{"id":119577,"date":"2025-05-28T12:21:46","date_gmt":"2025-05-28T10:21:46","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=119577"},"modified":"2025-05-28T12:21:49","modified_gmt":"2025-05-28T10:21:49","slug":"la-brasserie-haacht-envisage-la-cession-apres-une-mauvaise-annee","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/la-brasserie-haacht-envisage-la-cession-apres-une-mauvaise-annee\/","title":{"rendered":"La Brasserie Haacht envisage la cession apr\u00e8s une mauvaise ann\u00e9e"},"content":{"rendered":"\n<p>Sous la pression d&rsquo;un chiffre d&rsquo;affaires en baisse et d&rsquo;une perte doubl\u00e9e, la <strong>Brasserie Haacht<\/strong> envisage ses options strat\u00e9giques, y compris une \u00e9ventuelle cession. Le groupe brassicole est confront\u00e9 au changement des consommateurs.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Plan de redressement en cours<\/h2>\n\n\n\n<p>La Brasserie Haacht doit prendre des d\u00e9cisions radicales, car 2024 a \u00e9t\u00e9 une \u00ab mauvaise ann\u00e9e \u00bb, selon le PDG Boudewijn Van der Kelen. Le chiffre d&rsquo;affaires a chut\u00e9 de 5,7 % et la perte nette a doubl\u00e9 pour atteindre 8,2 millions d&rsquo;euros. Une r\u00e9cente augmentation de capital de 17,4 millions d&rsquo;euros devrait permettre au producteur de <strong>Primus <\/strong>et <strong>Tongerlo <\/strong>de respirer un peu, mais entre-temps, les choix strat\u00e9giques se font pressants.<\/p>\n\n\n\n<p>Lors de l&rsquo;assembl\u00e9e g\u00e9n\u00e9rale des actionnaires, l&rsquo;entreprise a admis envisager une vente, la famille propri\u00e9taire n&rsquo;ayant aucun int\u00e9r\u00eat \u00e0 reprendre la brasserie \u00e0 elle seule. C&rsquo;est ce que rapporte De Tijd. Parall\u00e8lement, l&#8217;embouteilleur de Pepsi Cola se pr\u00e9pare \u00e0 une \u00e9ventuelle reprise gr\u00e2ce \u00e0 un plan de redressement. Un nouveau syst\u00e8me SAP a \u00e9t\u00e9 mis en place, un responsable de la vente au d\u00e9tail renforce l&rsquo;\u00e9quipe et les ventes de bi\u00e8res sans alcool sont pass\u00e9es de 0,7 \u00e0 2,5 % du volume.<\/p>\n\n\n\n<p>Sur le plan du marketing, la Brasserie Haacht d\u00e9poussi\u00e8re Primus cet \u00e9t\u00e9 et des campagnes de marketing sont \u00e9galement pr\u00e9vues pour <strong>Super 8<\/strong> et Tongerlo. Le producteur de bi\u00e8re a pris tardivement conscience des nouvelles tendances de consommation, telles que le d\u00e9placement de la consommation vers la maison et la demande croissante de boissons non alcoolis\u00e9es, de sorte qu&rsquo;il y a maintenant beaucoup de retard \u00e0 rattraper.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sous la pression d&rsquo;un chiffre d&rsquo;affaires en baisse et d&rsquo;une perte doubl\u00e9e, la Brasserie Haacht envisage ses options strat\u00e9giques, y compris une \u00e9ventuelle cession. Le groupe brassicole est confront\u00e9 au changement des consommateurs.<\/p>\n","protected":false},"author":5,"featured_media":119569,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[],"extra":[],"company":[1703],"topic":[332,266],"region":[226,570],"class_list":["post-119577","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-brouwerij-haacht","topic-restructuration","topic-resultats-financiers","region-belgique","region-brabant-flamand"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La Brasserie Haacht envisage la cession apr\u00e8s une mauvaise ann\u00e9e - RetailDetail BE<\/title>\n<meta name=\"description\" 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