Mémoire-projet

Abstract

This thesis examines how Brasserie Saint-Feuillien, a Belgian, family-owned brewery founded in 1873 can strengthen its footprint and accelerate sales in France, its primary export market. In a crowded, fast-evolving category, distribution is treated as a strategic lever for differentiation, market penetration, and durable value creation. Method. A mixed-methods design combines desk research with 12 semi-structured interviews (Horeca, GMS, cavistes) and a survey of 310 French consumers. Results are triangulated to enhance robustness. Key findings. : 1 Channels are distinct ecosystems. Horeca, Cavistes, GMS and Festivals 2 Drivers of choice are tangible. Consumers prioritise taste/complexity, origin & story, sustainability. Belgian origin signals quality, yet brand awareness remains low (17% have tasted Saint-Feuillien; have not heard of it). 3 Localism raises the bar; insidership unlocks access. Success depends on joining local networks (buyers, prescribers, events) and delivering reliable execution (stock, lead times, POS support). 12-month roadmap (pilots → scale). • Horeca: 60 draught lines (incl. Grand Cru), staff training, tasting nights. • Cavistes: +40 partner stores, coffrets + glass, ≥25 in-store animations. • GMS: +60 listings, 150 PLV placements, tastings & seasonal promos. • Festivals: reach ≥10,000 visitors, ≥6,000 tastings, capture B2B leads. Contributions. Academically, the thesis bridges channel strategy, prescriber effects, and SME internationalisation (insidership, incremental learning). Managerially, it delivers actionable playbooks by channel, pilot protocols, and a measurement system to scale only what works. Takeaway. In saturated markets, advantage comes not only from product quality but from the story a brand tells, the relationships it cultivates, and the discipline with which it aligns vision, execution, and measurement, consistently, channel by channel.