“But how did the name “Chouffe” come about? An important question, because selling a product starts with a name that’s easy to pronounce.” – Chris Bauweraerts, o-founder of the Achouffe Brewery (“My Chouffe Story” 2012)
“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.
“It’s probably the question I’m asked most often in my life, and will be asked most often in the future” – Chris Bauweraerts, Co-founder of the Achouffe Brewery (“My Chouffe Story” 2012)
Why a dwarf?
“NO FAT MONK ON THE BOTTLE!” “
At the time (and still sometimes today) characterful beers were associated with an image of an abbey and a paunchy monk… even if the drink didn’t have a religious origin. The founders of the Achouffe Brewery wanted something different, something more likeable.
ONE MAN’S LOSS IS ANOTHER MAN’S GAIN
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 dwarf spying on a farm through the long grass.
“A DWARF ON THE LABEL, NOW THAT’S AN IDEA!“
The 1st drawing of the dwarf Marcel then appeared in April 1983.