Sophie Massart

How to Reposition a Strong, Beloved Brand: The Chouffe Story

Summary

Chouffe has been iconic in the beer world for over 40 years, with its distinct gnome label instantly recognizable to beer lovers worldwide. This year, the brand is embarking on an exciting journey of repositioning, shaping a clear, consistent identity while reinforcing the gnome’s role as the brand’s core symbol. The goal is not only to engage a younger, more diverse audience, but also to diversify the brand’s portfolio. In this presentation, Sophie will walk you through the process of brand renewal, sharing insights into the strategy, challenges, and creative steps taken to ensure Chouffe’s continued success for the next 40 years and beyond.

Biography

Sophie Massart is the Global Brand Manager for Chouffe, the iconic Belgian beer brand from the Ardennes, known for its gnome mascot. Since 2015, Sophie has been responsible for the brand’s global strategic direction, growth, and success. She manages the marketing lifecycle, ensuring consistency across diverse international markets. Chouffe has been part of the Duvel Moortgat family since 2006, where Sophie works alongside a global marketing team that also oversees brands such as Duvel, Liefmans and Vedett.