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Will Chouffe Session convert lager and ale drinkers?
Duvel Moortgat has introduced Belgian beer Chouffe Session on draught, targeting consumers who would normally opt for lager or ale.
The 4% ABV Belgian blond beer, has been brewed at the Achouffe Brewery in the Belgian Ardennes and will join its flagship counterpart La Chouffe within the portfolio.
As consumer preferences for beer styles continue to evolve, earlier in the year, db looked into how the trend for drinking highly hopped IPAs was waning, with it becoming increasingly evident that consumers were seeking balance and differentiation on shelf and in pubs and bars.
The beer choices consumers are making and the preferences emerging were recently identified by db in a deeper dive piece on how the challenges in the sector were beginning to influence next generation brewing trends in what has now been termed beer’s “post-craft renaissance”.
Speaking to the drinks business Chouffe Brewery co-founder Chris Bauweraerts described the new beer as “excellent” and admitted that its creation was down to be brewery “following the no- and low alcohol category’s rapid growth over the last few years” suggesting that people were looking for sessionability and drinkability abive all.
Bauweraerts said that Chouffe Session was “refreshing” and fit into the beer style of a “low ABV Belgian blond beer” but reassured beer fans that it still had “that distinctive Chouffe flavour that consumers know and love”.
Bauweraerts told db that the beer could steal market share from lager or ale and encourage drinkers who would ordinarily go for those styles to try it. Amplifying this, he explained: “It’s a fantastic lager substitute, with body and spice that can also be enjoyed by ale afficionados too.”
The brand’s variant Cherry Chouffe recently rolled out further across British supermarkets as demand for non-IPA beer styles increases among consumers.
Chouffe Session is currently available in key on trade accounts including Brewhouse and Kitchen, and various independent pubs, with plans for a wider launch in national pub groups.
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