Chouffe is accelerating its UK retail momentum with a nationwide Co‑op listing for its fast‑growing fruit beer, Chouffe Cherry, following more than 50% year‑to‑date volume growth versus the same period in 2025.

Chouffe, the Belgian brewery celebrated for its cheeky gnome mascot and Ardennes heritage, is strengthening its position in the convenience channel as flavour‑led beers continue to reshape premium world beer buying habits.

The rollout of Chouffe Cherry (8% ABV) across Co‑op’s estate brings one of the brand’s most distinctive beers closer to everyday shopping missions, from weekend treats to spontaneous social occasions.

Brewed in the Belgian Ardennes, Chouffe Cherry blends the signature character of La Chouffe with vibrant cherry notes, subtle spice and a smooth finish. Its flavour profile taps directly into the rising demand for flavour‑led beers, a trend drawing new drinkers into world beer while encouraging existing fans to explore more adventurous styles.

Martin Lockley, national account controller at Duvel Moortgat UK, says the brand’s momentum reflects a wider shift in shopper expectations: “Chouffe Cherry has become one of the standout beers in our portfolio, attracting shoppers who want something genuinely different without compromising on quality or authenticity. As convenience retailers play a bigger role in premium beer discovery, Co‑op is the ideal partner to help us reach more consumers.”

Co‑op’s senior buying manager for beer and cider, Andrew Birdsey, highlights the category opportunity: “Our customers are increasingly looking for premium options that elevate their day‑to‑day. Combine that with growing interest in flavour‑led beer styles – Chouffe Cherry has come at the perfect time. It brings both quality and excitement to the fixture, and our current promotion gives shoppers an easy opportunity to discover it.”

With convenience becoming a hub for premium world beer exploration, the nationwide listing positions Chouffe to capture further growth as fruit‑forward styles gain traction across the UK.

Chouffe Cherry 330ml is now rolling out in Co‑op stores nationwide.