Maison Chavin, a pioneer in non-alcoholic wine, reaffirms its ambitions with PrestaShop
Over the past fifteen years, Maison Chavin has established itself as a leading player in the non-alcoholic wine market. Behind this success lies a visionary founder, a deliberately innovative positioning, rare commercial agility, and a strategy driven with rigor and pragmatism. Today, Maison Chavin generates 90% of its revenue from exports, across more than 65 countries. Its distribution, largely exclusive, relies on a network of boutiques, foodservice professionals (hotels, restaurants, cafés), specialist retailers, and its ecommerce website, developed on PrestaShop.
From a personal question to a market opportunity
Founded in 2010 by Champagne native Mathilde Boulachin, Maison Chavin began as an international wine trading business, already driven by a strong innovation-focused DNA. The story took a decisive turn when the founder, while pregnant, began questioning alternatives to wine during pregnancy. The realization of a gap in the premium non-alcoholic offering quickly became a clear market opportunity.
With just €5,000 in capital, she launched her first de-alcoholized cuvées. Fifteen years later, Maison Chavin, now based in the heart of the renowned Languedoc-Roussillon vineyards, generates €15 million in revenue and is widely recognized as the French leader in premium non-alcoholic wines.
The brand now addresses an increasingly broad audience. While its core customer remains an active, urban, health-conscious 45-year-old woman who practices flexi-drinking (a profile identified through a CSA study), its products also appeal to athletes, seniors, party hosts, and abstainers who seek an elegant, alcohol-free experience with the full intensity of a refined tasting. Maison Chavin’s cuvées also naturally fit into moments of responsible corporate conviviality.
A premium, creative offering that respects the product
On the product side, Maison Chavin champions an approach that is both demanding and accessible. Its de-alcoholized wines follow the codes of traditional winemaking, without added flavorings, and highlight grape varieties. In parallel, the brand has developed a more creative range based on non-fermented beverages and ready-to-drink products, combining innovation and enjoyment.
Each collection is designed to serve specific use cases, without ever compromising on oenological elegance, ranging from festive sparkling wines to mineral whites and fruit-forward rosés.
An ecommerce site managed as a true business unit
Early on, Maison Chavin chose to integrate digital into its growth strategy, launching its first ecommerce site as early as 2015. In 2020, the agency CibleWeb took over the project to support its scale-up with a firmly ROI-driven approach.
“The ecommerce site is managed as a standalone business unit, with its own profit and loss statement. Running at a loss was never an option.” Mathilde Boulachin, founder of Maison Chavin
Far more than a simple sales channel, the site has become a strategic communication tool, a brand awareness driver, and a showcase for export markets. A dedicated B2B platform complements the setup, allowing professionals to easily access tailored pricing.
A site built for SEO and GEO performance
Maison Chavin has made organic search a central performance lever. In a highly competitive environment, the brand stands out thanks to a rigorous content strategy and a consistent editorial line, designed for both Google and users.
Working closely with the CibleWeb agency, the company relies on a long-term strategy built on steady visibility growth: positioning on carefully selected niche keywords, Top 10 Google rankings, featured snippets, and natural backlinks.
The site’s editorial ecosystem, including the blog, detailed product pages, and expert content pages, addresses highly specific queries while reinforcing its advisory dimension. The objective is to guide customers, provide useful content, and influence usage patterns. Fine-grained SEO segmentation (pregnant women, businesses, athletes, and others) ensures content aligns precisely with each audience’s expectations.
“Our mission was to structure a robust SEO foundation capable of supporting both brand awareness and the site’s commercial performance, while anticipating GEO, content optimization for AI-powered search engines.” Guilhem Gleizes, founder of CibleWeb
A renewed commitment to PrestaShop
The choice of PrestaShop is deeply rooted in Maison Chavin’s history. From the very beginning, the solution was selected for its customization capabilities and its ease of integration with the ERP. This continuity has been invaluable, allowing teams to remain autonomous, with no technical disruption or loss of search rankings.
Over time, this choice has been reinforced by several structural criteria: open source, open governance, data ownership, and an optimized long-term operating cost.
“PrestaShop gives our client the independence they are looking for, without subscription or commission-based models, and with full cost control. This is essential to Maison Chavin’s entrepreneurial vision.” Guilhem Gleizes, founder of CibleWeb
The solution also enables Maison Chavin to manage both B2C and B2B markets on a single platform, through a unified, scalable, and accessible interface.
In terms of features, Shopimind is used to automate email campaigns (cart recovery, loyalty programs), while Kiliba enables the deployment of targeted marketing automation scenarios. With a strong focus on customer service quality, Maison Chavin has also integrated AI into its chatbot to streamline interactions. A store locator redirects visitors to partner wine merchants, and work is underway on the payment module to optimize the final step of the purchase journey.
A coherent, human-centered communication strategy
SEO, developed from the outset to anchor the brand’s visibility across its key territories, particularly around premium non-alcoholic offerings, is complemented by additional initiatives: sponsored campaigns, social media contests, and community engagement activations. The brand also relies on ongoing influencer marketing and press relations to support visibility during key moments.
Mathilde Boulachin also leads a genuine personal branding strategy, which significantly contributes to the brand’s reach and credibility.
The blog explores in-depth topics with an expert yet accessible tone, primarily around “sobriety sommellerie,” the non-alcoholic approach to wine tasting that Maison Chavin actively helps bring to life.
What’s next? Toward new growth drivers
Maison Chavin continues to develop its ecommerce channel through several initiatives planned by 2026. An ergonomic redesign is in preparation to better meet mobile usage expectations and optimize conversion paths.
International site deployment is also under consideration, a project that requires addressing regulatory specificities, particularly VAT management and customs duties.
In parallel, the brand is exploring marketplace integration through the Iziflux solution, with the goal of expanding distribution while maintaining control over its ecosystem.
Thank you to:
- Mathilde Boulachin, founder and CEO of Maison Chavin
- Guilhem Gleizes, founder of the CibleWeb agency
