Chouffe, the Belgian known for its cheeky gnome mascot and brewing heritage, is accelerating its retail expansion with the nationwide launch of Chouffe Cherry in Co-op stores.
The latest listing marks another milestone in the brand's impressive growth strategy, extending the reach of one of its most popular beers through Co-op's extensive neighbourhood network. With Chouffe Cherry delivering more than 50 per cent year-to-date volume growth compared with the same period in 2025, the launch strengthens Chouffe's presence within convenience and brings premium Belgian beer closer to everyday shopping occasions.
The launch comes as fruit beers continue to gain momentum across the UK market, driven by growing consumer demand for flavour-led drinks that offer something different from traditional beer styles.
The convenience channel is increasingly becoming a destination for product discovery, giving shoppers access to authentic Belgian speciality beer while enabling retailers to capitalise on the rising popularity of fruit-forward styles like cherry.
The nationwide rollout is supported by Chouffe Cherry’s inclusion in Co-op's current in-store promotion, helping to drive visibility, encourage trial and introduce more shoppers to the brand.
“Chouffe Cherry has become one of the standout beers within our portfolio, attracting shoppers who are looking for something genuinely different without compromising on quality or authenticity,” said Martin Lockley, National at Duvel Moortgat UK.