- Belgian blond beer ‘La Chouffe’ is now available for the first time ever in the UK in cans (330ml).
- At 8%, La Chouffe is the most popular beer from Brewery Achouffe – already available in 330ml bottles, along with the rest of the Chouffe range, and on draught.
London Oct 2020: La Chouffe, a strong blond ‘gnome beer’ from Brewery Achouffe in the Ardennes, is the most popular beer in their portfolio; a thirst quenching unfiltered blond beer. At 8% abv, this blond Belgian brew offers spicy aromas and fruity flavours including coriander and orange blossom, with a creamy billowing head and a herbal, peppery finish. Available in 330ml bottles and on draught, La Chouffe is now available in NEW 330ml cans.
The beers of the Achouffe brewery all sport their brewery’s signature red capped gnomes, which have sped around their labels since 1982, when they were designed as a nod to the brewery’s agricultural heritage in the Ardennes Forest.
La Chouffe uses 100% natural ingredients: water, yeast, pale barley malt, Saaz-Saaz and Styrian Golding hop varieties. Coriander is also added, as seen more often in Belgian white beers.
The Chouffe Story: The Chouffe story began in the late 1970s, in the Valley of the Fairies, when two brothers-in-law, Pierre Gobron and Chris Bauweraerts, decided to brew their own beer – in the garage of Chris’ mother-in-law. On a very limited budget, the first brew was produced on 27 August 1982 and amounted to 49 litres. Four years later, the Achouffe brewery, which had started as a hobby, was so successful that the brothers-in-law purchased the farm.
Chris Bauweraerts, Co-founder of Brewery Achouffe commented: “The story of Chouffe certainly wouldn’t have the same appeal without the local gnomes. The exact nature of their participation in La Chouffe’s success still remains unknown. However, locally, there are rumours that they are responsible for the original recipe of this beer which, everyone agrees, contains a little bit of magic. Their mischief might also have had a role to play in some of the other brews in the range.”
The takeover by the Duvel Moortgat group in 2006 made it possible to develop the Achouffe brewery and speed up its worldwide recognition.
The Grand Choufferie: La Chouffe is now in more than 40 countries around the world, appealing to drinkers seeking to share good times with friends and embrace the cheeky gnomes. In more typical years – since 1992 – on the second weekend of August, the Achouffe brewery welcomes more than 5,000 fans for a festival of good times: brewery tours, bouncy castles, face painting, live music from the Dixieland Streetband, food and, of course, the tasting of Chouffe products.
The rest of the Chouffe range:
Mc Chouffe (8% abv): Brewed by the gnome Malcolm, who prefers a Mc Chouffe to its blond sister, La Chouffe. The beer’s gourmet flavours of aniseed, liquorice and caramel, and the fruity aroma, are just to his taste. It won’t be long before he’s bragging about its ruby hues, slight bitterness and strong character. An Unfiltered brown beer, refermented in the bottle and the barrel.
Chouffe Soleil (6% abv): Only magical beings could imagine capturing sunshine and locking it in a beer bottle. In the legendary Valley of the Fairies, a handful of gnomes have found a way to spend the sunny days in style: with a Chouffe Soleil. This mild, refreshing, unfiltered beer reveals delicious citrus flavours, enhanced by a touch of vanilla and peppery notes. Radiant and slightly cloudy at the same time, and refermented in the bottle and barrel.
Cherry Chouffe (8% abv): The gnomes love the cherries that grow in their magical region. One year, the Chouffe gnomes harvested and stored cherries in the attics of the brewery. Under the weight of the fruit, the old attic beams gave way. The cherries fell into a tank of McChouffe, which was being prepared. Although he was surprised to find a beer with a radiant glow and fruity taste, the master brewer decided to barrel it. And that’s how Cherry Chouffe was born. A warm red beer with a Mc Chouffe base and juicy cherry flavours.
Houblon Chouffe (9% abv): The gnomes might be small, but they have very strong temperaments. With Houblon Chouffe, they have finally found a beer that reflects their roguish spirit. By drawing on the flavours of three different types of hops, this India Pale Ale is appreciated for its pronounced bitterness combined with the fruity notes that characterise the beers from Achouffe. An IPA-style unfiltered blond triple beer, refermented in the bottle and the barrel. Creamy, hoppy and full-bodied, with spicy notes and a robust bitterness.
N’ice Chouffe (10% abv): By the soft glow of the fireside in winter, the gnomes spend long evenings recounting the most amazing Ardennes legends while enjoying a delicious N’ice Chouffe. Combining softness and strength, with spicy notes of thyme and curaçao, this dark beer warms the heart and the atmosphere at the same time. An unfiltered brown winter beer, refermented in the bottle and the barrel. A beer that is strong and sweet at the same time, with aromas of dried fruit and chocolate.
Four of the Chouffe beers are available with a branded glass in a festive gift pack. This, along with the full brewery Achouffe range, is available to the UK trade via James Clay, Nectar and Cambridge Wines.
Discover more about the gnomes and their beers: https://chouffe.com/en/marcel-co/dwarfsfamily/
October 2020
Ends
EDITORS’ NOTES:
Duvel Moortgat is an independent family business with a distinctive focus on specialty beers. Duvel Moortgat encompasses 10 breweries: Duvel Brewery in Puurs, Achouffe Brewery in Houffalize, De Koninck Brewery in Antwerp, Liefmans Brewery in Oudenaarde, Bernard Brewery in the Czech Republic, Brewery Ommegang in New York, Boulevard Brewing Company in Kansas City, Firestone Walker in California, Brewery ’t IJ in Amsterdam and Birrificio del Ducato in Italy. Most recently, the London-founded Kombucha Brewery JARR.
Press release from R&R Teamwork on behalf of Duvel Moortgat
Contact Rupert Ponsonby or Tash Najm at R&R Teamwork
rupert@randr.co.uk or natasha@randr.co.uk | 020 7384 1333
Rachel@duvelmoortgat.co.uk | 07792814918