As fruit beer gains momentum, Co-op has announced a nationwide listing of Chouffe Cherry. 

Chouffe said the listing follows the beer’s strong momentum, with volumes up more than 50% year on year compared with the same period in 2025. 

The latest in a series of announcements from the brand, Chouffe recently launched a 0.0% version of its flagship beer, alongside securing several new supermarket listings. 

On the partnership with Co-op, the Belgian brewer said the move strengthens its presence in the convenience channel. 

It added that convenience retail is increasingly becoming a destination for product discovery. 

Aimed at shoppers seeking something both approachable and adventurous, the rollout will be supported by Chouffe Cherry’s inclusion in Co-op’s current in-store promotional campaign. 

Martin Lockley, national account controller at Duvel Moortgat UK, said: “Chouffe Cherry has become one of the standout beers within our portfolio, attracting shoppers who are looking for something genuinely different without compromising on quality or authenticity. 

“As convenience retailers continue to play a growing role in premium beer discovery, Co-op is the ideal partner to help us reach more consumers. Whether they are picking up drinks for a social occasion, treating themselves at the weekend or simply looking to discover something new during their regular shop.” 

Meanwhile, Andrew Birdsey, senior buying manager of beer and cider at Co-op, added: “We’re always looking to bring exciting, trend-led products to our customers and Chouffe Cherry is a fantastic addition to our beer range.”