chouffe Brewery

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    Single
    330ml
    $7.50
    4 Pack
    4 x 330ml
    $29.00
    Case
    24 x 330ml
    $159.00
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    Single
    330ml
    $9.00
    4 Pack
    4 x 330ml
    $35.00
    Case
    24 x 330ml
    $195.00
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    250ml
    $20.00
  • Mc Chouffe Tulip Glass
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    Low in stock$20.00
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    250ml
    $20.00

let's tap into their story!

It was in the late 1970s when two brothers-in-law Pierre Gobron and Chris Bauweraerts decided to create their own beer in the garage that belonged to Chris’ mother-in-law. They didn’t really have much but they managed to brew their first beer of 49 litres on 27 August, 1982. What started as a hobby eventually grew into the Achouffe Brewery when the brothers-in-law decided to purchase the farm where they had been brewing for 4 years.
Pierre Gobron (left) and Chris Bauweraerts (right).
Sure, when they established their brewery in a dilapidated cowshed, right in the midst of all the forests in Ardennes, everyone thought that they were mad. After all, who in the right mind would set up a brewery here? The two paid no heed to such negativity and fully embarked on their journey in 1986.

The brothers-in-law managed to find customers - not in the local woods - but hundreds of miles to the north, in the Netherlands. Soon, the news about Achouffe spread, and their beers became popular with customers all over the world! As a result, the brewery’s production rose from 3,400 hectolitres to 5,000 hectolitres per year and it had to invest in a new brewing house to keep up.

Why Chouffe, and why gnomes?

You may be wondering, what’s the story behind the brewery’s name? Well, not to be anti-climatic or anything, but Chouffe doesn’t actually mean anything. It was during a fateful lunch break when Chris was dining with a colleague who said that they should call their beer “Oumpf!” while chewing a mouthful of food. Chris retorted but when his colleague swallowed his mouthful of food and exclaimed “Chouffe”, the gears in Chris’ head started to turn.

After pondering over it for a few nights, Chris was finally convinced, and he told Pierre about his plan. Initially, Pierre was also against the idea as there was absolutely no story or meaning to the word, “Chouffe”, but after a few nights of reflection, Pierre changed his mind. Yup, that was how they launched “Chouffe”, a word that meant nothing, into the world!
The name worked, as soon enough, the brewery started to gain a reputation in beer-loving circles. Now all Achouffe needed was an eye-catching label. The founders of Achouffe Brewery were extra certain that they did not want yet another image of an abbey or another image of a fat monk on their bottles; they wanted something different, something more palatable.
It was only after a tornado struck the little Ardennes village in 1982 that managed to inspire Chris. Well, it wasn’t the tornado itself that inspired Chris, but it was during the charity event that was held to raise funds for the victims where Chris spotted the perfect image for their label. While Chris was watching an auction of paintings by local artists, he spotted a gorgeous watercolour that depicted a gnome spying on a farm through the long grass.

A gnome on the label - now that’s an idea! The first sketch of the gnome, Marcel, was drawn in 1983 and since then, Marcel has been the face of the brewery, smiling from ear to ear on every bottle.

Achouffe Brewery’s signature brews

Achouffe Brewery started with just one beer, the La Chouffe, which quickly became popular in Belgium and beyond. Today, the brewery produces a wide range of beers, including blondes, dark ales, IPAs, and winter ales.

La Chouffe is the brewery’s flagship beer and its secret recipe was said to be discovered in an old grimoire by the gnomes of the Valley of the Fairies! The delicious golden beer starts off with some citrus notes, followed by a refreshing touch, and continues with herbal coriander notes. Although it was first brewed in 1982, it has been the benchmark example of a perfectly balanced Belgian Blonde Ale.
Another popular brew of Achouffe is the award-winning Mc Chouffe Belgian Quadrupel - a legendary dark beer that has gourmet flavours of star anise, liquorice, and caramel. The unique brew steers a steady middle course between a Belgian Dubbel and a Scotch Ale, but boasts a lightness that is similar to its blonde sibling - the La Chouffe.

Achouffe Brewery is also known for its playful and whimsical branding, which features gnomes and other magical creatures. This branding reflects the brewery's commitment to producing beers that are fun, approachable, and extra tasty. So grab a glass, pull up a chair, and enjoy the magic of the Ardennes in every sip!
 

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