Anne Stassen

Anne Stassen grew up immersed in a century-old expertise in beverages — fermentation, balance and a commitment to taste. After studying marketing and management, including an Erasmus programme in the Newcastle region, she completed an internship at Magners Ciders in London. This dual exposure — family heritage and the international beverage industry — shaped her understanding of markets and distribution dynamics.

In 2014, she co-founded Neobulles with her father, Philippe Stassen, driven by the belief that alcohol-free wine could become a category in its own right. She took charge of marketing for Vintense, then expanding rapidly across Europe, and supported the company’s growth from 6 to more than 20 employees. She also led the development of new brands, including Bière des Amis, launched in 2019.

Today, as COO of Maison 1895, she oversees the company’s strategy and operations. She also acts as a spokesperson with the media, partners and stakeholders in the no/low alcohol market, both in Belgium and internationally.

• Brand development & marketing Development, positioning and go-to-market strategy for beverage brands, including Vintense, Bière des Amis and Héritage 1895.
• No/low alcohol markets Evolving consumption habits, drinking occasions, consumer expectations and the development of alcohol-free offerings.
• Distribution & international development Retail, Horeca and international development across more than 50 countries.
• Family business & entrepreneurship Fifth generation of the Stassen family and development of a Belgian family-owned company active in the beverage industry.

When Vintense was launched in 2011, alcohol-free wine was still a niche, associated with a few specific consumer profiles — pregnancy, religion or health. It was a discreet market, often surrounded by stigma. Today, that logic has been reversed.

What has changed is not the consumer, but the occasion. There is no longer a typical profile: the same person adapts their choice depending on the moment — aperitif, dinner or the day after. Alcohol-free options have naturally become part of the landscape, as one choice among others.

What this reveals goes beyond the category itself. Consumers no longer define themselves by what they drink. They make choices based on context, desire and occasion.

For a company that creates beverages, this changes everything: thinking in terms of occasions rather than categories, and moments rather than consumer profiles.

This perspective guides Maison 1895’s decisions — from the brands it develops and the markets it enters to the partners it chooses.

Anne Stassen regularly contributes to business and trade media, appears on television and speaks at professional conferences on topics related to beverage markets, brand development and no/low alcohol.