RetailDetail EU
Europe - EN
  • België - NL
  • Belgique - FR
  • Nederland - NL
  • Europe - EN
  • Newsletter
  • Contact & Route
Members' area
  • Log in
  • Become a member
  • News
    • Food
    • Fashion
    • Home
    • Electronics
    • Beauty/Care
    • DIY/Garden
    • Leisure
    • General
  • Events
    • OVERVIEW EVENTS
    • EVENT PARTNERSHIPS
  • Advertising
    • PRINT ADVERTISING
    • ONLINE ADVERTISING
  • Members’ area
RetailDetail EU
Europe - EN
  • België - NL
  • Belgique - FR
  • Nederland - NL
  • Europe - EN
  • Newsletter
  • Contact & Route
  • News
    • Food
    • Fashion
    • Home
    • Electronics
    • Beauty/Care
    • DIY/Garden
    • Leisure
    • General
  • Events
    • OVERVIEW EVENTS
    • EVENT PARTNERSHIPS
  • Advertising
    • PRINT ADVERTISING
    • ONLINE ADVERTISING
  • Members’ area
Members' area
  • Log in
  • Become a member
thumb
Written by Maarten Reul
In this article
  • Companies Colruyt Group
  • Topics E-commerce
  • Geography Belgium
Share article
  • facebook
  • instagram
  • twitter
  • linkedin
  • email

Colruyt seeks expansion through drinks webshop Boir

icon
Food5 December, 2024
Boir.be

Tomorrow, Belgian retailer Colruyt Group opens a new webshop for drinks called Boir, aimed at an audience that drinks “less, but better” and looks for exclusive alternatives with or without alcohol.

“Less, but better”

With this new brand, the retailer wants to respond to the expectations of a younger target group that drinks less but better. The target audience is looking for surprising food pairings with or without alcohol and likes to be seduced by fashionable labels, exclusive drinks or and natural wines. Another reasonably exclusive product on offer is Ricky Gervais vodka.

“Customers are looking for drinks that they can place on the table without being ashamed, as a good alternative to wine or beer. With Boir, we are combining the demand for refined non-alcoholic drinks with the convenience of online shopping”, e-commerce manager Tom De Prater says. For example, Boir will launch eight limited-edition craft beers in December, including a grape must-based lambic. The non-alcoholic drinks category is growing fast, with premium non-alcoholic options such as Amaro from Opius.

Experience and guidance

Boir wants to tell the stories behind those products with an emphasis on experience and guidance, and helps customers find the perfect drink with intuitive search options and personalised advice. The next steps should be an AI chatbot and a link to the Xtra programme, which is a combined loyalty scheme for all Colruyt Group chains. For the Belgian retailer, the platform is the next step in e-commerce and makes the refined drinks market more accessible to a wide audience. Customers can choose home delivery or in-store collection via the Collect&Go network.

“We are creating new experience brands alongside our big brands”, says De Prater. Boir is the trendier sequel to Klassewijnen/Grands Vins, the platform on which Colruyt Group has been offering a range of better (mainly French) wines to complement the assortment in its physical shops. This should also create opportunities for synergy with other ‘experience brands’ within the group, such as Cru and Foodbag, strengthening the potential for future growth. “Within Colruyt Group, this remains a small activity, but within the beverage world, this will become an established business.”

More on Food
See more
  • icon
    Food3 June, 2025
    Bel gives up plant-based cheese brand Nurishh

    French dairy group Bel appears to be taking a strategic turn regarding its plant-based ambitions. The group is unexpectedly withdrawing its plant-based cheese alternative Nurishh from the market.

  • icon
    Food3 June, 2025
    EC imposes huge fine on Delivery Hero

    The European Commission has imposed a fine of 329 million euros on Delivery Hero and Glovo, for making commercial agreements while they were still competitors. Nowadays, the German delivery service owns its Spanish counterpart.

  • icon
    Food2 June, 2025
    Alexandre Bompard: “Takeover rumours point to attractiveness of Carrefour”

    Carrefour CEO Alexandre Bompard did not comment on the recent rumours of merger talks with Ahold Delhaize, but sees the interest as a positive sign: “It shows how attractive our company is to a large number of players.”

Events
  • 19
    Jun
    CATEGORY MANAGEMENT CONGRESS 2025
  • 17
    Sep
    CAPTAINS OF RETAIL 2025 – EDITION II
  • 25
    Sep
    RETAIL MARKETING DAY 2025
Most read
  • icon
    Fashion30 May, 2025
    Why Belgian Nike employees fear redundancies
  • icon
    Home2 June, 2025
    83 % of Belgian furniture retailers found wanting in Federal inspection
  • icon
    Food28 May, 2025
    Aldi and Lidl fight price war in Germany
  • icon
    Fashion3 June, 2025
    Zara launches own travel guide: the ultimate content marketing?
Follow RetailDetail
  • socialFacebook
  • socialTwitter
  • socialInstagram
  • sociallinkedIn
footer-logo
RetailDetail, the leading b2b-retailcommunity in the Benelux, keeps retail professionals up-to-date by means of online & offline publications, retail events, inspiring retail hunts and the unique co-creation platform The Loop, where retailers and their suppliers can experience the future of shopping.
Mailing Address
Kolveniersstraat 7, bus 26 2000 Antwerp
Visiting address
Stadsfeestzaal – Meir 78 2000 Antwerp
How to reach us:
Directions
© 2025 RetailDetail
general conditions | privacy policy
Contact us About us info@retaildetail.be
We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept All”, you consent to the use of ALL the cookies.
Accept All
Manage consent

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the ...
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT