Alcoholic Drinks in Belgium

Alcoholic Drinks in Belgium 
Euromonitor International 
August 2020

List OF CONTENTS AND TABLES 
 
EXECUTIVE SUMMARY 
COVID-19 impact on alcoholic drinks 
COVID-19 country impact 
Premiumisation, innovation in flavours and formats, and low- or no-alcohol variants drive trends seen in 2019 
Players show strong competition in innovations in 2019, as the larger brands maintain their strongholds and smaller players struggle to stay up 
Low- and no-alcohol trends, flavour fusions, and modernisation of image set to drive future growth 
CHART 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2017-2024 
CHART 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2017-2024 
CHART 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2016-2024 
CHART 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2016-2024 
MARKET BACKGROUND 
Legislation 
Legal purchasing age and legal drinking age 
Drink driving 
Advertising 
Smoking ban 
Opening hours 
On-trade establishments 
Table 1         Number of On-trade Establishments by Type 2014-2019 
TAXATION AND DUTY LEVIES 
Summary 1       Taxation and Duty Levies on Alcoholic Drinks 2019 
OPERATING ENVIRONMENT 
Contraband/parallel trade 
Duty free 
Cross-border/private imports 
KEY NEW PRODUCT LAUNCHES 
Outlook 
MARKET INDICATORS 
Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2014-2019 
MARKET DATA 
Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2014-2019 
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2014-2019 
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019 
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019 
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2019 
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2019 
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2019 
Table 10 	Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2019 
Table 11 	GBO Company Shares of Alcoholic Drinks: % Total Volume 2015-2019 
Table 12 	Distribution of Alcoholic Drinks by Format: % Off-trade Value 2014-2019 
Table 13 	Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019 
Table 14 	Forecast Sales of Alcoholic Drinks by Category: Total Volume 2019-2024 
Table 15 	Forecast Sales of Alcoholic Drinks by Category: Total Value 2019-2024 
Table 16 	Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024 
Table 17 	Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024 
GLOBAL MACROECONOMIC ENVIRONMENT 
GLOBAL INDUSTRY ENVIRONMENT 
DISCLAIMER 
DEFINITIONS 
SOURCES 
Summary 2 Research Sources 
HEADLINES 
PRE-COVID-19 PERFORMANCE 
Speciality, craft and fusion beers lead innovations in 2019 
From low- and no-alcohol beers, to fusions with tequila, consumers are calling for novelty and choice 
Anheuser-Busch InBev NV maintains strong lead thanks to wide portfolio and ongoing innovations in leading Jupiler brand beer 
2020 AND BEYOND 
COVID-19 impact 
Affected products within beer 
Recovery and opportunities 
CATEGORY BACKGROUND 
Lager price band methodology 
Summary 3       Lager by Price Band 2019 
Table 18         Number of Breweries 2014-2019 
CATEGORY DATA 
Table 19 Sales of Beer by Category: Total Volume 2014-2019 
Table 20 Sales of Beer by Category: Total Value 2014-2019 
Table 21 Sales of Beer by Category: % Total Volume Growth 2014-2019 
Table 22 Sales of Beer by Category: % Total Value Growth 2014-2019 
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2014-2019 
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2014-2019 
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2014-2019 
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2014-2019 
Table 27 	GBO Company Shares of Beer: % Total Volume 2015-2019 
Table 28 	NBO Company Shares of Beer: % Total Volume 2015-2019 
Table 29 	LBN Brand Shares of Beer: % Total Volume 2016-2019 
Table 30 	Forecast Sales of Beer by Category: Total Volume 2019-2024 
Table 31 	Forecast Sales of Beer by Category: Total Value 2019-2024 
Table 32 	Forecast Sales of Beer by Category: % Total Volume Growth 2019-2024 
Table 33 	Forecast Sales of Beer by Category: % Total Value Growth 2019-2024 
HEADLINES 
PRE-COVID-19 PERFORMANCE 
Cross-border trade continues to pose challenge for Belgian wine, even though the country is developing as a wine producer 
Trends for organic and no-alcohol sparkling wines grow, as sub-category also sees some polarisation 
Bacardi Martini Belgium SA maintains lead thanks to success of 2019 ‘Martini Time' campaign 
2020 AND BEYOND 
COVID-19 impact 
Affected products within wine 
Recovery and opportunities 
CATEGORY DATA 
Table 34 Sales of Wine by Category: Total Volume 2014-2019 
Table 35 Sales of Wine by Category: Total Value 2014-2019 
Table 36 Sales of Wine by Category: % Total Volume Growth 2014-2019 
Table 37 Sales of Wine by Category: % Total Value Growth 2014-2019 
Table 38 Sales of Wine by Off-trade vs On-trade: Volume 2014-2019 
Table 39 Sales of Wine by Off-trade vs On-trade: Value 2014-2019 
Table 40 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2014-2019 
Table 41 Sales of Wine by Off-trade vs On-trade: % Value Growth 2014-2019 
Table 42 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2014-2019 
Table 43 	Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2014-2019 
Table 44 	Sales of Still White Wine by Price Segment: % Off-trade Volume 2014-2019 
Table 45 	Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2014-2019 
Table 46 	GBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019 
Table 47 	NBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019 
Table 48 	LBN Brand Shares of Still Light Grape Wine: % Total Volume 2016-2019 
Table 49 	GBO Company Shares of Champagne: % Total Volume 2015-2019 
Table 50 	NBO Company Shares of Champagne: % Total Volume 2015-2019 
Table 51 	LBN Brand Shares of Champagne: % Total Volume 2016-2019 
Table 52 	GBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019 
Table 53 	NBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019 
Table 54 	LBN Brand Shares of Other Sparkling Wine: % Total Volume 2016-2019 
Table 55 	GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019 
Table 56 	NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019 
Table 57 	LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2016-2019 
Table 58 	GBO Company Shares of Non-grape Wine: % Total Volume 2015-2019 
Table 59 	NBO Company Shares of Non-grape Wine: % Total Volume 2015-2019 
Table 60 	LBN Brand Shares of Non-grape Wine: % Total Volume 2016-2019 
Table 61 	Forecast Sales of Wine by Category: Total Volume 2019-2024 
Table 62 	Forecast Sales of Wine by Category: Total Value 2019-2024 
Table 63 	Forecast Sales of Wine by Category: % Total Volume Growth 2019-2024 
Table 64 	Forecast Sales of Wine by Category: % Total Value Growth 2019-2024 
HEADLINES 
PRE-COVID-19 PERFORMANCE 
Players utilise premiumisation with popular IPs and art themed limited editions 
English gin and flavoured spirits lead the way in innovations in the category 
Diageo Belgium NV SA maintains top place by leading the way in constant innovations 
2020 AND BEYOND 
COVID-19 impact 
Affected products within spirits 
Recovery and opportunities 
CATEGORY BACKGROUND 
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology 
Summary 4       Benchmark Brands 2019 
CATEGORY DATA 
Table 65 Sales of Spirits by Category: Total Volume 2014-2019 
Table 66 Sales of Spirits by Category: Total Value 2014-2019 
Table 67 Sales of Spirits by Category: % Total Volume Growth 2014-2019 
Table 68 Sales of Spirits by Category: % Total Value Growth 2014-2019 
Table 69 Sales of Spirits by Off-trade vs On-trade: Volume 2014-2019 
Table 70 Sales of Spirits by Off-trade vs On-trade: Value 2014-2019 
Table 71 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2014-2019 
Table 72 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2014-2019 
Table 73 Sales of Dark Rum by Price Platform: % Total Volume 2014-2019 
Table 74 	Sales of White Rum by Price Platform: % Total Volume 2014-2019 
Table 75 	Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2014-2019 
Table 76 	Sales of English Gin by Price Platform: % Total Volume 2014-2019 
Table 77 	Sales of Vodka by Price Platform: % Total Volume 2014-2019 
Table 78 	Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2014-2019 
Table 79 	GBO Company Shares of Spirits: % Total Volume 2015-2019 
Table 80 	NBO Company Shares of Spirits: % Total Volume 2015-2019 
Table 81 	LBN Brand Shares of Spirits: % Total Volume 2016-2019 
Table 82 	Forecast Sales of Spirits by Category: Total Volume 2019-2024 
Table 83 	Forecast Sales of Spirits by Category: Total Value 2019-2024 
Table 84 	Forecast Sales of Spirits by Category: % Total Volume Growth 2019-2024 
Table 85 	Forecast Sales of Spirits by Category: % Total Value Growth 2019-2024 
HEADLINES 
PRE-COVID-19 PERFORMANCE 
Old-fashioned traditional cider declines, while modern ‘craft' cider is on the rise 
Low- or no-alcohol trend yet to take off, with just a few generally unnoticed brands available 
Stassen NV SA maintains lead but is yet to successfully update old-fashioned image 
2020 AND BEYOND 
COVID-19 impact 
Recovery and opportunities 
CATEGORY DATA 
Table 86 Sales of Cider/Perry: Total Volume 2014-2019 
Table 87 Sales of Cider/Perry: Total Value 2014-2019 
Table 88 Sales of Cider/Perry: % Total Volume Growth 2014-2019 
Table 89 Sales of Cider/Perry: % Total Value Growth 2014-2019 
Table 90 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2014-2019 
Table 91 Sales of Cider/Perry by Off-trade vs On-trade: Value 2014-2019 
Table 92 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2014-2019 
Table 93 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2014-2019 
Table 94 GBO Company Shares of Cider/Perry: % Total Volume 2015-2019 
Table 95 	NBO Company Shares of Cider/Perry: % Total Volume 2015-2019 
Table 96 	LBN Brand Shares of Cider/Perry: % Total Volume 2016-2019 
Table 97 	Forecast Sales of Cider/Perry: Total Volume 2019-2024 
Table 98 	Forecast Sales of Cider/Perry: Total Value 2019-2024 
Table 99 	Forecast Sales of Cider/Perry: % Total Volume Growth 2019-2024 
Table 100 	Forecast Sales of Cider/Perry: % Total Value Growth 2019-2024 
HEADLINES 
PRE-COVID-19 PERFORMANCE 
RTDs benefit somewhat from cocktail trends, but face numerous challenges which are expected to keep sales down 
Tournée Minérale campaign drives trend for mocktails, proving an opportunity for RTDs 
Leading spirits players continue to dominate RTDs, with competition seen in ongoing innovations 
2020 AND BEYOND 
COVID-19 impact 
Affected products within RTDs 
Recovery and opportunities 
CATEGORY DATA 
Table 101 Sales of RTDs by Category: Total Volume 2014-2019 
Table 102 Sales of RTDs by Category: Total Value 2014-2019 
Table 103 Sales of RTDs by Category: % Total Volume Growth 2014-2019 
Table 104 Sales of RTDs by Category: % Total Value Growth 2014-2019 
Table 105 Sales of RTDs by Off-trade vs On-trade: Volume 2014-2019 
Table 106 Sales of RTDs by Off-trade vs On-trade: Value 2014-2019 
Table 107 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2014-2019 
Table 108 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2014-2019 
Table 109 GBO Company Shares of RTDs: % Total Volume 2015-2019 
Table 110 	NBO Company Shares of RTDs: % Total Volume 2015-2019 
Table 111 	LBN Brand Shares of RTDs: % Total Volume 2016-2019 
Table 112 	Forecast Sales of RTDs by Category: Total Volume 2019-2024 
Table 113 	Forecast Sales of RTDs by Category: Total Value 2019-2024 
Table 114 	Forecast Sales of RTDs by Category: % Total Volume Growth 2019-2024 
Table 115 	Forecast Sales of RTDs by Category: % Total Value Growth 2019-2024