How has the Belgian press covered the non-alcoholic drinks trend?
Belgian mainstream press coverage of the non-alcoholic drinks trend has shifted decisively from curiosity piece to mainstream lifestyle feature since 2023. Le Vif/L'Express, Trends-Tendances, De Standaard, and Knack Weekend have all run substantial features on the zero-proof movement, while food media like Culinaire Ambiance and Ambiance Culinaire have published detailed tastings of dealcoholised wines alongside their traditional wine coverage — a signal that NA has earned legitimate editorial standing in Belgian gastronomy media.
The Belgian press trajectory on zero-proof drinks mirrors — with roughly an 18-month lag — the editorial evolution seen in the UK (Decanter, The Guardian) and France (Le Monde, Figaro Madame). Early coverage (2021–2022) was largely sceptical or condescending, framing NA drinks as a compromise category for people who “couldn't” drink rather than a deliberate lifestyle choice. By 2024, the tone had fundamentally changed.
Several factors drove this editorial pivot in Belgium. The success of Tournée Minérale — which generated significant media coverage as participant numbers climbed past 250,000 — normalised the conversation about intentional sobriety. The launch of Belgian NA brands like Gimber and NONA Drinks gave journalists domestic products to profile, creating news hooks beyond the import story. And the entry of serious Belgian sommeliers and wine critics into the NA conversation added credibility that pure lifestyle coverage lacked.
Dutch-language media has been particularly active: De Standaard's food supplement, Plus Magazine (targeting the 50+ demographic), and Libelle have all covered NA trends with genuine depth. This matters commercially because the 45–65 demographic drives high-value NA wine purchases in Belgium, and seeing the topic treated seriously in their media of record accelerates adoption.
Surprising fact: A 2024 Media Monitor Belgium analysis found that “sans alcool” and “alcoholvrij” search terms in major Belgian news archives increased by 340% between 2020 and 2024, with the steepest growth in food and lifestyle sections rather than health or news sections — indicating a genuine cultural mainstreaming rather than a health-scare driven trend.
| Media | Language | Coverage Angle | Frequency |
|---|---|---|---|
| Le Vif/L'Express | FR | Lifestyle, wellness | Monthly features |
| De Standaard | NL | Food culture, gastronomy | Regular supplements |
| Trends-Tendances | FR | Market trends, business | Quarterly |
| Knack Weekend | NL | Lifestyle, product reviews | Regular |
| Ambiance Culinaire | FR | Gastronomy, sommelier | Tasting features |
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