Raise a glass to strong growth in spirits

Alcobrands is driven by independence and ownership. For Board Member Francis Debeuckelaere, who spent almost 30 years with Bacardi-Martini, the shift from a multinational to an entrepreneurial  environment was decisive. “In a multinational you operate within a structure, but here you become a true entrepreneur,” he says. “You take full responsibility for the business, and that defines the way you think 
and act.”

Built for brands to grow
Since its founding in 2008, Alcobrands has positioned itself as a partner for brands seeking traction. “There were many strong brands looking for a distributor, and that is how the company was built,” explains Francis Debeuckelaere. Over time, Alcobrands has expanded across Belgium, the Netherlands and 
Luxembourg, creating a platform that combines reach with precise execution. “We represent multiple 
brand owners across the Benelux, and it has been a story of continuous growth,” he adds.

Focus and discipline
Growth is underpinned by strict portfolio discipline. “We are a distributor, not a wholesaler,” says Francis Debeuckelaere. “We deliberately limit the number of brands so that we can execute properly.” In a crowded market, this selectivity is critical. “For every brand we take on, there are many that we turn down,” he notes, highlighting a strategy built on focus rather than volume. To succeed, Alcobrands plays a dual role. “You need a complete portfolio,” says Francis Debeuckelaere, pointing to the demands of large retail chains and hospitality partners. Retail delivers volume, while the on-trade creates visibility and brand affinity. “The on-trade is the window of our brands, even if it currently faces challenges,” he explains.

Reading the trend
One of the biggest challenges is responding to shifting consumer preferences. “Gin experienced a huge boom, but that has since normalized,” says Francis Debeuckelaere. “Today, tequila is the on-trend tipple with sustained strong growth.” At the same time, convenience is shaping demand. “Ready-to-drink cocktails are expanding quickly, and the quality has improved significantly,” he adds, identifying one of the most important growth segments.

A tougher environment
The broader market remains under pressure. “The spirits market in the Benelux is down by about 3%,” says Francis Debeuckelaere. Economic uncertainty and reduced purchasing power are influencing behaviour. 
“Consumption has become more conscious,” he notes, adding that premiumization has slowed as  consumers adjust their spending priorities.

Investing for impact
In response, Alcobrands is leaning into growth. “If you do not invest in difficult times, you simply go backwards,” says Francis Debeuckelaere. The company has expanded its team, strengthened its commercial capabilities and invested in better systems and support for brand partners. “We now have more than 35 drinks experts for both on-trade and offtrade sales and continued to build the business,” he explains.

Partnership in action
Close collaboration with brand owners is central. “We combine global strategy with local expertise,” says Francis Debeuckelaere. Increasingly, partners rely on Alcobrands to translate positioning into local success. “They ask us how to bring their brands to life in Belgium or the Netherlands, and we deliver that local execution,” he adds.

Driving forward
Alcobrands continues to outperform by staying focused, adaptable and close to the market. “In the end, the consumer decides,” says Francis Debeuckelaere. “Our role is to understand that and adapt quickly.” In a shifting industry, that combination of discipline and agility remains its strongest advantage.