Colruyt Group launches BOIR: new webshop for refined drinks

Colruyt Group introduces BOIR, a new webshop with a varied and unique range of drinks. From refined wines, unique beers, aperitifs and digestives to original non-alcoholic alternatives. BOIR offers a suitable choice for every table moment. The website focuses on experience and guidance, with intuitive search options and personal advice to help customers find the perfect drink(s) for each moment. With BOIR, Colruyt Group takes the next step in its e-commerce offering and aims to make the refined drinks market more accessible to a wide audience.

Unique offer and ease of use

A lot of hard work went into a brand new, user-friendly webshop with quick access to clear product information, transparent prices and attractive promotions. Ordering is easy, you pay online and you choose whether your parcel is delivered to a Collect&Go collection point or to your front door. BOIR has a unique range, which is not available in the other Colruyt Group retail formulas. Although in time, it sees synergies possible with other brands and participations of the group, such as Cru and Foodbag.

By focusing on e-commerce, Colruyt Group wants to make a wide range of refined drinks more accessible and appeal to a broader target audience. "Today, there are already a lot of high-quality drinks on the market, but not everyone easily finds their way to them. Besides, the wine world is still a very complex world for a consumer," said Tom De Prater, responsible for e-commerce at Colruyt Group. "That's where we want to make a difference with BOIR: really help our customers find the right drink. Whether it's for a specific occasion, or to give as a gift. Whether they are looking for something exclusive or are more interested in a more accessible alternative. BOIR helps them on their way"

From Ricky Gervais to grape must-based beer

Customers looking for exclusive products are also definitely at the right (online) address at BOIR. "The range includes established names on the one hand, wines that are sure to ring bells with connoisseurs," says Jeroen Van Belleghem, responsible at BOIR. "Beer lovers are also sure to get their money's worth. In December, we will be offering eight artisanal and limited edition beers, all with a great story and some even with a surprising link to wine. Together with our partner Lambiek Fabriek from Sint-Pieters-Leeuw, we will offer a lambic made from grape must. In the non-alcoholic drinks category, Amaro, a fresh non-alcoholic aperitif, from Opius is currently my favourite." And if it has to be alcoholic, BOIR tips Ricky Gervais' vodka, available in Belgium exclusively at BOIR from the end of December.

0% alcohol, 100% growth market

BOIR is responding to the rising demand for non-alcoholic drinks, a market segment that is growing strongly. Our own research shows that Belgians are becoming more conscious of their drink consumption and are increasingly opting for non-alcoholic drinks, whether for health reasons or not. Today, 1 in 3 customers sometimes buys a non-alcoholic alternative. Tom De Prater confirms that there is still a lot of growth in this market: "Customers are really looking for drinks they can put on the table without hesitation, which can take a full place alongside wine or beer, or even replace them altogether. Not only the non-alcoholic segment is a growth market, online sales of refined drinks are also on the rise. With BOIR, we combine both."

More than 80 years of craftsmanship

Wine is most strongly represented in BOIR's offering. Colruyt Group builds on more than 80 years of experience, thanks to its own wine bottling and an experienced team of wine buyers. Colruyt Group bottled its first bottle of wine back in 1937. Now it bottles some 28 million litres of wine a year. In 1982 the first wine buyer started at Colruyt. And 1988 saw the publication of the first catalogue of Klassewijnen, which evolved into an online webshop ten years later. Today, successor BOIR sees the light of day and will continue to build on these years of craftsmanship. A selection of the former Klassewijnen range will therefore be found at BOIR.

New website will be launched friday 6 december: https://boir.be/