I swear, I was in Monoprix to pick up some mouthwash and a few chocolates but the display of B.N. dazzled me and I was forced to buy a bottle of it for 3.50 E - the HBS marketing guys will tell you it's all in the display case, and they're correct. Smack in the eyeballs, irresistible.
And yawannaknow, it's drinkable, from Monoprix, argggh. 3.50 E. Hummm. Maybe the experts in Allston should come here and see how it's done so they can pep or prop up the US market.