Mémoire-projet

Abstract

The market for non-alcoholic spirits is experiencing structural growth across Europe, driven by rising health consciousness, the sober curious movement, and technological advances in alcohol-free distillation. Against this backdrop, Arduenna Spirit Company, a young Belgian enterprise, has developed a premium craft non-alcoholic gin made from Ardennes-sourced botanicals. This thesis investigates the marketing and commercial strategies that can support the successful development of such a product on the Belgian market, with a particular focus on the conditions governing its listing within the Delhaize retail network. The empirical approach is based on ten in-depth semi-structured interviews conducted with beverage section managers and wine experts across several Delhaize stores in Belgium. These interviews are complemented by non-participant field observations carried out in twenty-four points of sale. A horizontal thematic analysis of the data highlights four central findings. First, sensory quality appears to be the foundational listing criterion: without a convincing tasting experience, neither brand narrative nor pricing arguments are sufficient. Second, the Ardennes territorial identity and artisanal story represent genuine levers of differentiation, provided that they are formalised into a clear and accessible pitch that distributors can themselves relay. Third, a selective and progressive distribution strategy appears preferable to a broad rollout, as commercial proof should precede any extension of the listing. Fourth, a price range of €25 to €40 is considered coherent by the majority of respondents, provided that it is supported by a value-based pedagogical approach. On the basis of these findings, six strategic recommendations are formulated for Arduenna Spirit Company, structured around three axes: building sensory and narrative legitimacy, managing distributor relationships, and sequencing commercial diffusion. This thesis contributes to filling a gap in the existing literature by adopting the perspective of retail intermediaries, a viewpoint that remains underrepresented in academic research on premium non-alcoholic beverages.