Duvel is aiming to be the top-supplier of Belgian imports, which would require “eclipsing a 27% share,” Duvel USA chief commercial officer Bobby Dykstra shared with distributors earlier this month.
Duvel currently sits at a 13% share, split between the Duvel (7.5% share) and Chouffe (6%) brand families. The goal in 2026 is to reach a 15% share, which “will require continued growth from Duvel and Chouffe.”
Those growth goals come as Duvel USA recently underwent an organizational change to separate its craft and import sales and marketing teams to “sharpen our focus, go deeper in each category and better support you in the market,” president Sera De Smedt announced during the distributor meeting video.
In 2026, the plan is to maintain the growth of Duvel 4-packs bottles with a target of 3% or better growth by increasing distribution and chain velocity, Dykstra said.
“We are at 8,800 points of distribution,” he continued. “With grocery gains, let’s aim to hit 10,000 by the end of the next year.”
Duvel will add La Chouffe Framboise (7% ABV), made with real raspberry juice, in March. Duvel has “1,500 points of distribution locked into our sights,” Dykstra said, adding that those gains would make it equal to Chouffe Cherry.
Meanwhile, La Chouffe draft grew 86% in 2025, with the addition of 400 draft lines, Dykstra said. Company leaders called Chouffe draft among the “biggest opportunities” for the brand at the right price.
“Let’s add another 400 in 2026,” Dykstra added.
Quick Hits:
- Duvel 6.66% will transition from bottles to 11.2 oz. can 4-packs;
- Duvel is also getting in on the partnership action with a Fandango beer and a movie gift pack, which features two Duvel 750ml bottles and a free rental.
Catch up on Brewbound initial coverage of Duvel’s meeting:
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