Colruyt launches Pas de Soucis

In this episode, we look at a first for Belgian retail: the launch by Colruyt Group of its very first artisanal wine, Pas de Soucis.

A fresh 100% Belgian white wine, produced from grapes grown at the Domaine Lez-Envies, in the heart of the Pays des Collines. More than just a cuvée, this project reflects a clear ambition: to showcase local expertise and further strengthen its commitment to Belgian supply chains.

How does a major retailer step into wine production? And what does this project reveal about evolving expectations around local sourcing, quality, and product identity?

We discuss it in the podcast.

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