{"id":158655,"date":"2026-11-06T10:16:11","date_gmt":"2026-11-06T09:16:11","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=158655"},"modified":"2026-11-06T10:16:14","modified_gmt":"2026-11-06T09:16:14","slug":"la-biere-sans-alcool-doit-sauver-un-marche-de-la-biere-en-declin-ab-inbev-passe-egalement-a-la-vitesse-superieure","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/la-biere-sans-alcool-doit-sauver-un-marche-de-la-biere-en-declin-ab-inbev-passe-egalement-a-la-vitesse-superieure\/","title":{"rendered":"La bi\u00e8re sans alcool doit sauver le march\u00e9 de la bi\u00e8re : AB InBev passe \u00e0 la vitesse sup\u00e9rieure"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Alors que la consommation de bi\u00e8re classique continue de baisser, la bi\u00e8re sans alcool conna\u00eet un v\u00e9ritable essor. Dans les supermarch\u00e9s belges, les ventes ont augment\u00e9 de 25 % cette ann\u00e9e. <strong>AB InBev<\/strong> fait donc des variantes sans alcool une priorit\u00e9 strat\u00e9gique et investit massivement dans de nouveaux produits et technologies.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La bi\u00e8re sans alcool conquiert le march\u00e9 de la bi\u00e8re<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Si le march\u00e9 belge de la bi\u00e8re est sous pression, la bi\u00e8re sans alcool conna\u00eet quant \u00e0 elle un v\u00e9ritable \u00e2ge d\u2019or. Dans les supermarch\u00e9s, le volume des ventes a augment\u00e9 de pas moins de 25 % en 2026, ce qui repr\u00e9sente pr\u00e8s des deux tiers de la croissance totale en volume du march\u00e9 belge de la bi\u00e8re dans ce canal de distribution. La part de march\u00e9 de la bi\u00e8re sans alcool dans les supermarch\u00e9s belges <a href=\"https:\/\/www.hln.be\/binnenland\/alcoholvrij-bier-steeds-populairder-groei-van-25-procent-in-belgische-supermarkten~a205d22a\/\">est ainsi pass\u00e9e de 3,2 % en 2021 \u00e0 6,7 % cette ann\u00e9e<\/a>, indique AB InBev. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aux Pays-Bas, cette part s\u2019\u00e9l\u00e8ve d\u00e9j\u00e0 \u00e0 12,6 %, ce qui, selon le g\u00e9ant brassicole, d\u00e9montre qu\u2019il existe encore un potentiel de croissance consid\u00e9rable. \u00ab La bi\u00e8re sans alcool <a href=\"https:\/\/www.lecho.be\/entreprises\/alimentation-boisson\/confrontee-a-une-baisse-de-la-consommation-ab-inbev-fait-de-la-biere-sans-alcool-une-grosse-priorite\/10698761.html\">est une grande priorit\u00e9 pour notre entreprise<\/a> \u00bb, d\u00e9clare d\u2019ailleurs Adrien Mahieu, vice-pr\u00e9sident commercial pour l\u2019Europe et le Moyen-Orient chez AB InBev, \u00e0 L\u2019Echo. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le plus grand brasseur mondial se doit de prendre le train en marche, car la consommation traditionnelle de bi\u00e8re est sous pression \u00e0 l\u2019\u00e9chelle internationale. <strong>Heineken <\/strong>et <strong>Carlsberg <\/strong>avaient d\u00e9j\u00e0<strong> <\/strong>mis en garde contre ce recul de la demande. La consommation de bi\u00e8re en Belgique a \u00e9galement baiss\u00e9 de 3,2 % l\u2019ann\u00e9e derni\u00e8re et a perdu pr\u00e8s de 20 % de son volume en dix ans.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Le secteur de la restauration reste \u00e0 la tra\u00eene<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">AB InBev propose d\u00e9sormais huit bi\u00e8res sans alcool dans sa gamme belge, dont la Jupiler 0,0 %, la Corona Cero et la Tripel Karmeliet sans alcool. La Corona Cero a vu son volume de ventes dans les supermarch\u00e9s belges augmenter de plus de 10 % au cours des neuf premiers mois de 2026.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le brasseur cherche \u00e9galement \u00e0 se d\u00e9velopper dans les bi\u00e8res aux fruits, les variantes aromatis\u00e9es et les produits haut de gamme. Le segment \u00ab Beyond Beer \u00bb, qui comprend notamment des cocktails pr\u00eats \u00e0 boire et d\u2019autres boissons alcoolis\u00e9es, affiche quant \u00e0 lui une croissance de 4 %, alors que les activit\u00e9s mondiales li\u00e9es \u00e0 la bi\u00e8re stagnent. AB InBev voit en outre des opportunit\u00e9s pour les bi\u00e8res \u00e0 faible teneur en alcool, comprise entre 0,5 % et 3,5 %.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab Gr\u00e2ce \u00e0 la combinaison de ces strat\u00e9gies, nous avons r\u00e9ussi \u00e0 augmenter nos ventes dans le commerce de d\u00e9tail belge. Dans le secteur de la restauration, en revanche, la situation est plus difficile \u00bb, reconna\u00eet Mahieu.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Alors que la consommation de bi\u00e8re classique continue de baisser, la bi\u00e8re sans alcool conna\u00eet un v\u00e9ritable essor. Dans les supermarch\u00e9s belges, les ventes ont augment\u00e9 de 25 % cette ann\u00e9e. AB InBev fait donc des variantes sans alcool une priorit\u00e9 strat\u00e9gique et investit massivement dans de nouveaux produits et dans la technologie.<\/p>\n","protected":false},"author":5,"featured_media":158656,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18,24],"tags":[736,780],"people":[],"extra":[43],"company":[241],"topic":[276,386,462],"region":[226],"class_list":["post-158655","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","tag-bier","tag-biere","extra-plus","company-ab-inbev","topic-expansion","topic-fmcg","topic-innovation","region-belgique"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La bi\u00e8re sans alcool doit sauver le march\u00e9 de la bi\u00e8re : AB InBev passe \u00e0 la vitesse sup\u00e9rieure - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/la-biere-sans-alcool-doit-sauver-un-marche-de-la-biere-en-declin-ab-inbev-passe-egalement-a-la-vitesse-superieure\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La bi\u00e8re sans alcool doit sauver le march\u00e9 de la bi\u00e8re : AB InBev passe \u00e0 la vitesse sup\u00e9rieure - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Alors que la consommation de bi\u00e8re classique continue de baisser, la bi\u00e8re sans alcool conna\u00eet un v\u00e9ritable essor. Dans les supermarch\u00e9s belges, les ventes ont augment\u00e9 de 25 % cette ann\u00e9e. 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