is Non-Alcoholic Beverage Retail. Its primary akta.pro industry code is CRANABAH, Mixed Alcohol Specialty Retail (Beer/Wine/Spirits Combined), with a secondary code of CRANABAF, Alcohol Subscription & Wine Clubs (Retail). Its NAICS code is 4453 and its SIC code is 5900.