Chouffe, the Belgian beer known for its cheeky gnome mascot and brewing heritage, is accelerating its UK retail expansion with the nationwide launch of Chouffe Cherry in Co-op stores.
The latest listing marks another milestone in the brand’s impressive growth strategy, extending the reach of one of its most popular beers through Co-op’s extensive neighbourhood network. With Chouffe Cherry delivering more than 50% year-to-date volume growth compared with the same period in 2025, the launch strengthens Chouffe’s presence within convenience and brings premium Belgian beer closer to everyday shopping occasions across the UK.
Brewed in the Belgian Ardennes, Chouffe Cherry (8% ABV) combines the iconic character of La Chouffe with the vibrant flavour of cherries, creating a refreshing fruit beer. Balancing sweet notes with subtle spice and a smooth finish, the beer delivers a premium drinking experience that appeals to both world beer enthusiasts and shoppers looking to explore more adventurous flavours.
The launch comes as fruit beers continue to gain momentum across the UK market, driven by growing consumer demand for flavour-led drinks that offer something different from traditional beer styles. As shoppers increasingly seek out approachable, yet experimental beverage options, fruit beers are attracting new drinkers to the category while encouraging existing beer lovers to broaden their repertoire.
The convenience channel is increasingly becoming a destination for product discovery, giving shoppers access to authentic Belgian speciality beer while enabling retailers to capitalise on the rising popularity of fruit-forward styles like cherry.
The nationwide rollout is supported by Chouffe Cherry’s inclusion in Co-op’s current in-store promotion, helping to drive visibility, encourage trial and introduce more shoppers to the brand.
Martin Lockley, National Account Controller at Duvel Moortgat UK, says: “Chouffe Cherry has become one of the standout beers within our portfolio, attracting shoppers who are looking for something genuinely different without compromising on quality or authenticity.
“We’re seeing increasing interest in fruit beers as consumers seek out more flavour-led drinking experiences, and Chouffe Cherry perfectly combines that trend with the craftsmanship and heritage that Belgian beer is renowned for.
“As convenience retailers continue to play a growing role in premium beer discovery, Co-op is the ideal partner to help us reach more consumers. Whether they are picking up drinks for a social occasion, treating themselves at the weekend or simply looking to discover something new during their regular shop.”
Andrew Birdsey, Senior Buying Manager of Beer and Cider at Co-op, adds: “We’re always looking to bring exciting, trend-led products to our customers, and Chouffe Cherry is a fantastic addition to our beer range.
“We know our shoppers are increasingly looking for premium options that elevate their day-to-day. Combine that with the growing interest in flavour-led beer styles – Chouffe Cherry has come at the perfect time. A beer that brings both quality and excitement to the fixture.
“By including Chouffe Cherry in our current promotion, we’re giving shoppers an easy opportunity to discover and enjoy such a special beer.”
Chouffe Cherry 330ml is now rolling out in Co-op stores nationwide.
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