France’s alcohol-free wine exhibition gains another layer and a new investor

nown for its exhibition dedicated to alcohol-free wines and drinks – Degré Zéro – organiser Break Events Group has been bought by Lyon-based group Sirha Food. The company specialises in hospitality exhibitions and is a subsidiary of GL Events Exhibitions which hosts Sirha exhibitions, the Omnivore festival, the Bocuse d’Or competition and the world pastry cup among others. The promotional events Tasty Wine Meetings hosted by Break Events Group in Paris and in the American and Asian markets are also part of the purchase, enabling Sirha Food to position itself “in a context where alcohol consumption has plummeted by over 60% in France since 1960” and where “the NoLo drinks segment has displayed record growth of 30% since 2022, reaching nearly 300 million euros in revenue”, states a press release. The statement adds: “This transformation also affects the on-trade where alcohol-free beverages now account for between 40 and 45% of revenue, illustrating the emergence of flexi-drinkers”.

Olivier Darras, who organised the first two Degré Zéro exhibitions in Paris, transitions from founding chairman of Break Events Group to director of the drinks division with the Sirha group.

A target of 100 exhibitors and 1,500 exhibitors has been set for the third Degré Zéro exhibition at the Maison de la Mutualité in Paris on February 8, 2026. The figures are a significant increase on previous events both for the number of stands (+43% up from 70 stands in 2024) and qualified visitor attendance (+46%).