The latest Wine Intelligence report on the Belgian wine market – Belgium Landscapes 2018 – provides an overview of the consumption behaviour and attitude towards wine among Belgian regular wine drinkers, as well as the latest trends observed by the trade.
Our first in-depth report since 2013, this landscapes report focuses on the three major geographical areas of Belgium as well as the country as a whole.

Key findings include:

1.THE IMPACT OF THE 2015 RISE IN EXCISE DUTY ON WINE
Increased costs due to a raised tax duty have been passed onto the consumers – as a result wine volumes have fallen in recent years, and there is a fear wine drinkers and heading across neighbouring borders to find better deals.

2.THE BOOM OF CAVA AND WANING DEMAND FOR FRENCH CHAMPAGNE
Cava has usurped French Champagne as Belgium’s favourite sparkling wine having become more socially acceptable in recent times.
3. THE TOURNÉE MINERALÉ CAMPAIGN: A THREAT TO WINE CONSUMPTION BUT INCREASING OPPORTUNITIES FOR NON-ALCOHOLIC WINES
Tournée Minérale, a government-backed campaign promoting a month without alcohol, has led to a decline in wine consumption but does perhaps open the door for low or non-alcoholic options.
4. THE IMPORTANCE OF VALUE FOR MONEY AND FOOD AND WINE PAIRING IN BELGIUM
Finding good-value-for-money wines that pair well with food with wine have been important factors for Belgian regular wine drinkers, the latter becoming especially important since last year
5. BELGIAN CONSUMERS OPEN TO NEW WINES BUT NOT UNCONVENTIONAL INNOVATIONS
Belgian wine trade highlight that Belgian regular wine drinkers are not likely to respond well to unconventional innovations, such as blue wine, but are more likely to try new wine regions and grape varietals
Drawing on data collected from our March 2018 wave of Vinitrac® (the world’s largest ongoing omnibus survey on wine consumer attitudes and behaviours), trade and consumer interviews, secondary sources and market experience, this **105-page report** offers a detailed analysis of how the market is performing and includes:
▪ Demographics of regular wine drinkers in Belgium by gender, age Belgian regions and income
▪ Wine buying behaviour, including channel and store usage as well as choice cues
▪ Wine-producing country and region awareness and varietal consumption
▪ Wine brand health analysis and insight and measures such as brand awareness, purchase, conversion to purchase, consideration, affinity and recommendation with tracking
▪ Profiling of different age groups within the Belgian wine market
▪ Analysis of three main Belgian geographical areas – the Flemish region, the Walloon Region and Brussels
Hot topic: A focus on alternative types of wine in the Belgian wine market
▪ A full user-friendly data table with data from the questions asked of consumers, cross-tabbed by gender, age group and regions