The flour hangs in the air like snow. Thick, white, everywhere. On the floor, on the shelves, on the hair of Stanisław Nowak, who for forty-five years has been getting up at three in the morning to bake bread for his district. He is seventy-two years old, but his hands – wrinkled, covered with scars from burns – move with the precision of a surgeon.
The Engineer Who Found His Spark Behind the Bar
At first glance, nothing predestined Baptiste Isidoro to revolutionize the world of beverages. Originally from the Parisian suburbs, he arrived in Lyon in 2017 to join INSA, where he studied electrical engineering. Yet, it was behind the counter of the school’s student bar, alongside Achille Babin and Clémence Jaillard, that the spark ignited.
“We saw many people ordering a beer by default, even though they didn’t like its bitterness. We wondered why there wasn’t a festive alternative that truly suited them,” explains the young entrepreneur. This idea, born behind the counter, led to the creation of FREIA.
From Incubator to Innovation: The Birth of FREIA
From 2022, the trio utilized the INSA incubator to transform this intuition into a business project. After several years of research, testing, and hundreds of tastings with students, FREIA officially launched in 2024.
Their gamble? To introduce Hard Cider to France, an Anglo-Saxon specialty made from fermented apple juice with selected yeasts, resulting in a more aromatic and expressive drink than traditional cider. Their recipe combines apple, rhubarb, and ginger, without bitterness, gluten, or sulfites. “We wanted to offer a drink that could be consumed like a beer, but with a completely different identity,” emphasizes Baptiste.
A Drink That Unites: FREIA’s Inclusive Philosophy
Very quickly, FREIA went beyond being just a product. The three associates advocate for a more inclusive vision of conviviality, where everyone finds their place around the table. Faced with growing demand, they developed an alcohol-free version, faithful to the flavors of the original recipe. “Our mission is to offer a festive alternative without compromise. You can have a great time without drinking alcohol,” insists the co-founder.
This philosophy has already attracted many establishments in Lyon. FREIA is now served in several bars, as well as at the Transbordeur, at festivals, and even on tap in some establishments where the drink competes with traditional offerings.
French Roots, Global Ambition
For its production, the trio relies on a cider partner located in the Rance Valley, Brittany, while adhering to demanding specifications: 100% French apple juice and production entirely carried out in France. “We could have sourced elsewhere in Europe at more competitive prices, but we chose to work with a French supply chain. It was consistent with our values and our desire to build a responsible brand.”
After consolidating its presence in Lyon, FREIA is now preparing for its expansion. A fundraising round is planned by the end of the year, aimed at accelerating commercialization across France, strengthening the teams, and launching new recipes. “Today, our ambition is to make FREIA a national brand. To achieve this, we need to invest more in our commercial development and communication,” insists Baptiste.
Curious, a musician, photographer, and videographer in his spare time, Baptiste maintains the mindset that led him to entrepreneurship. “I like to understand how things work. Curiosity has always pushed me to explore new worlds.” A quality that still accompanies him today in this entrepreneurial adventure where each bottle tells a little about Lyon, a lot of audacity, and a different way to celebrate.
Source: https://www.lyonpeople.com/actualites-lyon/actualites-people-lyonnais/les-nouveaux-visages-de-lyon-baptiste-isidoro-avec-freia-nous-voulons-que-chacun-puisse-faire-la-fete-avec-ou-sans-alcool-2026-08-27.html
