Carl Héline is the co-founder of Avenor. He spent more than twenty years in luxury beverage strategy at Moët Hennessy / LVMH and was on the founding team at French Bloom, the non-alcoholic sparkling brand. He writes on brand building, positioning, and demand — how a European non-alcoholic brand earns the shelf and the customer in the US, drawing on the maison playbook of building desire rather than discounting into it.
Experience
- Co-founder, Avenor — US market entry for non-alcoholic brands
- Founding team, French Bloom — non-alcoholic sparkling
- 20+ years luxury beverage strategy, Moët Hennessy / LVMH
Areas of focus
- Luxury beverage strategy
- Non-alcoholic wine and sparkling
- European beverage brand building
- Positioning and demand for premium non-alcoholic brands
Guides by Carl
- Positioning a Non-Alcoholic Brand: US Entry Points
- US Non-Alcoholic Drinks Market Size, 2026
- Who's Winning in US Non-Alcoholic (and Why)
- Why European Non-Alcoholic Brands Are Entering the US Market
- Customer List Value: Recurring Revenue & LTV
- Subscription & Replenishment: Non-Alcoholic Beverages
- Is the Non-Alcoholic Trend a Fad? What Data Says
- Owned Audience & Recurring Revenue: Non-Alcoholic DTC