Published on April 17, 2026
La Chouape: From grain to glass, the expression of a proud and living terroir
In Saint-Félicien, where the Ashuapmushuan River winds its way through the heart of the Jeannois landscape, a microbrewery cultivates much more than barley. It cultivates a legacy. Founded in 2007 by Louis Hébert and Marie-Ève Séguin, La Chouape was born from a project nurtured with patience: three years of preparation, training, and apprenticeships in Europe before returning to Lac-Saint-Jean to bring a deeply rooted vision to life. Today, that vision lives on, as the business was taken over in 2022 by Louis's brother, François-Daniel, ensuring the continuity of this family legacy.
Its name pays tribute to the river that runs through the municipality, but its identity reaches even further back in time. La Chouape carries on the tradition of a family of master grain growers established in the region since 1881. Today, it is the sixth generation that operates the Hébert farm. This direct connection to the land is more than a symbol — it concretely shapes every beer brewed on site.
A pioneer brewing farm
From the outset, the challenge was bold: to grow their own grains under organic farming practices. La Chouape is thus among the first brewing farms in Québec. This grain to glass approach allows them to oversee the entire production chain and to craft beers intimately tied to their expertise.
This commitment to integrating Québec-grown raw materials at the heart of their operations earned them the Prix Terroir d'ici 2024, awarded by the Association des Microbrasseries du Québec. This distinction highlights the significant role the microbrewery plays in promoting and developing local ingredients, both in its beers and through its collaborations and overall offering. The organic lineup, certified by Ecocert Canada, also includes five flagship products that have been brewed for over 15 years. Among them, the Rousse bio stands out as the classic staple and best seller. Rounding out the core range are seasonal and limited-edition creations: beers featuring northern wild berries, IPAs paying homage to hockey legends, farmhouse saisons inspired by agricultural heritage, light and approachable summer beers, and special editions aged in oak barrels. This diversity speaks to a genuine balance between tradition and exploration.
Growing through challenges
The journey, however, has not been without obstacles. In the early 2000s, introducing craft beer to a clientele still largely unfamiliar with the style was a real challenge. Building a distribution network and a circle of partners to ensure province-wide presence took time and steady effort. The arrival of many new microbreweries in Québec intensified competition, but it also spurred innovation and reinforced La Chouape's distinctive positioning: uncompromising quality, agricultural roots, and a commitment to sustainable development. The pandemic, for its part, pushed the company to show agility and to strengthen its ties with its community.
A Story of conviction
La Chouape's success rests on solid pillars: the quality of local ingredients, the authenticity of its approach, responsible organic farming practices, and a deep respect for the land. A pioneer that remains true to its roots, the microbrewery now embodies a coherent vision where agricultural expertise and brewing creativity come together. In Saint-Félicien, La Chouape continues to shine a light on Québec's terroir — one beer at a time.
