Chouffe tastes even better when it’s shared in good company. There are so many gnomes in the Valley of the Fairies who enjoy Chouffe that there isn’t always enough to go round with a 33cl bottle.
This is why, in 2005, they played one of their best tricks on us: in the dead of night, they sneaked into the brewery to replace the 33cl bottles with other bottles, these ones much larger than the gnomes themselves. By the time the master brewer had noticed anything was amiss, several Big Chouffe had already been bottled.
He was pleasantly surprised by the idea, and it was decided that these mammoth 1.5-litre Chouffe bottles would be sold as collector’s items, with a different artist chosen to illustrate the back label each year.
They may be small in stature, but the gnomes see it big! They are always looking for ways to share La Chouffe with even more people. So, why not produce magnum bottles? And if only those one-and-a-half litre bottles featured an original illustration every year?
2024:
Since 2005, every edition of Big Chouffe has featured an illustration by a renowned illustrator. This year, Brasserie d'Achouffe asked Herr Seele, the illustrator of Cowboy Henk, to unleash his creativity on the world of Marcel the gnome.
Marcel is off to meet some colourful and surprising creatures for the 2025 edition of the famous Big Chouffe. Let’s take a walk through a mysterious forest and discover the world of Hell’O Collective.
For the first time, Chouffe has called on a collective of artists!
Since 2005, the back of Big Chouffe bottles has featured a different artist every year. Little by little, this tradition has become an eagerly awaited annual event, both for Chouffe fans and for the artists invited.
This year, we’re combining authenticity and innovation by calling on the Hell’O Collective, a duo of artists made up of Antoine Detaille and Jérôme Meynen. For over 10 years, the collective has been building a shared universe of poetry, fantasy and imagination, ranging from large-scale murals in the public space to more intimate works for exhibitions and graphic collaborations.
“During our research into Marcel’s portrayal, we were amazed to discover that there was such a huge fan community around Marcel the gnome. We didn’t realize that there was such a passion for this beer mascot.
Marcel, the legendary gnome of the Chouffe brand, has been a beloved figure across generations and around the globe. Now, we’re bringing him into our world, inviting him to become part of our story.
In this design, Marcel wanders peacefully through the forest, discovering winding paths that lead him to unknown worlds. At the bend in the path, he enters the fascinating world of the Hell’o, populated by strange, colourful creatures with surprising shapes. As he explores the plant world, he meets mischievous creatures with long noses and pointy hats, who greet him with curiosity. Friendships are quickly forged, and together they celebrate life’s little joys with laughter and festivities.”