Carl Héline is the co-founder of Avenor, bringing more than twenty years of luxury beverage strategy from Moët Hennessy / LVMH and a founding role 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
- Why European Non-Alcoholic Brands Are Entering the US Market
- Customer List Value: Recurring Revenue & LTV
- Is the Non-Alcoholic Trend a Fad? What Data Says
- Owned Audience & Recurring Revenue: Non-Alcoholic DTC
- Subscription & Replenishment: Non-Alcoholic Beverages
- State of Non-Alcoholic Beverages in the US (2026)
- Who's Winning in US Non-Alcoholic (and Why)