{"id":18085,"date":"2026-07-06T09:30:56","date_gmt":"2026-07-06T07:30:56","guid":{"rendered":"https:\/\/www.forbes.be\/fr\/?p=18085"},"modified":"2026-07-06T10:23:49","modified_gmt":"2026-07-06T08:23:49","slug":"cinoco-335-ans-de-resilience-lart-de-transmettre-pour-mieux-grandir","status":"publish","type":"post","link":"https:\/\/www.forbes.be\/fr\/cinoco-335-ans-de-resilience-lart-de-transmettre-pour-mieux-grandir\/","title":{"rendered":"Cinoco, 335 ans de r\u00e9silience : l\u2019art de transmettre pour mieux grandir"},"content":{"rendered":"

\u00c0 l\u2019heure o\u00f9 les entreprises familiales<\/strong> peinent souvent \u00e0 franchir le cap de la troisi\u00e8me g\u00e9n\u00e9ration, Cinoco<\/a> fait figure d\u2019exception. Fond\u00e9 il y a plus de 335 ans, le sp\u00e9cialiste belge des vins et spiritueux<\/strong> poursuit son d\u00e9veloppement sous l\u2019impulsion de l\u2019onzi\u00e8me g\u00e9n\u00e9ration familiale. Aux c\u00f4t\u00e9s des futurs repreneurs, Gilles Nolet de Brauwere<\/strong> d\u00e9fend une vision \u00e0 contre-courant : privil\u00e9gier le long terme, placer l\u2019humain au centre des d\u00e9cisions et consid\u00e9rer l\u2019entreprise comme un h\u00e9ritage \u00e0 faire fructifier.<\/strong><\/p>\n

Dans le paysage \u00e9conomique belge, rares sont les soci\u00e9t\u00e9s capables de revendiquer plus de trois si\u00e8cles d\u2019existence. Plus rares encore sont celles qui demeurent entre les mains de la m\u00eame famille. Cinoco<\/strong> appartient \u00e0 ce cercle tr\u00e8s ferm\u00e9. Aujourd\u2019hui, l\u2019entreprise rassemble pr\u00e8s d\u2019une vingtaine de maisons int\u00e9gr\u00e9es au fil du temps et affiche un chiffre d\u2019affaires d\u2019environ 25 millions d\u2019euros.<\/p>\n

Pour Gilles Nolet de Brauwere<\/strong>, le secret de cette long\u00e9vit\u00e9 repose sur quelques principes essentiels : \u00ab Chaque g\u00e9n\u00e9ration ne doit pas se consid\u00e9rer comme propri\u00e9taire, mais comme g\u00e9rante de ce qui lui a \u00e9t\u00e9 confi\u00e9 et qu\u2019elle transmettra \u00e0 la suivante. \u00bb<\/em><\/p>\n

\"\"
\u00a9 Alice Bown Agency<\/figcaption><\/figure>\n

Cette vision guide l\u2019ensemble de la strat\u00e9gie de l\u2019entreprise. Au fil des d\u00e9cennies, celle-ci a travers\u00e9 les crises \u00e9conomiques, les deux guerres mondiales et les mutations du march\u00e9 des boissons. \u00ab La capacit\u00e9 de r\u00e9silience et la vision \u00e0 long terme ont toujours prim\u00e9 sur la recherche du rendement imm\u00e9diat \u00bb<\/em>, souligne le dirigeant.<\/p>\n

L\u2019\u00e9volution de la grande distribution illustre parfaitement ces bouleversements. Bien qu\u2019elle ne repr\u00e9sente qu\u2019environ 15 % de l\u2019activit\u00e9 tous canaux confondus, elle demeure strat\u00e9gique pour certaines marques internationales. Mais les \u00e9quilibres ont chang\u00e9. \u00ab Les exigences sont devenues ph\u00e9nom\u00e9nales \u00bb<\/em>, r\u00e9sume Gilles Nolet de Brauwere<\/strong>. Derri\u00e8re cette formule se cache une pression croissante sur les marges et les services attendus des clients. Une r\u00e9alit\u00e9 qui conforte sa conviction : l\u2019avenir ne se jouera plus uniquement sur les volumes, mais sur la qualit\u00e9 du portefeuille, l\u2019expertise commerciale et la proximit\u00e9 avec les clients.<\/p>\n

\"\"
\u00a9 Alice Bown Agency<\/figcaption><\/figure>\n

Aujourd\u2019hui, Cinoco Group<\/strong> (Cinoco<\/strong>, FX de Beukelaer<\/strong>, Magnus<\/strong> et Vino Szelect<\/strong> au Luxembourg) s\u2019appuie sur des bases solides : une septantaine de collaborateurs, 6.000 m\u00b2 d\u2019entrep\u00f4ts \u00e0 Nivelles et un catalogue de plus de 5.000 r\u00e9f\u00e9rences couvrant vins, spiritueux et alternatives sans alcool. Un positionnement qui lui permet d\u2019adresser l\u2019ensemble du march\u00e9 tout en pr\u00e9servant son ind\u00e9pendance.<\/p>\n

Alors que les habitudes de consommation \u00e9voluent rapidement, l\u2019entreprise poursuit ses ambitions. Nouveau si\u00e8ge \u00e9coresponsable, modernisation des outils de gestion, refonte des plateformes e-commerce<\/em>, int\u00e9gration de nouvelles activit\u00e9s : loin de se replier, elle pr\u00e9pare d\u00e9j\u00e0 les prochaines d\u00e9cennies.<\/p>\n

\u00ab Si je devais retenir un seul chiffre, ce seraient nos investissements \u00bb<\/em>, confie Gilles Nolet de Brauwere<\/strong>. \u00ab Investir dans les b\u00e2timents, dans les outils, mais surtout dans les personnes. C\u2019est cela qui permet de construire l\u2019avenir. \u00bb<\/em><\/p>\n

\"\"
\u00a9 Alice Bown Agency<\/figcaption><\/figure>\n

L\u2019humain demeure d\u2019ailleurs au c\u0153ur du projet. Plus de la moiti\u00e9 des collaborateurs actuels ont rejoint l\u2019entreprise au cours des cinq derni\u00e8res ann\u00e9es, apportant un regard neuf tout en s\u2019inscrivant dans un ADN profond\u00e9ment familial. Cet \u00e9tat d\u2019esprit se refl\u00e8te jusque dans le management<\/em> quotidien. L\u2019une des anecdotes pr\u00e9f\u00e9r\u00e9es du dirigeant remonte \u00e0 son arriv\u00e9e dans l\u2019entreprise. Lors d\u2019un d\u00e9jeuner, il invite son p\u00e8re, alors pr\u00e9sident, \u00e0 d\u00e9barrasser lui-m\u00eame son assiette. \u00ab Il m\u2019a regard\u00e9, il a souri et il l\u2019a fait. Les autres dirigeants ont suivi. On ne peut demander aux autres que ce que l\u2019on est pr\u00eat \u00e0 faire soi-m\u00eame. \u00bb<\/em><\/p>\n

Alors que la rel\u00e8ve pr\u00e9pare progressivement sa prise de responsabilit\u00e9s, Cinoco<\/strong> poursuit sa route avec la m\u00eame conviction qu\u2019\u00e0 ses d\u00e9buts : conjuguer h\u00e9ritage et innovation. Une \u00e9quation qui, depuis onze g\u00e9n\u00e9rations, semble lui r\u00e9ussir remarquablement bien.<\/p>\n","protected":false},"excerpt":{"rendered":"

\u00c0 l\u2019heure o\u00f9 les entreprises familiales peinent souvent \u00e0 franchir le cap de la troisi\u00e8me g\u00e9n\u00e9ration, Cinoco fait figure d\u2019exception. Fond\u00e9 il y a plus de 335 ans, le sp\u00e9cialiste belge des vins et spiritueux poursuit son d\u00e9veloppement sous l\u2019impulsion de l\u2019onzi\u00e8me g\u00e9n\u00e9ration familiale. Aux c\u00f4t\u00e9s des futurs repreneurs, Gilles Nolet de Brauwere d\u00e9fend une […]<\/p>\n","protected":false},"author":50,"featured_media":18089,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[30,19,75],"tags":[],"class_list":["post-18085","post","type-post","status-publish","format-standard","has-post-thumbnail","category-commerce","category-entrepreneurs","category-entreprise"],"acf":[],"_yoast_wpseo_title":null,"_yoast_wpseo_metadesc":"Fond\u00e9 il y a plus de 335 ans, Cinoco poursuit son d\u00e9veloppement familial dans les vins et spiritueux, entre transmission, investissements et vision de long terme.","auteur_traducteur":"","yoast_head":"\nCinoco, 335 ans de r\u00e9silience : l\u2019art de transmettre pour mieux grandir | Forbes Belgique<\/title>\n<meta name=\"description\" content=\"Fond\u00e9 il y a plus de 335 ans, Cinoco poursuit 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