Oscar van der Rest, cofondateur de la jeune marque de boissons énergisantes naturelles Buddy, a misé sur l'audace pour présenter son produit aux décideurs de l'emblématique enseigne française Monoprix.

Notably teaming up with Cinoco to launch in the Belgian market, the French brand known for its traditionally crafted, alcohol-free distilled drinks, shows a clear strategy: to ride the European “No-Low” wave and play a central role in shaping a new generation of “healthier” cocktails.

Next year, travelers are expected to favor more intentional stays, guided by the “why” rather than the “more.” A new global survey by hotel giant Hilton, which polled 20,000 people, highlights the rise of the “whycation”: a purpose-driven approach to travel, driven by a growing desire for comfort, trust, and familiarity.

A fixture both at home and in public spaces, coffee remains deeply embedded in Belgian consumption habits. And this ritual is now increasingly associated with a demand for higher-quality products, according to Nespresso.