Maggie Frerejean-Taittinger was well aware of the incongruities when she launched French Bloom in 2021. She had worked at gastronomy bible the Michelin Guide before marrying Rodolphe Frerejean-Taittinger, scion of the Taittinger champagne dynasty, and now here she was, launching an alcohol-free sparkling wine – in La Grand Épicerie de Paris at Le Bon Marché, one of the city’s most prestigious food halls.
“What a blasphemy to launch in wine country! We never considered France would be an important market for French Bloom,” she says. “But we were speechless at the reception. It exceeded all expectations: we sold over 10,000 bottles in the first three months.”
