{"id":139796,"date":"2026-01-14T10:43:20","date_gmt":"2026-01-14T09:43:20","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=139796"},"modified":"2026-01-14T10:43:22","modified_gmt":"2026-01-14T09:43:22","slug":"la-brasserie-haacht-va-miser-davantage-sur-la-vente-au-detail-et-linternationalisation","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/la-brasserie-haacht-va-miser-davantage-sur-la-vente-au-detail-et-linternationalisation\/","title":{"rendered":"La brasserie Haacht va miser davantage sur la vente au d\u00e9tail et l’internationalisation"},"content":{"rendered":"\n

Une concentration sur cinq marques internationales cl\u00e9s, l’innovation dans le domaine des boissons sans alcool, la croissance dans le commerce de d\u00e9tail et l’expansion en France et aux Pays-Bas sont quelques-uns des axes principaux du plan avec lequel la Brasserie<\/strong> Haacht<\/strong> souhaite renouer avec la croissance en volume.<\/p>\n\n\n\n

\u00ab Acc\u00e9l\u00e9ration radicale \u00bb<\/h2>\n\n\n\n

Nils van Dam, nouveau PDG depuis octobre de la soci\u00e9t\u00e9 cot\u00e9e en bourse Co.Br.Ha., le groupe qui chapeaute la brasserie Haacht, a \u00e9labor\u00e9 un plan de r\u00e9forme strat\u00e9gique visant \u00e0 r\u00e9tablir la rentabilit\u00e9 de l’entreprise en difficult\u00e9, apr\u00e8s une ann\u00e9e difficile au cours de laquelle le chiffre d’affaires a baiss\u00e9 d’environ 4 % pour des volumes stables. L’ambitieux plan de r\u00e9forme strat\u00e9gique \u00ab Horizon 2030 \u00bb vise \u00e0 r\u00e9tablir la rentabilit\u00e9 durable de l’entreprise.<\/p>\n\n\n\n

\u00ab Nous n’avons pas de temps \u00e0 perdre \u00bb, d\u00e9clare M. van Dam. \u00ab Horizon 2030 signifie une acc\u00e9l\u00e9ration radicale. Nous construisons une brasserie comp\u00e9titive, agile et r\u00e9siliente, qui vise \u00e0 renouer avec le succ\u00e8s en se concentrant davantage sur les atouts de la brasserie Haacht. La \u00ab plus grande des petites brasseries belges \u00bb dispose de nombreux atouts, notamment 127 ans de savoir-faire, des bi\u00e8res de qualit\u00e9, une position forte dans le secteur de la restauration sur ses march\u00e9s principaux que sont la Belgique et la France, un portefeuille de marques \u00e0 fort potentiel et une production historique robuste de bi\u00e8re en f\u00fbt. \u00bb<\/p>\n\n\n\n

Cinq marques internationales<\/h2>\n\n\n\n

Le brasseur souhaite se positionner de mani\u00e8re plus comp\u00e9titive et plus orient\u00e9e vers le client en se concentrant sur ses cinq marques internationales fortes : Primus, Coq Hardi, Tongerlo, Super 8 et Flandrien, compl\u00e9t\u00e9es par la \u00ab marque de valeur \u00bb Haacht 4,8. L’expansion en France et aux Pays-Bas, ainsi que la croissance dans le commerce de d\u00e9tail, seront intensifi\u00e9es. \u00ab Nos meilleures marques disposeront des moyens n\u00e9cessaires pour se d\u00e9velopper, tant sur les march\u00e9s cl\u00e9s que sont la Belgique, la France et les Pays-Bas, que sur les march\u00e9s d’exportation que sont le Royaume-Uni, l’Italie et l’Espagne \u00bb, explique M. van Dam. L’innovation et l’\u00e9largissement de la gamme de bi\u00e8res sans alcool sont \u00e9galement essentiels \u00e0 la croissance.<\/p>\n\n\n\n

Le PDG a en outre identifi\u00e9 un potentiel de 17 millions d’euros d’\u00e9conomies brutes d’ici 2030, dont 14 millions sont inclus dans le plan. L’entreprise souhaite notamment augmenter la capacit\u00e9 de production des bi\u00e8res sans alcool, optimiser la logistique, rationaliser la gamme de produits et am\u00e9liorer l’efficacit\u00e9 de la production. Le PDG souhaite \u00e9galement initier un changement de culture au sein de la brasserie Haacht.<\/p>\n\n\n\n

Enfin, l’entreprise \u00e9valuera toutes les options strat\u00e9giques pour un avenir durablement rentable, y compris les partenariats strat\u00e9giques, les coentreprises, une fusion, des ventes et\/ou des acquisitions. Co.Br.Ha d\u00e9signe PwC comme partenaire externe afin d’explorer ensemble toutes les pistes strat\u00e9giques.<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Une concentration sur cinq marques internationales cl\u00e9s, l’innovation dans le domaine des boissons sans alcool, la croissance dans le commerce de d\u00e9tail et l’expansion en France et aux Pays-Bas sont quelques-uns des axes principaux du plan avec lequel la brasserie belge Haacht souhaite renouer avec la croissance en volume. <\/p>\n","protected":false},"author":3,"featured_media":139797,"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":[18,24],"tags":[],"people":[],"extra":[43],"company":[1703],"topic":[332],"region":[226],"class_list":{"0":"post-139796","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-food","9":"extra-plus","10":"company-brouwerij-haacht","11":"topic-restructuration","12":"region-belgique"},"acf":[],"yoast_head":"\nLa brasserie Haacht va miser davantage sur la vente au d\u00e9tail et l'internationalisation - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Nils van Dam, nouveau PDG de la brasserie Haacht, a \u00e9labor\u00e9 un plan de r\u00e9forme strat\u00e9gique visant \u00e0 r\u00e9tablir la rentabilit\u00e9 de 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