Joined in 2023 
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63 About this deal
The new revamped range means it is ready to push on and really make its home in the best premium outlets in the country, according to Francis and Venters. Partnered with award-winning global creative agency BBH to deliver a planned multi-media brand relaunch campaign across 2023. Won 22 industry awards for quality since relaunch including IWSC’s World’s Best Lager, Gold at the European Beer Challenge for the past four years and a top 3 star rating in the Great Taste Awards for our Weisse beer. But when a spate of beer mergers in the 1990s prioritised other brands, Hofmeister was quietly forgotten. In 2003 Hofmeister was brewed for what was believed to be the last time - however, that was not the end of the story.
Hofmeister won notoriety in the 1980s and 90s thanks to its “Follow the bear” TV advertising campaign, fronted by George, a laddish fur ball who claimed Bavarian heritage despite having no links to the southern German region. We are building an off trade business through online retailers, craft bottle shops and high end wine merchants/off licences where our premium price point and positioning is upheld.The Piccadilly Circus advertising will run from April 3 to Easter Sunday and will see George the Bear take over the complete hoarding for 40 seconds every hour and hopes to attract over 3 million views in total. They hit upon award-winning fourth-generation brewery Schweiger, on the edge of the Ebersberger forest, which uses local Hallertau hops, natural spring water and barley from nearby farmers.
People get excited by a heritage brand and it could give them traction and make people interested in it but one wonders whether it’ll carry with hipsters into craft beer. The new incarnation of Hofmeister is brewed according to the the Reinheitsgebot, a 1516 purity law that restricts permitted ingredients of beer to water, hops and barley. In 2017, Hofmeister won the Best Lager award at the International Wine & Spirits Competition (IWSC), becoming the first lager to be given five stars at the awards. [7] [8] Production [ edit ]
Drinks industry veterans Richard Longhurst and Spencer Chambers sourced the new brew from the award-winning fourth-generation Bavarian brewery Schweiger, on the edge of the Ebersberger forest, which uses local Hallertau hops, natural spring water and barley from nearby farms. Hofmeister was revived last year by two entrepreneurs hoping to capitalise on British drinkers’ familiarity with the name, while abandoning its “Eurofizz” reputation and recipe. We have won distribution into overseas markets where we are seeing Hofmeister perform very well. We look to further expand exports with distributors who have access to the parts of their local market that will suit our premium offering. Use of proceeds
Gill said: “I was around at the birth of George at Hofmeister at a time when beer advertising was hugely popular, in the days before social media when everyone was talking about it in the office. We live in a very different world now and much of the humour and irreverence about beer advertising that we all loved, has sadly gone. The time has come for a great beer campaign and we’re very excited about it.”They have a beer, a brand and a plan that can make Hofmeister the most compelling beer brand in the market.”
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