Chouffe, the Belgian beer with the gnome mascot, is introducing Chouffe [Gnome] IPA to UK shelves this autumn, offering shoppers a distinctly Belgian twist on the world’s favourite craft beer style.
Brewed in the Ardennes, Chouffe IPA (9% ABV) bursts with vibrant hoppy character while retaining Chouffe’s signature fruity and spicy notes. First brewed back in 2006 – and celebrated as Belgium’s very first IPA – it now joins the UK retail range for the first time.
With world beers now making up a third of the UK market and IPA styles fuelling the craft boom, Chouffe IPA presents retailers with a timely way to unite these two growing trends. Its distinctive flavour, premium positioning and unmistakably playful personality provide a clear point of difference on shelf – helping stores capture curious shoppers and drive higher-value sales.
Chouffe’s arrival in the IPA space adds fresh excitement to a line-up already winning fans across the UK. La Chouffe, the brand’s original 8% Belgian blonde ale, has experienced an impressive +422% growth in UK retail since 2019 thanks to its distinctive flavour and signature smoothness. Meanwhile, Chouffe Cherry (8% ABV) has become a favourite for shoppers seeking a fruit-forward option, while La Chouffe 0.4% offers a great-tasting alternative for mindful drinkers.
The launch coincides with a major global rebrand of Chouffe which sees its iconic gnome, Marcel, reimagined across bold new packaging. Designed to stand out in-store, the updated look underscores the Chouffe’s playful Belgian spirit while making it easier for customers to navigate the full range.