Chouffe, a popular Belgian beer with a cheeky twist, is showing up with a new look across UK retail this summer – bringing more colour, curiosity and character to shelves nationwide.
The refreshed visual identity, rolling out across the full Chouffe range, features brighter colours, detailed landscapes, striking typography and a more expressive Marcel – the brand’s iconic gnome mascot. Designed to enhance standout on shelf and unify the range, the rebrand will help shoppers quickly navigate styles and discover new flavours.
This evolution comes at a time when premium beer is showing no signs of slowing. As drinkers become more discerning, world and Belgian beers have moved from niche to essential and now making up nearly a third of the UK beer market, with quality and character driving purchase.
Marcel is more than just a mascot, he embodies the brand’s playful, outdoor spirit and storytelling heritage. In a category often defined by seriousness or tradition, Marcel brings a sense of fun and approachability that sets Chouffe apart from its competitors. It’s this balance of authenticity and character that has helped Chouffe become a firm favourite with drinkers across the globe.
“The Chouffe rebrand is all about staying true to our roots while bringing something fresh and exciting to today’s drinkers," said Steve Behan, General Manager, Duvel Moortgat UK. We’ve retained the magic of Marcel and the quality of our brews – now with a visual identity that’s ready to stand out in store. It’s bold, it’s confident, it’s still Chouffe, just better dressed for the adventures ahead.”
What’s inside the bottle also counts. The rebrand brings consistency across a portfolio that caters to a wide range of drinkers and occasions, from the iconic La Chouffe, to fruit-forward Chouffe Cherry, Chouffe IPA which packs a hoppy punch and a 0.4 per cent alcohol-free La Chouffe. Whether shoppers are new to the world of Belgian beer or returning fans, Chouffe offers a playful way in without compromising on quality or craft.
Every Chouffe beer is brewed in the Ardennes, in the heart of Belgian beer country. Since its first small-batch release in 1982, the brand has grown exponentially, tripling its volume over the past four years (+545 per cent) to become one of the top five specialty beer brands in UK retail, all while keeping its adventurous spirit at the forefront of everything it does.
With bold shelf appeal, proven growth and a portfolio that taps into drinkers’ preferences and tastes, Chouffe delivers what today’s customers are seeking in a premium Belgian beer.
