Chouffe, the Belgian beer with the mischievous gnome mascot, is introducing its legendary Chouffe IPA to UK shelves this autumn, offering shoppers a bold new taste adventure and a distinctly Belgian twist on the world’s favourite craft beer style.
Brewed in the lush green Ardennes, Chouffe IPA (9% ABV) bursts with vibrant hoppy character while retaining Chouffe’s signature fruity and spicy notes. First brewed back in 2006 – and celebrated as Belgium’s very first IPA – the much-loved brew now joins the UK retail range for the first time.
With world beers now making up a third of the UK market and IPA styles fuelling the craft boom[1], Chouffe IPA presents retailers with a timely way to unite these two growing trends. Its distinctive flavour, premium positioning and unmistakably playful personality provide a clear point of difference on shelf – helping stores capture curious shoppers and drive higher-value sales.
“Today’s drinkers expect more from their beer, they’re chasing flavour, variety and experiences worth sharing,” explains Steve Behan, General Manager at Duvel Moortgat UK.
“Chouffe IPA delivers on all those desires. It fuses Belgium’s centuries-old brewing heritage with the bold, citrus-forward flavours that today’s drinkers increasingly seek, helping our customers drive real value in the expanding world beer category.”
Chouffe’s arrival in the IPA space adds fresh excitement to a line-up already winning fans across the UK. La Chouffe, the brand’s original 8% Belgian blonde ale, has experienced an impressive +422% growth in UK retail since 2019[2] thanks to its distinctive flavour and signature smoothness. Meanwhile, Chouffe Cherry (8% ABV) has become a favourite for shoppers seeking a fruit-forward option, while La Chouffe 0.4% offers a great-tasting alternative for mindful drinkers.
The launch coincides with a major global rebrand of Chouffe which sees its iconic gnome, Marcel, reimagined across bold new packaging. Designed to stand out in-store, the updated look underscores the Chouffe’ playful Belgian spirit while making it easier for customers to navigate the full range.
Waitrose will be the first UK supermarket to launch Chouffe IPA, bringing another exciting international flavour to its customers.
Jourdan Gabbini, Beer & Cider Buyer at Waitrose, says: “We’re delighted to be the launch partner for Chouffe IPA, extending an already fantastic line-up of Chouffe beers within our stores.
“Belgian beers, and the Chouffe brand in particular, have become incredibly popular with our shoppers in recent years, so I’m excited to see their response to the IPA. It’s a great addition that strengthens the range and with the recent rebrand the bottles look amazing on shelf.”
Chouffe IPA is now available in Waitrose stores nationwide at an RRP of £3.25 with wider retail distribution planned for the coming months.
[1] The SIBA Independent Beer Report 2024
[2] Duvel Moortgat financial results 2019-2024
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