Too Much Wine, Too Much Competition — Yet Belgium Remains One of Europe’s Most Attractive Markets
By Small in size but enormous in wine culture, Belgium is one of Europe’s most fascinating — and challenging — markets for producers looking to expand abroad. Consumers are deeply connected to classic wine regions, yet younger drinkers are becoming more adventurous and price-conscious. Add fierce competition, easy access to wineries across Europe, and a highly saturated retail landscape, and succeeding here requires far more than simply having a good bottle. We spoke with Jens and Janis from Flessen-Geluk, a Belgian wine importer, to understand what really drives wine sales in Belgium today.
