{"id":47876,"date":"2021-04-09T08:54:06","date_gmt":"2021-04-09T08:54:06","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/la-biere-pils-doit-se-reinventer\/"},"modified":"2021-04-09T08:54:06","modified_gmt":"2021-04-09T08:54:06","slug":"la-biere-pils-doit-se-reinventer","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/la-biere-pils-doit-se-reinventer\/","title":{"rendered":"\u00ab La bi\u00e8re pils doit se r\u00e9inventer \u00bb"},"content":{"rendered":"<p><span style=\"background-color:white\">La vente de pils est en perte de vitesse depuis plusieurs ann\u00e9es dans notre pays. Les grands brasseurs comme\u00a0<strong>AB InBev<\/strong>\u00a0tentent d&rsquo;inverser la tendance \u00e0 coup de promotions et de campagnes publicitaires. Une bataille pourtant perdue d&rsquo;avance, selon la sommeli\u00e8re de la bi\u00e8re Sofie Vanrafelghem. \u00ab\u00a0\u00c7a ne peut que rendre notre pinte plus savoureuse.\u00a0\u00bb<\/span><\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"background-color:white\">Bi\u00e8res sp\u00e9ciales<\/span><\/h2>\n<p><span style=\"background-color:white\">Selon Nicolas Degryse, de la brasserie\u00a0<strong>Omer Vander Ghinste<\/strong>, le march\u00e9 des pils se contracte de 3 \u00e0 4 % depuis plusieurs ann\u00e9es. Le barom\u00e8tre des brasseurs belges, utilis\u00e9 pour identifier r\u00e9guli\u00e8rement la bi\u00e8re pr\u00e9f\u00e9r\u00e9e des Belges, montre qu&rsquo;il ne s&rsquo;agit pas d&rsquo;une baisse temporaire. En 2005, ils \u00e9taient un peu plus de 50 % \u00e0 pr\u00e9f\u00e9rer la pils. Lors du dernier sondage, en 2019, ils n\u2019\u00e9taient plus 23,6 %.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Le d\u00e9clin de la popularit\u00e9 de la pils s\u2019explique en grande partie par l&rsquo;essor des bi\u00e8res sp\u00e9ciales Les Belges boivent \u00e9galement moins de bi\u00e8res : en Belgique, le volume est pass\u00e9 de 10,3 millions d&rsquo;hectolitres \u00e0 7,03 millions d&rsquo;hectolitres entre 1996 et 2019.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Bi\u00e8re gratuite<\/span><\/h2>\n<p><span style=\"background-color:white\">Roel Dekelver, de Delhaize,\u00a0<a href=\"https:\/\/www.nieuwsblad.be\/cnt\/dmf20210407_95599039\" target=\"_blank\" rel=\"noopener\">confirme les tendances<\/a>\u00a0dans Het Nieuwsblad. \u00ab\u00a0Il suffit de regarder notre rayon bi\u00e8re pour s&rsquo;en rendre compte. Elles occupaient autrefois plus d\u2019espace, mais aujourd\u2019hui les bi\u00e8res r\u00e9gionales et sp\u00e9ciales gagnent du terrain. Chaque ann\u00e9e, les ventes de bi\u00e8res r\u00e9gionales augmentent d&rsquo;environ 30 %, tandis que celles des pils sont \u00e0 la traine.\u00a0\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Les grands brasseurs comme AB InBev et\u00a0<strong>Alken-Maes<\/strong>\u00a0tentent de relancer les ventes de pils \u00e0 coup de campagnes publicitaires et de promotions. Ils proposent par exemple davantage de promotions \u00ab\u00a01+1 gratuit\u00a0\u00bb dans les supermarch\u00e9s. \u00ab\u00a0Lorsque vous devez recourir \u00e0 des offres gratuites, ce n\u2019est pas anodin\u00a0\u00bb, d\u00e9clare la sommeli\u00e8re de la bi\u00e8re Sofie Vanrafelghem, convaincue que les brasseurs m\u00e8nent une bataille perdue d&rsquo;avance. Les promotions alimentent \u00e9galement l&rsquo;id\u00e9e re\u00e7ue que la pils est une bi\u00e8re bon march\u00e9.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Le plaisir avant tout<\/span><\/h2>\n<p><span style=\"background-color:white\">Vanrafelghem y voit tout de m\u00eame du positif pour les amateurs de bi\u00e8re. \u00ab\u00a0Les brasseries ont longtemps consid\u00e9r\u00e9 la pils avant tout comme une bi\u00e8re de picole.\u00a0\u00bb Selon elle, la mentalit\u00e9 \u00e9volue lentement mais s\u00fbrement, avec une priorit\u00e9 pour la d\u00e9gustation et le plaisir.\u00a0\u00ab\u00a0C&rsquo;est pour cela que bon nombre de nouvelles bi\u00e8res savoureuses avec une teneur en alcool plus faible font leur apparition.\u00a0\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Selon la sommeli\u00e8re de la bi\u00e8re, plusieurs brasseurs ont d\u00e9j\u00e0 op\u00e9r\u00e9 cette transition. \u00ab\u00a0<strong>Palm<\/strong>, par exemple, se distingue avec son\u00a0<strong>Estaminet<\/strong>, qui est vraiment une pils de qualit\u00e9.\u00a0\u00bb Ce n&rsquo;est qu&rsquo;en r\u00e9fl\u00e9chissant bien aux am\u00e9liorations possibles qu&rsquo;ils pourront aider la pils \u00e0 retrouver ses lettres de noblesse, conclut Vanrafelghem.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La vente de pils est en perte de vitesse depuis plusieurs ann\u00e9es dans notre pays. Les grands brasseurs comme\u00a0AB InBev\u00a0tentent d&rsquo;inverser la tendance \u00e0 coup de promotions et de campagnes publicitaires. Une bataille pourtant perdue d&rsquo;avance, selon la sommeli\u00e8re de la bi\u00e8re Sofie Vanrafelghem. \u00ab\u00a0\u00c7a ne peut que rendre notre pinte plus savoureuse.\u00a0\u00bb \u00a0 Bi\u00e8res [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":47873,"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":[],"topic":[],"region":[],"class_list":["post-47876","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00ab La bi\u00e8re pils doit se r\u00e9inventer \u00bb - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"La vente de pils est en perte de vitesse depuis plusieurs ann\u00e9es. Les grands brasseurs comme AB InBev tentent d&#039;inverser la tendance \u00e0 coup de promotions et de campagnes publicitaires. Une bataille pourtant perdue d&#039;avance, selon la sommeli\u00e8re de la bi\u00e8re Sofie Vanrafelghem. \u00ab \u00c7a ne peut que rendre notre pinte plus savoureuse. \u00bb\" \/>\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-pils-doit-se-reinventer\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00ab La bi\u00e8re pils doit se r\u00e9inventer \u00bb - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"La vente de pils est en perte de vitesse depuis plusieurs ann\u00e9es. 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