Belgian beer Chouffe is relaunching its portfolio to the UK on-trade with a refreshed look – and a new 4% ‘session’ version on draught.
With fully half the alcohol content normally associated with the brand, Chouffe Session is a Belgian blond designed to meet beer drinkers’ growing demand for flavourful, lower-ABV options that don’t compromise on quality.
“Light, crisp and subtly spiced, it’s an easy-drinking Belgian brew with real character – perfect for pubs looking to diversify their range,” said Chouffe.
Across the Chouffe range, the refreshed visual identity features brighter colours, clearer typography, and a more expressive ‘Marcel’ – the brand’s famous gnome mascot.
The new look was described as “a confident evolution built for the bar, designed to stand tall on tap and catch the eye in a busy pub setting”.
And with Belgian and world beers now accounting for nearly a third of the UK beer market, standing out matters more than ever.
“The Chouffe rebrand is all about staying true to our roots while bringing something fresh and exciting to today’s drinkers,” said Steve Behan, general manager of Duvel Moortgat UK.
“We’ve retained the magic of Marcel and the quality of our brews – now with a visual identity that’s ready to stand out on the bar. It’s fun, it’s confident, it’s still Chouffe – just better dressed for the adventures ahead.”
Beyond Chouffe Session as the go-to draught choice, the range also includes a variety of draught and bottled options, from classic Belgian blondes to cherry infusions, and even a 0.4% alcohol-free variant, only currently available in bottle.
Brewed in the Ardennes, the heartland of Belgian beer, Chouffe is said to deliver ‘heritage and depth in a modern, approachable format’.
“For publicans, it’s a proven way to drive trade-up and offer drinkers something new,” said Duvel Moortgat UK. “Sessionable, but full of flavour, Chouffe is guaranteed to bring a sense of adventure to the bar.”
