The JNPR Story
JNPR's idea is to have a drink that is better suited for our times, that can provide the same feelings as alcohol, without any other consequences.
During a trip to the United States, Valerie, the founder, experienced a much more varied range of beverages, with subtle tastes, natural ingredients, and properties that make them true daily companions. This is when the first thoughts about JNPR came to life.
In the course of her research, she discovered that during the 17th century, distilled juniper berries and other plants and spices such as coriander seed were highly sought after, reputed for their medicinal properties.
She met Flavio Angiolillo, a renowned bartender, and together they thought about the best way to keep this tradition alive with the added challenge of maintaining excellent mixology properties even without alcohol. After months of reading, researching, testing and meeting people, JNPR was born.
Planting junipers in Normandy
JNPR is a name that was chosen in reference to the juniper berry.
At the very beginning of the adventure, when considering the supply of raw materials, Valérie realized that most juniper berries were imported from Eastern Europe or the Balkans, whereas it is a Norman species.
The first 60 plants were planted one month after the launch of the brand to follow their development, knowing that the shrubs take 3 years to give the first berries.
The project is growing with the brand and 500 new plants were planted in March 2023. Another 500 will be planted next year.
The project will not at this stage be self-sufficient in the supply of juniper berries, but it is a win-win project with the farmer with whom we have signed the partnership. Indeed, we ensure the quality and supply of part of our berries, and for the farmer we replant hedges that protect from the wind, promote biodiversity and limit soil erosion. These hedges are also an essential element in the fight against global warming.