La Chouffe

The story begins in the late 1970s, in the middle of the Vallée des Fées (the Valley of the Fairies), when two brothers-in-law, Pierre Gobron and Chris Bauweraerts decided to create their own beer in the garage belonging to Chris’ mother-in-law. With the little money they had at the time, they began what the brewery’s fans now call the “Chouffe Story”. The 1st brew of 49 litres was produced on 27 August 1982.

“CHOUFFE DOESN’T MEAN ANYTHING!”

During a lunch break, one of Chris’ colleagues said with his mouth full “You should call your beer Oumpf!” “Oumpf” retorted Chris, his colleague swallowed his mouthful of food and for the first time came out with the word “Chouffe”. It meant absolutely nothing, but after sleeping on it for a few nights and pondering over it, Chris was convinced. His co-founder had the same first reaction as he did “Chouffe doesn’t mean anything!” But he too, after a few nights of reflection, changed his mind.

So they launched this word that meant nothing into the world.

Following a tornado that caused a lot of damage to the little Ardennes village of Léglise on Monday 20 September 1982, a charity event was organized with the aim of raising funds to help the victims. Chris was watching the auction of paintings by local artists on the television when he spotted a watercolor depicting a gnome spying on a farm through the long grass.

“A GNOME ON THE LABEL, NOW THAT’S AN IDEA!“

The 1st drawing of the gnome Marcel then appeared in April 1983. As the brewery grew, so did its family of gnomes. Marcel (La Chouffe) and Malcolm (Mc Chouffe) found themselves joined by new companions including Matthew (Houblon Chouffe) and now Micheline (Cherry Chouffe)! Each gnome represents one of the beers in the range, and each has their own story and characteristics.