La Chouffe

“But where did the name “Chouffe” come from? This is an important question because selling a product starts with a name that is easy to pronounce.” – Chris Bauweraerts, co-founder of Achouffe Brewery (“My Chouffe Story” 2012)

“Chouffe means nothing!”

During lunch break, one of Chris’s colleagues said with his mouth full, “You should call your beer Oumpf!” “Oumpf,” Chris replied, his friend swallowing a bite of food and came out for the first time with the word “Chouffe.” It meant absolutely nothing, but after sleeping on it for several nights and thinking about it, Chris was convinced. His co-founder reacted the same as him: “Chouffe means nothing!” But he too, after several nights of reflection, changed his mind.

So they released this word that meant nothing to the world.