La Chouffe introduces cans in the UK

Well-known Belgian beer brand La Chouffe has begun selling its flagship blonde beer in the UK in 330ml cans.

The strong 8% beer was previously available in its distinctive squat 330ml bottles along with the rest of the Chouffe range, as well as on draught.

La Chouffe is the most popular beer produced by Brewery Achouffe and features the red capped gnome which has been a defining feature of the brewery since it hit the market in the early 1980s.

The new cans, along with the full brewery Achouffe range, is available to the UK trade via James Clay, Nectar and Cambridge Wines. La Chouffe cans are available to all trade sectors, and are particularly targeted towards bars and the on-trade.

Although the traditional brown bottles used by Achouffe provide excellent protection against light which can adversely affect the taste of hops, the brewery has chosen to go down a path many other brewers have in recent years of canning beer as well as bottling.

Cans are hermetically sealed which gives them maximum protection against the potentially adverse effects of oxygen and UV light, ensuring the beer stays fresher for longer.

The brewery began as a hobby project between brothers-in-law Pierre Gobron and Chris Bauweraerts in the latter’s mother-in-law’s garage the late 1970s.

They produced their first ‘commercial’ batch (of just 49 litres) in 1982 but by 1986 their beer had become so popular they were able to buy the farm where it all started.

The brand was bought by the Duvel Moortgat group in 2006.