Chouffe Goes Big with New ASDA Launch
Chouffe, the Belgian beer brand known for its adventurous gnome mascot, is expanding its presence in ASDA with the launch of Big Chouffe – its impressive 1.5L sharing bottle.
Rolling out in ASDA stores nationwide from 11th November, the launch gives shoppers the chance to pick up one of Chouffe’s most distinctive collector formats. Bringing the brand’s iconic Belgian blonde beer, La Chouffe, to shelves in a supersized bottle designed for sharing, especially ahead of the festive season.
Containing 1.5 litres of La Chouffe (8% ABV), Big Chouffe delivers the same characterful Belgian blonde beer that has been at the heart of the Chouffe range for more than 40 years. Golden in colour, La Chouffe combines pleasant spicy notes with fresh citrus flavours for a smooth, full-flavoured finish.
The new listing comes as Chouffe continues to build momentum within UK grocery, with volumes growing by +33%[1], reflecting increasing consumer demand for the Belgian beer brand.
With shoppers continuing to seek out more premium and distinctive options[2] within world beer, larger sharing formats also offer retailers an opportunity to tap into celebratory occasions and adventures made for sharing. Big Chouffe brings a bit of both, offering strong shelf standout alongside an established Belgian beer with more than four decades of brewing heritage.
The launch further strengthens Chouffe’s presence in ASDA, where Big Chouffe joins La Chouffe (8% ABV), Chouffe Cherry (8% ABV) and Chouffe IPA (9% ABV). Giving shoppers a new way to discover the brand and extend the range further, into a premium sharing format.
Martin Lockley, National Account Controller at Duvel Moortgat UK, says: “Big Chouffe is a true expression of what the brand is all about. Great Belgian beer, a sense of fun and, importantly, sharing with others.
“Bringing the magnum format to ASDA is an exciting next step for the Chouffe and gives us an opportunity to introduce the collector edition bottle to even more UK shoppers ahead of the festive season. We’re looking forward to seeing it make an impact on shelf and bring something distinctive to the ASDA beer aisle.”
Ryan Truswell, Beer Buying Manager, ASDA notes: “Chouffe has been a brilliant addition to our beer range, so we’re excited to be going even bigger with Big Chouffe. The 1.5L bottle is a real standout and gives our shoppers something a little different for those occasions when there’s something worth celebrating, or simply a great beer worth sharing. It’s a fun one to add to the range and one we think Chouffe fans will absolutely get behind.”
Big Chouffe 1.5L is rolling out in ASDA stores nationwide from 11th November.
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
Notes to Editors
Please see product imagery here.
Find out more about Chouffe here
Visit Chouffe’s Instagram
Duvel Moortgat internal results (YTD to end of September 2026 vs. YTD 2025)
Sources: CGA Strategy OPMS June 2024; CGA ‘REACH’ Survey 2024; SIBA Independent Beer Report, 2024; Convenience Store, data to 30.12.23
For further information please contact Eve Salmon via eve@rtc.london.
Third-party news items are published as received for informational purposes. Publication does not imply endorsement by the Guild. Please use the contact details within the post for any enquiries.
Comments