Chouffe expands UK alcohol-free range with cherry 0.0% launch and La Chouffe evolution

Chouffe, the Belgian beer brand renowned for its mischievous gnome mascot and centuries-old brewing heritage, is expanding its UK alcohol-free offer this Spring, with two major updates:

• The launch of Chouffe Cherry 0.0%, and

• The evolution of La Chouffe Alcohol Free from 0.4% to a true 0.0% ABV.

The move strengthens Chouffe’s position within the fast-growing no & low category, while giving retailers a broader premium alcohol-free range anchored in real flavour and Belgian brewing heritage.

Brewed in the lush green Ardennes, crafted with real morello cherry juice, and a favourite among drinkers worldwide^[1],  Chouffe Cherry (8% ABV) has long been celebrated for its vibrant fruit character and distinctive Belgian personality.

Now, for the first time, this iconic cherry expression is available in a fully alcohol-free format, offering a premium, flavour-led option that retains the depth and complexity of the original.

In the glass, Chouffe Cherry 0.0%, pours a deep dark red with a rich white foam head. The aroma bursts with sour morello cherries layered with notes of strawberry, marzipan and sweet port, while the palate delivers lightly sweet red fruit balanced by subtle almond character and gentle spice, finishing with a rounded warmth.

As fruit-flavoured beers gain strong momentum and shoppers seek more accessible, flavour-led styles^[2], alcohol-free beer continues to outperform the wider category^[3] as consumers moderate without compromising on taste or heritage. Together, these trends are reshaping the fixture and creating space for bold, authentic options.

Steve Behan, General Manager at Duvel Moortgat UK, comments: “Chouffe Cherry has built a loyal following around the world thanks to its bold fruit character and unmistakable Belgian identity. Bringing that same flavour experience into a 0.0% format was a natural evolution for us.”

“At the same time, evolving our La Chouffe Alcohol Free from 0.4% to 0.0% allows us to further strengthen our alcohol-free range and give drinkers even more choice when they’re looking for flavour and authenticity without alcohol.

Behan concluded: “Together, these launches reflect the growing demand for premium alcohol-free beers that still deliver real character.”

ASDA will be the first UK supermarket to launch Chouffe Cherry 0.0%, bringing another international flavour to its customers while strengthening its premium world beer and alcohol-free offer.

Ryan Truswell, Beer Buying Manager, ASDA:

“The original Cherry Chouffe has proven to be one of the most popular beers in our world and speciality beer range, and bringing the beloved flavour into a 0.0% format makes the brand even more relevant to today’s drinking occasions.”

“Alongside the evolution of La Chouffe Alcohol Free to a true 0.0%, it’s a strong addition that supports the continued growth of both world and speciality beer and alcohol-free”, Truswell adds.

“We’ve significantly expanded our no & low alcohol range over the past year and looking to do so again later this year as demand for alcohol alternatives continues to grow. Beer remains the most popular segment within that space, and these two range additions from Chouffe will be very popular with our customers.”

Chouffe Cherry 0.0% is rolling into ASDA stores nationwide from April 2026, at an RRP of £1.75, with wider retail distribution planned in the coming months, while La Chouffe 0.0% continues to retail in ASDA at an RRP £1.75.

-ENDS-

For more information, please contact:Julia Pietro, julia@rtc.london

Please see product imagery HERE.

Find out more about Chouffe here

Visit Chouffe’s Instagram

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 0.0%.

www.chouffe.com/en-gb/ | @chouffe_UK