Brasserie d'Achouffe

What Brasserie d'Achouffe does

Brasserie d'Achouffe is a Belgian craft brewery founded in 1982 by Pierre Gobron and Chris Bauweraerts in Achouffe, in the Belgian Ardennes region of Belgium. The company produces approximately ten distinct beer brands spanning blonde ales (La Chouffe, Chouffe Soleil, Chouffe Lite 4%), Belgian IPAs (Chouffe IPA, formerly Houblon Chouffe), dark and winter beers (Mc Chouffe, N'Ice Chouffe, Chouffe Bok), fruit beers (Chouffe Cherry, Chouffe Framboise), and alcohol-free variants (La Chouffe Sans Alcool, Chouffe Cherry Sans Alcool). Production is anchored at the original Achouffe brewery with reported capacity that scaled from 3,400-5,000 hectolitres annually after a 1992 brewing room expansion, supported by a bottling facility (Société Ardennaise d'Embouteillage) equipped with 1,344 solar panels installed in 2023 and an on-site water treatment plant processing roughly 1,200 m³ of water per week. Circular-economy practices include diverting 6,850 tonnes of spent grain to local farmers in 2022 for use as cattle feed and cracker production.

The business operates a multi-channel go-to-market combining direct-to-consumer e-commerce (the shop.chouffe.com webshop shipping merchandise across Europe but restricting beer delivery to Belgium due to alcohol regulations), a physical Chouffe Shop and visitor center at the Achouffe brewery offering 1.5-hour guided tours, and wholesale distribution through bars, restaurants, and supermarkets across approximately 25 European countries plus the United States. Revenue derives from three streams: branded beer sales (the dominant stream), merchandise sales across categories including clothing, glassware, outdoor gear, and home décor priced from €3.50 to €250, and brewery tour/experiential services. The company pursues a B2B corporate gifting channel with a €100 (excl. VAT) minimum order, while B2C consumer purchases remain the primary segment. Marketing is event-driven around signature annual gatherings such as La Grande Choufferie, the Chouffe Marathon, Trail, Classic, and Walk, and is amplified through region-specific social media accounts in Belgium, France, Netherlands, USA, UK, Italy, and Spain.

Since 2006, Brasserie d'Achouffe has operated as a subsidiary of Duvel Moortgat NV, a diversified Belgian brewing conglomerate headquartered in Puurs-Sint-Amands. The brewery positions itself as a premium lifestyle brand anchored by its gnome mascot "Marcel" and a distinctive yellow visual identity, with stated sustainability outcomes including a greater-than-40% reduction in CO₂ emissions per hectolitre since 2012 and a 22% reduction in water consumption per hectolitre since 2014. The company employs between 51 and 100 staff and remains privately held within the Duvel Moortgat group, with no independent funding rounds or external venture/PE involvement disclosed.

Name

Brasserie d'Achouffe

Legal name

BRASSERIE D'ACHOUFFE

Website

https://chouffe.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

51–100 employees

Short description

Brasserie d'Achouffe is a Belgian craft brewery founded in 1982, producing around ten beer brands and branded merchandise. Acquired by Duvel Moortgat in 2006, it serves B2C consumers across ~25 European countries and the USA via e-commerce, HORECA channels, and a Belgian visitor center.

Ownership category

akta.pro rank

Product category

Craft Beer / Belgian Brewery

SIC

Beverages (2080)

akta.pro primary industry

Packaging & Production Breweries (Limited/No On-site Service) (THAFALAB)

akta.pro secondary industry

Craft Beer Specialty Retail (Single-Brand/Curated Craft Focus) (CRANABAD)

Keywords

• Belgian craft beer
• Artisan brewery
• Specialty ales
• Brewery merchandise
• Alcohol-free beer

Headquarters

HQ city

Wibrin

HQ country

Belgium

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Beer Sales: Sales of branded beers including La Chouffe, Chouffe Cherry, Chouffe IPA, N'Ice Chouffe, Mc Chouffe, Chouffe Soleil, La Chouffe 0.0%, Chouffe Cherry 0.0%, and Chouffe Lite 4.0%. Products sold in various formats: 33cl bottles, 75cl bottles, 5L kegs, and 70cl formats. Available through e-commerce (Belgium only for beer) and international retail/HORECA channels.
2. Merchandise and Merchandise Sales: Sales of Chouffe-branded merchandise including clothing (t-shirts, sweaters, jackets, caps, socks), glassware (glasses, mugs), home decorations, outdoor equipment (cooling backpacks, kayaks, cycling jerseys), and fun/games (card games, frisbees, stickers). Revenue from B2C e-commerce and B2B corporate gifting orders.
3. Brewery Tours and Visitor Experiences: Guided brewery tours (1.5 hours) with tasting experiences offered at the Achouffe visitor center. Visitors can book tours and purchase products on-site at the Chouffe Shop.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Brasserie d'Achouffe is a Belgian craft brewery that manufactures and distributes a portfolio of approximately 10 branded beers, including the flagship La Chouffe blonde ale, Chouffe IPA, fruit beers (Chouffe Cherry, Chouffe Framboise), dark ales (N'Ice Chouffe, Mc Chouffe, Chouffe Bok), and alcohol-free variants. Beyond beer, the company operates a branded merchandise webshop (glassware, clothing, outdoor, home décor, games) and a physical visitor center at the Achouffe brewery offering guided tours and tastings.

Product overview

Brasserie Chouffe is a Belgian craft brewery founded in 1982 in Achouffe, in the Belgian Ardennes, producing approximately ten distinct beer brands including La Chouffe (flagship blonde ale), Chouffe Cherry, Chouffe IPA (formerly Houblon Chouffe), N'Ice Chouffe (winter dark beer), Mc Chouffe (dark ale), Chouffe Framboise, Chouffe Soleil, Chouffe Lite 4.0%, and alcohol-free variants. The brewery joined the Duvel Moortgat group in 2006. Beyond beer, Chouffe operates an e-commerce webshop (shop.chouffe.com) and physical Chouffe Shop offering branded merchandise across five categories: glassware, clothing and accessories, outdoor products, home decorations, and fun and games. The company also runs a visitor center offering guided brewery tours. Chouffe positions itself as a premium lifestyle brand anchored by its gnome mascot Marcel, blending artisanal brewing heritage with sustainability initiatives and a broad consumer merchandise line.

Differentiator

Problem solved

Functional benefit

Products and services

• La Chouffe Flagship golden blonde ale of Brasserie Chouffe, first brewed in 1982, an aromatic Belgian-style beer with fruity and spicy notes, sold in 33cl and 75cl formats.
• Chouffe Cherry Fruity cherry-flavored Belgian beer made with real cherries, offering a sweet and soft flavor profile, sold in 33cl format.
• Chouffe Cherry Sans Alcool Alcohol-free version of Chouffe Cherry, providing the fruity cherry flavor experience without alcohol, in 33cl format.
• La Chouffe Sans Alcool Alcohol-free blonde beer launched in 2023, offering the La Chouffe taste experience without alcohol, in 33cl format.
• Chouffe IPA Belgian IPA featuring bold hoppy flavors with Belgian yeast character, formerly known as Houblon Chouffe (2006), renamed Chouffe IPA in 2025.
• N'Ice Chouffe Dark winter beer with rich, warming flavors, brewed for the colder season with a full-bodied malty profile, in 33cl format.
• Chouffe Lite 4% Light blonde beer at 4% ABV launched in 2024, designed for consumers seeking a lower-alcohol option, in 33cl format.
• Chouffe Bok Seasonal bok beer typically released in autumn, part of the Belgian bok tradition of full-bodied autumnal brews, in 33cl format.
• Mc Chouffe Dark brown Belgian beer in the Chouffe range, offering rich roasted malt flavors and a smooth finish, in 33cl format.
• Chouffe Framboise Raspberry-flavored fruity Belgian beer offering a sweet and tangy raspberry taste experience, in 33cl format.
• Chouffe Soleil Sunny blonde Belgian beer in the Chouffe range, described as an ensoleillée (sunny) blonde with a bright, refreshing character, in 33cl format.
• Chouffe Glassware Branded Chouffe glassware including 33cl glasses, 50cl glasses, 12cl tasting glasses, and limited edition collector glasses, priced from €4.50 to €9.00.
• Chouffe Clothing & Accessories Branded apparel including t-shirts, sweaters, hoodies, sherpa jackets, caps, beanies, pins, socks, and rain ponchos, priced from €5.00 to €65.00.
• Chouffe Outdoor Products Outdoor lifestyle products including inflatable kayaks, cooling backpacks, camping lights, cycling jerseys, beach towels, enamel mugs, drinking bottles, cool boxes, and rain ponchos, priced from €6.00 to €219.90.
• Chouffe Home & Decorations Home decoration and lifestyle items including sandwich wraps, gourmet boards, bottle lamp string lights, bar runners, trays, aprons, keychains, luggage tags, Christmas ornaments, and light signs, priced from €3.50 to €250.00.
• Chouffe Fun & Games Fun and games merchandise including Chouffe frisbee (€6.90), Chouffe Match! card game (€12.50), Chouffe card game (€5.50), '30 Seconds' board game, and Chouffe stickers.
• Chouffe Belgian Beer Gift Pack Curated gift packs containing Chouffe beers, sold as a bundle for gifting purposes, priced at €10.95.
• La Chouffe 5L Keg La Chouffe available in a 5-litre keg format for sharing, priced at €35.50.
• Brewery Visitor Tours Guided brewery tours of the Chouffe brewery in Achouffe, a 1.5-hour experience including behind-the-scenes access and beer tasting, led by the Chouffe gnome mascot Marcel.
• Chouffe Shop (Physical Retail) Physical retail store at the Chouffe brewery in Achouffe selling Chouffe beers, merchandise, and local products, open daily April–September and on weekends October–March.

Quantifiable outcome

• 40%+ CO2 reduction per hectolitre since 2012
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Duvel MoortgatcoreOthers · 1 January 2006In 2006, the Chouffe Brewery was acquired by the Duvel Moortgat family of brewers, enabling growth while maintaining its local identity and authentic roots. Duvel Moortgat is a Belgian brewery group headquartered in Puurs-Sint-Amands (Breendonkdorp 58, 2870 Puurs), company number 0400.764.903. This acquisition allowed the expansion of the Chouffe beer range and exploration of new flavors.

Scale indicators8 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Lindemans Brewery: Belgian family brewery specializing in fruit/lambic beers (e.g., Kriek, Framboise). Closely comparable to Chouffe's fruited SKUs (Chouffe Cherry, Chouffe Framboise) and Belgian craft/export business model.
• Chimay (Bières de Chimay): Authentic Trappist brewery producing Belgian blonde, dark, and tripel ales globally. Comparable to Chouffe in specialty Belgian beer positioning, on-trade export strength, and bottle/format range.
• Duvel Moortgat: Parent company of Brasserie d'Achouffe since 2006. Operates a portfolio of Belgian craft and specialty brewers (Duvel, Vedett, Maredsous, Liefmans, De Koninck, Chouffe), making it the most directly comparable operator in terms of brewing scale, Belgian craft positioning, and multi-brand premium strategy.
• Trappistes Rochefort: Authentic Trappist brewery producing strong Belgian ales in limited volumes. Comparable to Chouffe in Belgian craft heritage positioning and premium specialty beer focus, with similarly strong international brand recognition.
• Het Anker Brewery (Gouden Carolus): Belgian family brewery in Mechelen producing Gouden Carolus and similar strong Belgian ales. Comparable in Belgian craft provenance, premium export positioning, and a comparable product mix (blonde, dark, winter, tripel).
• Huyghe Brewery (Delirium): Belgian family-owned craft brewery behind Delirium Tremens, Delirium Red, and a broad specialty portfolio. Closely comparable to Chouffe in Belgian craft identity, premium export focus, and lifestyle-led branding (the pink elephant vs. Chouffe's gnome).
• St. Bernardus Brewery: Independent Belgian abbey-style brewery in West Flanders producing strong blondes, dark ales, and Christmas/winter beers in the same ABV range as Chouffe (8–12%). Comparable in Belgian heritage-led craft positioning and international on-trade focus.
• Brasserie des Rocs: Independent Belgian craft brewery producing abbey-style ales with a similar specialty/SKU approach to Chouffe, including strong blondes, dark winter ales, and limited editions aimed at the international craft channel.

Broad incumbents

• Leffe (AB InBev): Belgian abbey-style beer brand owned by AB InBev with strong international distribution. Directly competes with Chouffe for Belgian blonde/shelf space in on-trade and retail channels globally.
• Affligem Brewery (HEINEKEN): Belgian abbey-style beer brand now owned by HEINEKEN. Competes with Chouffe on Belgian specialty blonde positioning but at much larger scale and broader global distribution through the parent's network.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/ChouffeBelgium
• Facebookfacebook.com/chouffebrewery
• Instagraminstagram.com/chouffe_belgium
• Xx.com/LaChouffeGnome

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Brasserie d'Achouffe