Chouffe, the Belgian beer brand known for its distinctive gnome mascot and rich brewing heritage, is expanding its UK grocery footprint with the nationwide launch of Chouffe IPA in ASDA.
The listing marks a significant step in the brand’s retail growth, strengthening its presence within the multiple grocery channel and broadening access to its range of premium Belgian beer.
Brewed in the Ardennes, Chouffe IPA (9% ABV) is a bold, hop- forward beer with bright citrus flavours, light spice and a smooth, slightly sweet finish. It combines the bitterness expected from an IPA with the fruity character typical of Belgian brewing. Widley recognised as Belgium’s first IPA, the beer offers a unique take on a style that continues to play a central role in category exploration.
As IPA remains a key driver of shopper interest and world beer continues to outperform the wider segment, demand is growing for premium beers that offer both familiarity and distinction.
Chouffe IPA taps directly into this demand, appealing to drinkers who are looking beyond traditional styles in favour of more distinctive, story-led options, backed by strong quality credentials.
In ASDA, Chouffe IPA will join an established and growing range including the brand’s iconic Belgian blond, La Chouffe (8% ABV), Chouffe Cherry (8% ABV) and their alcohol-free variants, La Chouffe 0.0% and Chouffe Cherry 0.0%. Together the range forms a well-balanced portfolio spanning core, flavoured and alcohol-free segments to drive recruitment and value growth.
Steve Behan, General Manager at Duvel Moortgat UK, says: “IPA is one of the most widely recognised beers, but there’s a growing appetite for something that feels genuinely different within that space.
“Chouffe IPA brings a distinctive Belgian dimension to the style, combining strong flavour credentials with the heritage of the brand. Expanding into ASDA allows us to bring that experience to a much wider group of shoppers.”
Ryan Truswell, beer buying manager, ASDA notes: “We’re overjoyed to be adding Chouffe IPA to the range. The Chouffe range in ASDA is absolutely flying, but that is a shock to no one. This is a great addition and provides a Chouffe for all occasion in ASDA from 0% to this lip smacking 9% IPA.”
Chouffe IPA 330ml is rolling out in ASDA stores nationwide from April at an RRP of £2.75.
