Chouffe, the Belgian beer produced by Brasserie d’Achouffe is accelerating its UK retail expansion with the nationwide launch of Chouffe Cherry in Co-op stores.
The beer has delivered more than 50% year-to-date volume growth compared with the same period in 2025, and the company said the launch strengthens Chouffe’s presence within convenience and brings premium Belgian beer closer to everyday shopping occasions across the UK.
Brewed in the Belgian Ardennes, Chouffe Cherry is 8% ABV and combines the iconic character of La Chouffe with the vibrant flavour of cherries, creating a refreshing fruit beer.
The comapny said: “Balancing sweet notes with subtle spice and a smooth finish, the beer delivers a premium drinking experience that appeals to both world beer enthusiasts and shoppers looking to explore more adventurous flavours.”
The launch arrives 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.
As shoppers increasingly seek out approachable, yet experimental beverage options, fruit beers are attracting new drinkers to the category while encouraging existing beer lovers to broaden their repertoire.
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.
Martin Lockley, national account controller at Duvel Moortgat UK, said: “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.
“We’re seeing increasing interest in fruit beers as consumers seek out more flavour-led drinking experiences, and Chouffe Cherry perfectly combines that trend with the craftsmanship and heritage that Belgian beer is renowned for.
“As convenience retailers continue to play a growing role in premium beer discovery, Co-op is the ideal partner to help us reach more consumers. Whether they are picking up drinks for a social occasion, treating themselves at the weekend or simply looking to discover something new during their regular shop.”
