Chouffe expands in UK retail by introducing an IPA

Duvel Moortgat has introduced an India Pale Ale from Belgian beer brand Chouffe to UK shelves. But why has a brewery from Belgium created a British style of beer? db finds out more.

The 9% ABV Chouffe IPA has been brewed at the Achouffe Brewery in the Belgian Ardennes and will join its flagship counterpart La Chouffe and Cherry Chouffe within the portfolio.

First brewed back in 2006 – and celebrated as Belgium’s very first IPA – the brew’s introduction is its first time joining UK retail. But, many may ask, why has the beer brand taken this step? Could this expand the IPA category?

Traversing styles

According to Duvel Moortgat, the answers lie in understanding how drinkers enter the craft beer catgeory, seeking the lift of hops before moving on. This suggests that, in many ways the new beer could be considered the accessible middle ground between hop-forward beer styles and stronger malt forward styles as seen across Belgium.

Speaking to the drinks business, Duvel Moortgat UK general manager Steve Behan explained: “IPA has been the style that opened the door for so many drinkers into craft beer – it got people excited about bold flavours and set the stage for the exploration we’re seeing today. Now, with tastes diversifying, it’s the right moment to introduce our own take: a Belgian IPA that fuses hop-forward character with the depth and heritage of Belgian brewing.”

There is also another take on the beer’s creation, as Duvel Moortgat noted, the launch answers the consumer desire for experimentation and builds a bridge across the world beer category. Added to this, Duvel Moortgat has said that it offers something that has heritage, but can still deliver something fresh and new.

Behan said: “Today’s drinkers expect more from their beer, they’re chasing flavour, variety and experiences worth sharing. 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.”

Growth in UK retail

According to the Duvel Moortgat financial results 2019-2024, La Chouffe, the brand’s original 8% ABV Belgian blonde ale, has experienced 422% growth in UK retail since 2019. Meanwhile, its 8% ABV Chouffe Cherry variant has grown in popularity, while La Chouffe 0.4% ABV offers an alternative for mindful drinkers.

Duvel Moortgat has also made major global rebrand of Chouffe which reimagines its gnome mascot Marcel on its new packaging.

UK supermarket chain Waitrose will be the first UK supermarket to launch Chouffe IPA.

Describing it joining the shelves, Waitrose beer and cider buyer Jourdan Gabbini explained: “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.”

Gabbini added: “It’s a great addition that strengthens the range and with the recent rebrand the bottles look amazing on shelf.”

Chouffe IPA will retail at £3.25 per bottle with wider retail distribution planned for the coming months.

Behan told db: “We’ve already seen brilliant momentum for Chouffe in the UK, so adding one of our top-performing beers to the mix felt like the natural next step – giving drinkers something familiar in style, but refreshingly different in execution.”

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