Agency · Non-Alcoholic Beverage Consulting
Agency Practice
Rewriting the dining landscape from non-alcohol.
The Sun&R.Lab Non-Alcohol Agency walks alongside Michelin-starred restaurants, auberges, five-star hotels and regional partners across five levers — guest acquisition, value per cover, monetisation, team formation, and digital / creative.
Strengths · The value we bring
An operator's eye, alongside the kitchen.
Not consulting from a deck — we operate non-alcohol ourselves and have grown a Maison from zero. We walk alongside in the vocabulary of the floor.
Opérateur
Operator-grade knowledge
Having operated non-alcoholic beverages ourselves, we speak in the language of the floor — operations, stock, service flow, all included.
Producteur
Maison-brand validation
The product development, OEM and e-commerce know-how we have built through our own Maison, NEIGE & THÉ, transfers directly into a partner's business design.
À vos côtés
Engagement by design
We do not stop at proposal slides. From test deployment through full operation and secondary monetisation, we walk alongside on a quarterly cadence with the team on the ground.
Leviers · Five levers
Five Service Levers
Acquisition · Value per cover · Monetisation · Team-up · Digital
01
Acquisition
Guest acquisition
Seasonal events and collaborations
We design seasonal programmes, collaborations with sommeliers and chefs, and limited pairing menus — building acquisition that stays true to the partner's world.
Use case: a Michelin-starred restaurant in Niigata, co-curating a seasonal non-alcoholic pairing course.
02
Value Per Cover
Value per cover
Selection and pairing aligned to your house
From the Maison Brand range, we curate the bottles that match a partner's price tier and worldview, and design the pairing course alongside the team.
Use case: composing five non-alcoholic pairing courses for a luxury auberge to echo the kitchen's seasonal menu.
03
Monetisation
Monetisation
E-commerce, OEM, retail extensions
From original-label design and OEM production to e-commerce build and gift / retail lines, we help cultivate revenue streams beyond the table.
Use case: end-to-end original-label development, OEM production and e-commerce launch for a five-star hotel.
04
Team-Up
Team formation
Sommeliers, chefs, regional networks
Local government, sommeliers, chefs, designers, manufacturing partners — for each engagement we compose the right team and stay on the floor with the partner.
Use case: joining a regional tourism project as a team uniting local chefs, sommeliers and our own product line.
05
Digital · Creative
Digital and creative
IT systems, identity, web, merchandise
From booking and inventory systems to logo, web and merchandise design — we translate the brand into digital without losing its grain.
Use case: rebranding programme for a regional auberge — refreshed logo, web and booking UI.
Process · How we engage
From tasting through scale.
Steps 01 through 03 complete within days.
- 01
Hearing
Hearing & tasting
We listen to brand, kitchen and scene, and present a tasting of bottles aligned with the partner's world. Completed within days.
- 02
Test
Test deployment (from 6 bottles)
A minimum-viable rollout — six bottles — to observe guest response, operations and service flow alongside the team.
- 03
Review
Two-week review
We review results together, then shape the call on full deployment, menu refinement and pricing.
- 04
Scale
Acquisition & monetisation
Original-label development, retail-line build, collaborative events — we stay through the monetisation that follows full operation.
Audience · Whom we walk alongside
Partners who share our standard.
Hospitality professionals and the regional partners who set out to rewrite the story of their place — the audiences our practice was built for.
Hôtellerie · Hospitality
Michelin-starred restaurants / auberges / five-star hotels
Non-alcoholic pairings, original labels, gift retail — new revenue and experience, without breaking the house's worldview.
Cuisine · Hospitalité · Luxe
Région · Regional collaboration
Local governments / regional tourism projects
Uniting local chefs, sommeliers and producers around non-alcohol — extending into tourism, retail and brand.
Terroir · Tourisme · Collaboration
FAQ · Frequently asked
Frequently asked
- Q. Who is the practice primarily designed for?
- A. Hospitality professionals who place quality and worldview first — Michelin-starred restaurants, luxury auberges, five-star hotels, and local governments leading tourism and regional branding initiatives.
- Q. At what scale can a test deployment begin?
- A. We can begin with as few as six bottles. From hearing and tasting through the STEP 03 review can be completed within days, so the operational load on the floor stays minimal.
- Q. Do you also help develop revenue beyond food and beverage?
- A. Yes. We accompany original-label development and OEM production, e-commerce setup, and gift / retail line construction — designing revenue pillars that extend past the table.
- Q. Are partners limited to the Maison Brand (NEIGE & THÉ) range?
- A. The Maison Brand is our core line-up, but we also combine partner bottles and bespoke OEM development as the partner's worldview requires. We compose around the world, not around a fixed product.
- Q. Can you engage on NDA-bound work?
- A. Given the luxury context, engagements under NDA are our default. We never disclose a partner's business detail or trade name externally; case references on this page are anonymised accordingly.
Liens · Related practice
Maison BrandNEIGE & THÉ
The Maison at the core of our line-up. Non-alcoholic beverages that re-thread the terroir, sent from Niigata to the world.
Contact
We welcome your enquiry.
We propose the engagement design most appropriate to your worldview and the phase you are in.
Please reach out — we welcome the conversation.
Reply within 3 business days