Belgian beer brand Chouffe has introduced its IPA to the UK market.
Chouffe IPA 9% ABV (£3.25/330ml) offered a “vibrant hoppy character while retaining Chouffe’s signature fruity and spicy notes”, said the brand.
It has rolled out exclusively in Waitrose with wider retail distribution planned for the coming months.
The UK launch coincides with a major global rebrand which has seen Chouffe’s gnome mascot Marcel reimagined across new packaging.
“Today’s drinkers expect more from their beer, they’re chasing flavour, variety and experiences worth sharing,” explains Steve Behan, general manager at Duvel Moortgat UK.
“Chouffe IPA delivers on all those desires. It fuses Belgium’s centuries-old brewing heritage with the bold, citrus-forward flavours that today’s drinkers increasingly seek, helping our customers drive real value in the expanding world beer category.”
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