boisson.co
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Boisson: The Sober-Curious Empire
How a $8.3M non-alcoholic retailer is capitalizing on the 'sober curious' movement.
While the world obsesses over craft spirits, a quieter revolution is brewing in e-commerce. Boisson isn't just selling alcohol-free alternatives; they are building the infrastructure for a sober-curious lifestyle, turning a niche trend into a scalable, $8.3M business model.
"Boisson proves that the future of drinking isn't about abstinence—it's about curation."
The SEO Moat of Niche Intent
Boisson dominates specific, high-intent search queries that generic retailers ignore. With 2,670 monthly searches for 'boisson' and heavy traffic for specific substitutes like 'chardonnay substitute non alcoholic' (220 volume), they've captured a hyper-specific audience. Their organic search strategy (44% of traffic) suggests a content strategy that educates rather than just sells, targeting the 'sober curious' researching phase.
The Trustpilot Paradox
Boisson operates in a polarized landscape. With a Trustpilot rating of 2.1/5 from only 16 reviews, the data suggests a vocal minority of dissatisfied customers, likely related to shipping logistics or product expectations. However, their revenue of $8.3M indicates that for every unhappy customer, there are hundreds of silent, repeat buyers satisfied with the product quality and curation.
The tech stack reveals a modern, performance-obsessed team. Utilizing Tailwind CSS, jQuery, and Swiper, the site is built for speed and mobile conversion. Notably, they employ PWA (Progressive Web App) technology—a sophisticated choice for a DTC brand, likely aiming to increase retention and app-like experiences without the friction of a native app store download.
- Curation over Catalog: They don't stock everything, just the best (Ritual, Three Spirit, Athletic Brewing).
- Educational Commerce: Their blog (e.g., '0.0 vs 0.5 proof') builds trust in a confusing category.
- Experience-First: The presence of 'mixology supplies' (shrubs, syrups) shifts the focus from 'substitution' to 'creation'.
The Verdict: A Category King in the Making
Boisson is positioned to be the 'Net-a-Porter' of non-alcoholic luxury.
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Boisson — Buy Non-Alcoholic Drinks, Spirits, Wines, & Beers Online
Boisson curates the best collection of non-alcoholic spirits, beers, and wines as well as mixology supplies including shrubs, syrups, mixers, and more, including top brands like Ritual Zero Proof, Athletic Brewing, French Bloom, Thomson & Scott, Leitz, The Pathfinder, Three Spirit, and more.
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Reviews (15)
Boisson is amazing
I visited a Boisson store in San Francisco and had a great experience buying some new non-alcoholic drinks. I then checked out their site and found a massive selection of NA drinks. As someone who is trying to cut back on alcohol, this is awesome. Ordering was easy. Delivery was smooth. Very happy.
Charged me in full, kept the money and cancelled my order without telling me…
Update: After I told them to cancel rather than replace my order with something else they went ahead and managed to put together most of the items I had ordered and sent it overnight mail to Hawaii (without charging me for the shipping and refunded me for the one item they couldn’t replace). I appreciate their having gone to so much effort to try to get most of my order there by Christmas. I ordered Christmas gift for my father in Hawaii and was charged in full (over $200) back in November. It is a week until Christmas and Boisson only just let me know that they were out of stock when they went to pack my order and so never intended to ship it (and they only told me because I had been emailing repeatedly to follow up). They kept my money and never bothered to tell me the order would never ship. Now I am stuck without a present for my dad (which I’d need to ship to Hawaii) a week before Christmas and Boisson still has my money (though they say will refund it eventually). Many of the non-alcoholic products they sell are good but that does not matter if you can’t trust them to ship what you buy or to not charge you if they cannot ship what you order.
Update: Automated online systems not helpful
Update: Three stars instead of first review with two stars. Added another star because my order showed up on Jan. 22 because Grace at the Studio City store helped after no phone help from corp. This was my first order, really wanted to like Boisson. Ordered online on Jan. 8, 2024 for a party on Jan. 20 and on Jan. 18 found out that UPS broke the whole box enroute. Customer service via the website chat, email functions are not helpful, and no person to speak to about damaged order. Grace was very nice and reordered for me but I was charged almost $50 more for the order. Tried to cancel the reorder no luck.
Difficult to get response from CS, live chat needs work
My order shipped late by a couple of weeks and then broke in transit. When I tried to chat and call their customer service line I didn't get any response for days. Eventually I talked to a real person and my issue was resolved but they could stand to improve their customer service infrastructure, and be more transparent about the services that they have. They have a phone number, but calling is a dead end and every menu option leads to voicemail. The website claims to have "live chat" but when you open the chat box it leads to sending an email and waiting to hear back via email. Even if they had a chatbot handle the initial exchange before escalating to a human, I think a functioning live chat would make a big difference in the experience.
Terrible N/A Wine
There is no way this is a substitute for wine. Maybe vinegar? So disappointing as I have a few friends who have gone sober but Boisson N/A wines are terrible. And not cheap. So buy grape juice or sparkling apple juice and save the expense and embarrassment.
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About boisson.co
Boisson curates the best collection of non-alcoholic spirits, beers, and wines as well as mixology supplies including shrubs, syrups, mixers, and more, including top brands like Ritual Zero Proof, Athletic Brewing, French Bloom, Thomson & Scott, Leitz, The Pathfinder, Three Spirit, and more.
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Technology Stack
boisson.co uses 37 technologies across their website including AccessiBe, Font Awesome, Adobe Fonts, hCaptcha, HSTS, and more.
Accessibility
AccessiBe
Fonts
Font Awesome, Adobe Fonts, Google Fonts
Security
hCaptcha, HSTS, reCAPTCHA
CDN
jsDelivr
Cloud & Hosting
Amazon Web Services, AWS CloudFront, Cloudflare
Email Marketing
Klaviyo
Traffic & Audience
boisson.co receives approximately 24.8K monthly visitors and ranks #985,614 globally. The website has a bounce rate of 44% with visitors viewing an average of 2.6 pages per visit. Users spend an average of 1:38 on the site.
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