{"id":145092,"date":"2026-03-31T14:07:19","date_gmt":"2026-03-31T12:07:19","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=145092"},"modified":"2026-03-31T14:07:21","modified_gmt":"2026-03-31T12:07:21","slug":"duvel-moortgat-se-detourne-de-la-biere-apres-sa-premiere-baisse-de-chiffre-daffaires-en-20-ans","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/duvel-moortgat-se-detourne-de-la-biere-apres-sa-premiere-baisse-de-chiffre-daffaires-en-20-ans\/","title":{"rendered":"Duvel Moortgat se d\u00e9tourne de la bi\u00e8re apr\u00e8s sa premi\u00e8re baisse de chiffre d&rsquo;affaires en 20 ans"},"content":{"rendered":"\n<p>Pour la premi\u00e8re fois en deux d\u00e9cennies, les ventes de <strong>Duvel Moortgat<\/strong> sont en baisse. Le brasseur belge acc\u00e9l\u00e8re donc le d\u00e9ploiement de boissons sans alcool et de nouvelles boissons. Le PDG Michel Moortgat envisage m\u00eame de lancer une boisson \u00e9nergisante et, \u00e9ventuellement, sa propre boisson rafra\u00eechissante.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Premier recul en deux d\u00e9cennies<\/h2>\n\n\n\n<p>En 2025, Duvel Moortgat a enregistr\u00e9 un chiffre d&rsquo;affaires de 598 millions d&rsquo;euros, soit une baisse de 1,7 % par rapport \u00e0 l&rsquo;ann\u00e9e pr\u00e9c\u00e9dente. Le volume a \u00e9galement recul\u00e9 d&rsquo;environ 2 %, \u00e0 2,2 millions d&rsquo;hectolitres. Le brasseur enregistre ainsi sa premi\u00e8re baisse des ventes en vingt ans, si l&rsquo;on exclut l&rsquo;ann\u00e9e 2020 marqu\u00e9e par la pand\u00e9mie de Covid-19.<\/p>\n\n\n\n<p>C&rsquo;est surtout aux \u00c9tats-Unis et en Chine que le groupe rencontre des difficult\u00e9s. Aux \u00c9tats-Unis, la part du chiffre d&rsquo;affaires du groupe est pass\u00e9e de 36 \u00e0 30 %. Les marques locales y perdent du terrain, tandis que les bi\u00e8res sp\u00e9ciales belges tiennent bon. En Chine, l&rsquo;affaiblissement de la classe moyenne freine la consommation. Le pays repr\u00e9sente environ 5 % du chiffre d&rsquo;affaires.<\/p>\n\n\n\n<p>La rentabilit\u00e9 est n\u00e9anmoins rest\u00e9e relativement stable, a d\u00e9clar\u00e9 le PDG Michel Moortgat \u00e0 Belga : le b\u00e9n\u00e9fice d&rsquo;exploitation (EBITDA) s&rsquo;est \u00e9lev\u00e9 \u00e0 environ 160 \u00e0 162 millions d&rsquo;euros. Il relativise le recul, mais reconna\u00eet la pression structurelle qui p\u00e8se sur le secteur. Selon lui, plusieurs facteurs entrent en jeu simultan\u00e9ment : l&rsquo;inflation, les effets des taux de change et l&rsquo;\u00e9volution des perceptions en mati\u00e8re de sant\u00e9 concernant la consommation d&rsquo;alcool. Cette semaine encore, le gouvernement a par exemple annonc\u00e9 un durcissement de la r\u00e9glementation en mati\u00e8re de publicit\u00e9 pour l&rsquo;alcool : la mention \u00ab l&rsquo;alcool nuit \u00e0 la sant\u00e9 \u00bb devra bient\u00f4t figurer sur chaque publicit\u00e9.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Vers les boissons sans alcool et m\u00eame l&rsquo;alimentation<\/h2>\n\n\n\n<p>Duvel Moortgat r\u00e9agit en \u00e9largissant sa strat\u00e9gie. Les boissons sans alcool repr\u00e9sentent d\u00e9sormais 5 % du chiffre d\u2019affaires et connaissent une croissance d\u2019environ 20 % par an. L\u2019entreprise lance actuellement de nouvelles variantes telles que la Vedett 0.0, la La Chouffe enti\u00e8rement sans alcool et une gamme \u00e9largie de Liefmans.<\/p>\n\n\n\n<p>Une Duvel sans alcool n\u2019est pas pr\u00e9vue pour l\u2019instant, mais n\u2019est plus exclue de l\u2019horizon strat\u00e9gique. \u00ab Duvel est pour ainsi dire intouchable. D&rsquo;un autre c\u00f4t\u00e9, il y a dix ans, j\u2019aurais dit \u00ab\u00a0jamais\u00a0\u00bb. Aujourd\u2019hui, je n\u2019ose plus l\u2019affirmer. \u00bb La technologie \u00e9volue rapidement : \u00ab Il y a vingt ans, les bi\u00e8res sans alcool n\u2019\u00e9taient pas bonnes. Aujourd\u2019hui, elles sont vraiment bonnes \u00bb, a d\u00e9clar\u00e9 Moortgat \u00e0 Belga.<\/p>\n\n\n\n<p>Le brasseur ne se limite plus non plus \u00e0 la bi\u00e8re. Son portefeuille s\u2019\u00e9tend aux boissons \u00e9nergisantes, au kombucha et peut-\u00eatre m\u00eame aux produits alimentaires. Sous la marque Vedett, l\u2019entreprise lance une boisson \u00e9nergisante au guarana. Par ailleurs, Duvel Moortgat d\u00e9veloppe une nouvelle variante du kombucha JARR, en collaboration avec le restaurant trois \u00e9toiles Boury. <\/p>\n\n\n\n<p>Moortgat voit plus loin que les cat\u00e9gories traditionnelles. \u00ab Les jeunes consommateurs ne pensent pas en termes de cat\u00e9gories, mais de besoins. \u00bb Cela ouvre la voie \u00e0 des innovations inattendues. \u00ab Peut-\u00eatre commercialiserons-nous un produit \u00e0 base de c\u00e9r\u00e9ales ferment\u00e9es pour le petit-d\u00e9jeuner. \u00bb Il n\u2019exclut m\u00eame plus la possibilit\u00e9 de lancer sa propre boisson gazeuse. Des acquisitions pourraient rendre cela possible. Aux \u00c9tats-Unis notamment, le brasseur souhaite saisir des opportunit\u00e9s dans les \u00c9tats o\u00f9 l\u2019entreprise est actuellement moins bien implant\u00e9e.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pour la premi\u00e8re fois depuis deux d\u00e9cennies, les ventes de Duvel Moortgat sont en baisse. Le brasseur belge acc\u00e9l\u00e8re donc le lancement de boissons sans alcool et de nouvelles boissons. Le PDG Michel Moortgat envisage m\u00eame de se lancer dans les boissons \u00e9nergisantes et, \u00e9ventuellement, dans la production de ses propres boissons gazeuses.<\/p>\n","protected":false},"author":5,"featured_media":145093,"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":[736],"people":[],"extra":[43],"company":[1189],"topic":[276,266],"region":[226,446],"class_list":{"0":"post-145092","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-food","9":"tag-bier","10":"extra-plus","11":"company-duvel-moortgat","12":"topic-expansion","13":"topic-resultats-financiers","14":"region-belgique","15":"region-etats-unis-2"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Duvel Moortgat se d\u00e9tourne de la bi\u00e8re apr\u00e8s sa premi\u00e8re baisse de chiffre d&#039;affaires en 20 ans - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Pour la premi\u00e8re fois en deux d\u00e9cennies, les ventes de Duvel Moortgat sont en baisse. 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