ABOUT US

TWO FRIENDS HIDE BEHIND SASSY

Friends for more than 20 years, Pierre-Emmanuel and Xavier grew up together in Normandy. They had the ambition to modernize the first alcoholic beverage consumed by any young self-respected Normand : the cidre.
Determined by the desire to create a quality, hand-crafted, French product and by the aspiration to come back to the source / back to basics, they aimed at increasing the value of a decisively modern product, forgotten despite its numerous energetic and gustatory qualities.
(“Gluten-free, 100 % natural, the least calorific alcoholic drink”- it has less than 50 calories for a glass of 15cl).
Helped by a cellar master with a well-known expertise, Pierre-emmanuel and Xavier have been developing their project for more than one year. Their work resulted in the launch of Sassy, the first contemporary cider brand “Made in Normandy”.

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  Xavier d’Audiffret Pasquier

How did you come up with this idea of cider ?

First of all, it is a product that I’ve always loved. The idea actually came when I was living in London and during my trips to the United States. I noticed the huge success of ciders, so I said to myself : why not in France as well ? Also, the Anglo-Saxon ciders are of such a poor quality compared to the French hand-crafted ones. When I came back, the concept emerged progressively : Sassy will propose quality hand-crafted ciders after a reinvented recipe, with an original and innovative packaging.

What determined you to make the final leap ?

The faith that I have in this product ! It has a great history, that stems from the highly recognized French hand-craft expertise. Moreover, our product displays a broad spectrum of qualities, such as being 100 % natural, gluten free, low in calories and extremely refreshing. In the end, the consumer has access to a highly qualitative product at an affordable price.

What was your career path ?

I went to a business school and afterwards I worked in the financial sector, where I met a lot of entrepreneurs. This reinforced my desire to create and start doing something, Thus, I decided to take a career turn to go and try my luck.

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Pierre-Emmanuel Racine-Jourden

How did you come up with this idea of cider ?

Before anything else, it is a product that I have been appreciating for numerous years now. We used to drink the cider produced at Sassy castle in our hiding place when we were younger. Later on, while having a drink with some friends, I wanted to have something else than the traditional beer. That was the moment when I realised that finding a good cider is not that easy…either the product was too industrial, or too “farmer”, thus not at all adapted to my tastes, nor suitable to be consumed as an aperitif.

What determined you to make the final leap ?

Several things : the desire to create my own enterprise, the wish to showcase a speciality from my own region by giving a new lease of life to a forgotten hand-crafted product and last, but not least : the need for a change. I worked for 4 years in Paris where I evolved in the presence of entrepreneurs. This gives you some ideas !

What was your career path ?

I studied at SKEMA Business School. During my studies, I had the opportunity to travel abroad : in China, Ireland. This way, I realised how successful are the French products and the enthusiasm generated by the Anglo-Saxon ciders. When I came back to France, I worked in enterprise-finance.