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.

Hosted on Ausha. See ausha.co/privacy-policy for more information.