This summer, the Belgian beer company Chouffe plans to redesign its whole line-up, emphasising its mascot character and using more vibrant colours.
Brighter colours, intricate landscapes, bold lettering, and a more emotive Marcel – the brand’s gnome mascot – are all part of the updated visual identity, which is being implemented throughout the whole Chouffe line. The redesign, according to Chouffe’s supplier Duvel Moortgat UK, intends to improve shelf appeal and simplify the range so that customers can easily investigate the types and try new flavours.
The rebrand comes as world and Belgian beers now make up nearly a third of the UK beer market, according to market research firm CGA Strategies. Chouffe has noted growth in its retail volume sales in the UK by 545% in the past four years, becoming one of the top-five specialty beer brands in the UK.
The Chouffe rebrand is all about staying true to our roots while bringing something fresh and exciting to today’s drinkers,” said Steve Behan, general manager at Duvel Moortgat UK. “We’ve retained the magic of Marcel and the quality of our brews – now with a visual identity that’s ready to stand out in store. It’s bold, it’s confident, it’s still Chouffe, just better dressed for the adventures ahead.”
Chouffe’s range consists of seven different varieties, including flagship La Chouffe, CHouffe Cherry, Chouffe IPA and 0.4% alcohol-free La Chouffe.
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