Chouffe Adds IPA to ASDA Line-Up as UK Retail Expansion Continues

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. Widely 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, said: "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 at ASDA, said: "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.

Images:

Product imagery: https://drive.google.com/drive/folders/1cNO0td0xl3cGx3HxvnxGjFluyroFiu7a?usp=drive_link

About Chouffe

The Chouffe Brewery stands as a pioneering force in Belgium's modern craft beer movement. In 1982, brothers-in-law Pierre Gobron and Chris Bauweraerts embarked on the Chouffe journey in the enchanting Valley of the Fairies, brewing their inaugural batch in Chris' mother-in-law's garage. The inaugural 49-litre brew of the iconic La Chouffe marked the beginning of a rebellious spirit. Challenging the ubiquitous imagery of monks on front labels, Marcel the Gnome, Chouffe's iconic mascot, symbolises the brewery's identity as a challenger brand. Today, in the heart of the Belgian Ardennes Forest, the brewery continues to produce delightful beers, crafting brews such as La Chouffe, Chouffe Cherry, Chouffe Session 4%, Chouffe IPA, and La Chouffe Alcohol Free 0.0%.

Website: www.chouffe.com/en-gb/ | @chouffe_UK

For more information:

Julia Pietro, Richmond & Towers

Email: julia@rtc.london | Tel: 020 7554 4488

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