Chouffe expands its fruit beer offering with Waitrose launch of Framboise

Chouffe, the Belgian beer known for its mischievous gnome mascot and adventurous brewing heritage, is expanding its UK retail range with the launch of Chouffe Framboise in Waitrose stores nationwide from the July 12th.

Brewed in the heart of the Belgian Ardennes, Chouffe Framboise (7% ABV) combines the classic character of its original brew, La Chouffe, with the vibrant flavour of raspberries – creating a refreshing fruit beer that balances juicy berry notes with subtle spice and a smooth finish.

The launch comes as fruit beers continue to gain momentum across the UK beer market, driven by growing consumer demand for fun, flavour-led drinking experiences. With 57% of beer drinkers¹ actively looking to experiment with different styles and brands, fruit beer presents a significant opportunity for retailers to recruit new shoppers and drive incremental sales.

Chouffe Framboise responds directly to this demand, offering a premium Belgian fruit beer that combines authentic brewing heritage with contemporary flavour appeal, adding excitement to the world beer fixture.

"Consumers are increasingly looking for beers that deliver flavour, authenticity and a sense of adventure," explains Martin Lockley, National Account Controller at Duvel Moortgat UK.

"Chouffe Framboise brings all of those elements together. It combines the quality and craftsmanship of classic Belgian brewing with the growing appeal of fruit-forward beer styles, offering retailers a product that stands out on shelf and helps drive value within both the world beer and speciality beer categories.

"We've seen great momentum for fruit beers in recent years, particularly among shoppers looking to explore new flavours. Chouffe Framboise offers an accessible entry point into Belgian beer while maintaining the premium credentials that consumers expect from the category."

The launch further strengthens a Chouffe portfolio that continues to resonate with UK shoppers. La Chouffe (8% ABV), the brand's original blond ale, remains a flagship favourite, while Chouffe Cherry (8% ABV) has become a recent standout performer among consumers seeking fruity profiles. Together with La Chouffe Alcohol Free (0.0% ABV), the range offers retailers a versatile portfolio capable of meeting a broad spectrum of shopper occasions and preferences.

Waitrose will be the first UK supermarket to stock Chouffe Framboise, introducing shoppers to yet another exciting addition to its premium beer range.

Jourdan Gabbini, Beer & Cider Buyer at Waitrose & Partners, adds: "We're pleased to be the first UK supermarket to stock Chouffe Framboise, further strengthening our world beer offering.

"The Chouffe range has built a loyal following with our customers, and we're excited to bring forward another innovative beer that we know will resonate with both existing fans of the brand and shoppers looking to add something new to their basket."

Chouffe Framboise will be available in Waitrose stores nationwide and online from 12th July, with an RRP of £2.70.

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-laws 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 0.4%.

Notes to Editors

Find out more about Chouffe: https://chouffe.com/en-gb/brewery-achouffe/

Visit Chouffe's Instagram: https://www.instagram.com/chouffe_uk/

Images:

https://drive.google.com/drive/folders/1dO6opm2Jxt-pZDrNGDAtvHGy71W6Cw3X?usp=sharing

1. Sources: CGA Strategy OPMS June 2024; CGA 'REACH' Survey 2024; SIBA Independent Beer Report, 2024; Convenience Store, data to 30.12.23

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