After more than 40 years of existence, The emblematic brand of Belgian beer Chouffe intends to stay in line with the expectations of contemporary consumers, while remaining faithful to its origins and recipes that have made its success. To support the launch of its new visual identity, The brand unveils in limited edition CHR its latest creation : Raspberry Chouffe.
Chouffe’s first market is France, ahead of Belgium, son pays natal, and 55% of volumes produced in France are in CHR. Out of home, Chouffe is the second largest beer cellar brand in terms of sales volume and the first in terms of sales value. (source : Circana). Since its creation in 1982, Chouffe has been able to combine quality ingredients with the know-how of its brewers, while taking a close look at consumer behavior : evidenced by its latest innovations such as the 5 L barrel, the Chouffe Lite 4% or the Chouffe Without Alcohol. Wanting to stay true to her identity, its vision and values, the brand is evolving its image to ensure its longevity. “This new impetus embodies our desire to breathe new life into the brand, by taking a more contemporary turn, without betraying what makes up the soul of Chouffe. We were keen to preserve the authenticity and uniqueness of the brand. This repositioning of Chouffe is a true homage to Marcel the elf and the nature that surrounds him at the Chouffe brewery, in the heart of the Belgian Ardennes”, confirms Émeline Jourdan, responsible marketing de Chouffe.
A better identified range
This refresh of the image is also a way of harmonizing its range, whose revenues remain unchanged, in order to facilitate the recognition and identification of each reference on the shelf and to improve, fact, the customer experience in large-scale distribution and in CHR in particular. This is why some beers have also changed their names, like Houblon Chouffe which became Chouffe IPA ; to allow consumers to better identify recipes and consume according to their tastes and preferences. The new identity is already visible on the brand’s flagship reference – La Chouffe – since the beginning of April. For the sake of ecology and to avoid any waste, the rest of the range, communication media and advertising tools for distributors will be deployed gradually after old stocks have been sold..
Raspberry Chouffe, a CHR exclusive
Maintaining a strong link with the CHR sector, This year Chouffe is launching a new, unique reference, in limited edition and only available on this distribution network : Raspberry Chouffe. Because offering fruity beers has become essential today, the brand chose its Mc Chouffe as a base, a rich and complex dark beer, to add raspberry juice to create a drink with a unique flavor profile.
Sandrine Lépinay
