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Chouffe Alcohol Free launches in Asda

04 August 2023 By Jessica Mason

Duvel Moortgat has revealed that its non-alcoholic variant of La Chouffe will become available in Asda stores from next week.

The 0.4% ABV beer, Chouffe Alcohol Free, has been brewed at the Achouffe Brewery in the Belgian Ardennes and will join its flagship counterpart La Chouffe for the first time by making its foray onto supermarket shelves.

Chouffe Alcohol Free has “hints of spices and fruity notes unique to the Chouffe portfolio” but according to the company, “unlike other beers, Chouffe Alcohol Free is brewed with a special type of yeast that does not turn sugars into alcohol during fermentation”.

Speaking about the listing, Duvel Moortgat UK head of sales Laurens Nies said: “We’ve noticed a significant increase in the demand for non-alcoholic beers” and explained that “consumers are becoming increasingly health conscious and as a result their alcohol consumption is decreasing. We’ve found that millennials consume less alcohol than their parents at the same age, and that they will continue to moderate their alcohol consumption”.

Nies added: “We believe that the great taste of Chouffe should be enjoyed by anyone at any time in any situation and it is for this reason that Chouffe 0.4% was created.”

Chouffe Alcohol Free will become available from 7 August in Asda stores retailing for £1.80 per 330ml bottle.