Colruyt Group is launching its first homemade wine: Pas de Soucis. This fresh white wine is a Belgian product through and through, coming from Colruyt Group's vineyard: Domaine Lez-Envies in Frasnes-lez-Anvaing (Pays des Collines). With this new chapter, the retailer emphasises its ambition to further develop local craftsmanship and offer Belgian products with character. As from April 2026, the still white wine is available at Cru, Boir and Foodbag, Colruyt Professionals and in restaurants that collaborate with Solucious.
Investing in Belgian craftsmanship
As the only Belgian retailer, Colruyt Group always focuses on Belgian products in the shelves of the xxx stores of the group, and collaborates for this with more than 6,000 farmers, 600 partners of which are intensive collaborations.
Stefan Goethaert, CEO of Colruyt Group: "I am proud to say that we are an important partner for Belgian producers and farmers. We strongly believe in the local chain and therefore always give priority to local partners. On the one hand to be able to offer our customers the best products, and on the other hand because we believe in Belgian craftsmanship."
Colruyt Group focuses on chains that are Belgian from A to Z. Stefan Goethaert: "By investing, producing and processing locally into a final product, knowledge, employment and the added value remain locally anchored in Belgium. That's why we are taking this a step further today by launching our own wine: Pas de Soucis. From vineyard to bottle we are thus developing craftsmanship, through trial and error, and obtain a Belgian product we are proud of."
Belgian wine: a growing market
It's no secret that alcoholic beverages have been under pressure in recent years. Consumers are becoming more aware of alcohol, and market trends show that non-alcoholic alternatives are gaining ground.
This is offset by the trend of 'less but better'. When customers choose an alcoholic beverage, they consciously choose quality. Jean Christophe Verschelde, wine consultant at Colruyt Group: "And Belgian wine, that's quality. When we look at the entire wine market, we can see that it is indeed dropping. But when we zoom in on the segment of Belgian wines, we can see that this wine market has increased by no less than 16% in the past two years. Consumers are therefore consciously choosing tasty, high-quality, and home-grown wine."
With its own wine, Colruyt Group is resolutely committed to this quality. Jean Christophe Verschelde: "The manual harvest, careful vinification and continuous attention to quality ensure that this wine has the character of its terroir: fresh, pure and distinctive."
Domaine Lez-Envies: 10 hectares for 45,000 vines
Pas de Soucis comes from Colruyt Group's vineyard, Domaine Lez-Envies, that is 10 hectares in size and located in the rolling countryside of the Pays des Collines. The unique combination of hills, wind and soil forms the ideal breeding ground for viticulture that is adapted to our more humid climate. The vineyards were specifically planted with grape varieties that thrive here optimally. Moreover, Domaine Lez-Envies is on its way to organic certification.
Today, the domain has over 45,000 vines, spread across the La Croisette and Les Monts & Triangle sites. Jean Christophe Verschelde: "The first 10 hectares were purchased in the summer of 2022. In the autumn of 2023, we planted the first vines at La Croisette. One year later, 6 more hectares were planted."
8,500 bottles, Pas de Soucis
In the still white wine Pas de Soucis, four surprising grape varieties play the leading role: Johanniter, Souvignier Gris, Muscaris and Solaris. Johanniter and Souvignier Gris bring structure and freshness. Muscaris and Solaris give the wine its seductive, floral and exotic nose.
Jean Christophe Verschelde: "The result is a balanced, fresh white wine with aromas of white flowers and fresh fruit. Pas de Soucis excels as an aperitif and combines perfectly with Belgian classics such as mussels with chips or asparagus à la flamande."
Pas de Soucis will be available at Cru, Boir, Foodbag and Colruyt Professionals as from 23 April and will cost € 17.95. In addition, the wine will also be available at restaurants that collaborate with Solucious.
