Delhaize confirms its momentum at the wine fairs
September means wine fairs (or festivals, depending on the retailer). At Delhaize too, the season is in full swing. And despite a global decline in wine consumption, the retailer has been gaining market share since 2024. In 2025, the trend continues with an additional +0.7% growth in market share, while the overall market remains stable.
Promotional mechanics
The DNA of the operation remains unchanged:
- the classic 2+1 pick & mix,
- two references in 1+1 each week,
- and a supporting folder, designed to inspire rather than look like a catalog. As Alain Pardoms Category Buyer puts it: “Our job is to be a retailer and to offer excellent products to our customers.” Each wine in the folder comes with a photo, its price, but also a short explanation and sometimes even a food-pairing suggestion.
Assortment and trends
Delhaize enriches its range with new appellations, new suppliers, and some innovations (including canned wines). The figures reflect evolving consumption habits:
- Average price per bottle: €5.38 in Brussels, €4.80 in Flanders, €4.90 in Wallonia.
- Red wine is losing ground, while white and rosé are gaining. Delhaize performs particularly well on whites from Chile, Italy, and the Loire.
- In red, growth focuses on Italy, the Loire, and Bordeaux; in rosé, Italy, Provence, and the Loire stand out.
- Alcohol-free wines are booming (+18%), though they only account for 1.5% of total volume. Small formats are also trending (+9%), boosted by new consumption occasions (solo drinkers, seniors, festivals).
Key innovations to note
From the innovations and the offer of this september, allow me to point out the three that pop out in my opinion :
- Riviera by Château La Gordonne: a Delhaize exclusive developed with Vranken. A white and a rosé from Provence, adding balance to a category where Provence whites were under-represented.
- Targeting younger audiences: canned wines like 19 Crimes or Snoop Dogg’s wine. Accessible offers, but perhaps not entirely convincing for true wine lovers.
- Personal favorite: Altitude by Duorum, a Douro (Portugal) range with a style balanced between tradition and modernity. The wine itself is also very well balanced, with body and freshness.
In short, with this year’s edition, Delhaize confirms its role as a market leader by mixing its classics with targeted innovations, while building on a positive momentum that shows no signs of slowing down.
VinDelhaizeWineWijn