Wine market in Belgium

For market analysis, Belgium can be divided into three parts: Dutch-speaking Flanders, French-speaking Wallonia, and the cosmopolitan, while predominantly French-speaking, city of Brussels.

Flanders, with 58% of the country's population, consumes only 46% of still wines in total but 61% of white wines, and 64% of sparkling wines. It is in general a more affluent region, and a stylistically more diverse market. Around 70% of New World wines sold in Belgium are consumed in Flanders. German and Austrian wines have their fair share at Flanders’ restaurants but are virtually non-existent in Wallonia’s on-premise market.

Wallonia’s drinking culture is more similar to French, with the consumption of red wines being higher than white wines. Wallonia and Brussels comprise 40% of Belgian population, consume 57% of red wines in Belgium. The wine market in Wallonia is more conservative than in Flanders, with customers being less interested in trying new styles.^[2]

Brussels is the official capital of the European Union, with approximately 50,000 public officials from diverse cultural backgrounds. The on-premise scene is vibrant but rather affordable, with a median bottle price of €35, compared to €61 in Flanders’ Antwerp.

Belgium has its own, although small, wine industry, with about 1000 ha of vineyards. The association of Belgian winegrowers have more than 200 members. It is mostly vinifera-based viticulture, with Chardonnay seems to be the predominant variety.^[3] Traditional method sparkling wines are an important category among Belgian wines.

Compiled and checked by Ilya Zabolotnov