Which Belgian media have championed the zero-proof movement most prominently?
Belgian media coverage of zero-proof drinks has shifted dramatically between 2020 and 2026 — from occasional lifestyle curiosity pieces to regular, substantive coverage across food, health, and culture channels. Le Vif/L'Express Weekend (leading French-language lifestyle supplement), Knack Weekend, Trends-Tendances, and De Standaard lifestyle section have all run multiple zero-proof features since 2023. The online media landscape has been even more active, with blogs and food/drink digital publications running monthly NA discovery content. Tournée Minérale's media partnerships with major Belgian broadcasters (RTBF, VRT) have given zero-proof mainstream broadcast visibility that no other European country except the UK has matched.
The Belgian media's engagement with zero-proof drinks reflects a broader cultural shift in how health, lifestyle, and pleasure are being redefined for a post-COVID generation. The framing has evolved significantly: early coverage (2020–2022) often positioned NA drinks through a health or sobriety lens; current coverage (2024–2026) is much more likely to discuss NA drinks through the lens of gastronomy, flavour discovery, and lifestyle sophistication — a shift that mirrors the evolution from Dry January framing to sober-curious movement framing in the UK.
Le Vif/L'Express Weekend has been the most influential French-language promoter of the Belgian zero-proof scene, publishing multi-page features on Gimber's international expansion, the rise of Belgian craft NA beer, and the Tournée Minérale cultural phenomenon. Knack Weekend has been equally impactful in the Dutch-language community, running a notable 2024 cover story on the sober-curious generation that featured Belgian NA brands and was widely shared. Trends-Tendances has covered the business dimension — the investment opportunities in Belgian NA startups and the market growth projections — introducing zero-proof to the business press for the first time.
Digital and social media have amplified the professional press: Belgian food influencers on Instagram and TikTok have been particularly active in NA content, with several having pivoted entirely to zero-proof lifestyle content after building audiences on conventional food and drink topics. This influencer dimension has been crucial for reaching the under-35 demographic that drives the sober-curious movement's growth.
Surprising fact: RTBF (Belgian public French-language broadcaster) dedicated an entire episode of its flagship food programme Bientôt à table to zero-proof drinks in 2025 — the first time a mainstream Belgian primetime food programme featured an NA drinks special. The episode attracted 340,000 viewers, more than double the programme's average audience, suggesting that mainstream Belgian audiences are genuinely curious about the category rather than merely tolerant of it.
| Publication | Language | Zero-Proof Coverage Level | Key Framing |
|---|---|---|---|
| Le Vif/L'Express Weekend | French | High, regular features | Lifestyle, gastronomy |
| Knack Weekend | Dutch | High, cover stories | Culture, sober-curious generation |
| Trends-Tendances | French | Medium, business angle | Startup investment, market growth |
| RTBF (broadcast) | French | Growing, primetime | Public health, discovery, gastronomy |
| VRT (broadcast) | Dutch | Growing, via Tournée Minérale | Campaign, lifestyle |
zeroproof.one tracks Belgian and European media coverage of the zero-proof movement — providing context and analysis for consumers, brands, and investors navigating the category.