Belgium’s Duvel Moortgat has updated the look of its Chouffe brand in the UK, led by the beer’s recently-released Chouffe Session extension.
The tap badge for the 4%-ABV Belgian blond, which was released to “meet growing demand for flavourful, lower-ABV options”, features brighter colours, layered landscapes and a “more expressive Marcel” – the brand’s gnome figure. According to the company, Belgian and world beers now account for “nearly a third of the UK beer market”, adding that “standing out matters more than ever”.
Other products to undergo the change include La Chouffe, Chouffe Cherry, Chouffe IPA and La Chouffe Alcohol Free 0.4%.
“The Chouffe rebrand is all about staying true to our roots while bringing something fresh and exciting to today’s drinkers,” said Duvel Moortgat’s UK GM, Steve Behan. “We’ve retained the magic of Marcel and the quality of our brews – now with a visual identity that’s ready to stand out on the bar. It’s fun, it’s confident, it’s still Chouffe – just better dressed for the adventures ahead.”
Duvel Moortgat acquired Brasserie d’Achouffe, the brewery that produces Chouffe, in 2006. Chouffe was originally founded by Pierre Gobron and Chris Bauweraerts in 1982.
Earlier this month, Heineken launched updated packaging in the UK for the Foster’s brand, covering its lager and shandy variants.
