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The increasingly mainstream “ craft beer revolution” has put the emphasis on quality and authenticity. Accordingly, Longhurst and Chambers toured Bavaria in search of the best Helles lager they could find. In keeping with the new premium, authentically Bavarian, slow brewed Hofmeister, the new look George is a grown up, classier, sophisticated version of his former ‘geezer’ pork pie wearing hat version, that helped make him a household name in his heyday in the 1980s when millions of beer drinkers took up his call - “for great lager, follow the bear”. The funds raised as part of this round will not be used to repay the loan. Invoice Discounting Facility To launch any new brand is a challenge, but to have the springboard of an existing brand character gives you a fantastic start. I am feeling supremely confident it’s going to be a really successful campaign. The world needs a smile right now.” Richard Longhurst and Spencer Chambers, two of the investors who are part of the team behind the reborn Hofmeister. Photograph: Nigel Davies/Hofmeister
Hofmeister uses spring water from Schweiger's well, as well as locally grown barley and hops from the Hallertau region. The beer is slow brewed and light golden blonde in colour, with low carbonation. The product is imported from Bavaria for sale in the U.K.Hofmeister Enterprises has an Invoice Discounting facility with HSBC to help cash flow. This enables them to access 85% of the gross invoice value that they raise against product delivered to a customer, within 24 hours. This allows them to turn 85% of invoiced sales into working capital almost immediately. When the invoice is paid, HSBC are repaid the 85% and Hofmeister retains the 15% balance.
Hofmeister Helles is made according to the ancient Reinheitsgebot German beer purity law by a 4th generation family brewery who are one of only four certified slow brewers in this historical brewing region. Using only three local ingredients; pure mineral water, locally grown barley and Hallertau Hops, Hofmeister beer is laagered slower at zero degrees for a fresh, crisp, Helles lager with an ABV of 5%. who understand these risks. Tax treatment depends on individual circumstances and is subject to change in Seedrs platform, and any investment decision should be made on the basis of the full campaign. Full campaignsWe will continue to invest into launching our beer in new outlets pouring Hofmeister. We want to excite staff and consumers alike, ensure quality and add an injection of the personality that we want to be known for. Whilst Francis and Venters both remember the brand fondly from its heyday – Francis even listed and sold it in his days at Courage – they have invested because of its potential and exciting future. Venters said: “Richard and Spencer have done a fabulous job taking it to where it is. It’s now a case of evolving its brand positioning and distribution. 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. They now have the chance to follow a new, grown up George the Bear and enjoy a quality, authentic Bavarian-slow brewed Hofmeister Helles lager.
A six-foot tall bear with a comical pork pie hat. For those of a certain age, Hofmeister Beer and its mascot George the Bear are remembered fondly. By 1990 it was the fourth best-selling beer in the UK with the famous TV ads being the last directorial work ever done by Orson Welles. 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. George the Bear’ who helped the brand become one of the top selling beers of the 1980s and early 1990s alongside the catchline “for great lager, follow the bear” is set to return as a “grown up, classier, sophisticated” bear compared “his former ‘geezer’” version, the company has stated. From the 1980s to 2003, Hofmeister was a 3.2% alcohol by volume pale lager produced by Scottish & Newcastle (later Scottish Courage). In 2007, Heineken International and Carlsberg jointly acquired Scottish & Newcastle, including the Hofmeister brand. [1] [2] [3] Its premium strategy has seen it achieve over 500% increase in revenues and sales in the last two years as it continues to target the most aspirational and premium venues in the country.
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They have not just invested in the brand, but will be taking an active role in helping to develop it, with Venters focused on building Hofmeister’s brand credentials, whilst Francis lends his expertise to how it targets and grows its distribution. The brand was eventually retired in 2003 as its reputation and popularity plummeted and it struggled to compete with imported European lagers.
They believe its quality and premium credentials make it an ideal brand for each trade channel it is sold in to because it offers operators consistent high margins with no reason to discount. 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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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. It is being supported by a carefully targeted newspaper campaign in the Financial Times and How To Spend It magazine to really show how discerning and business like George The Bear has become - C-suite readers that are the same target audience as the revamped Hofmeister. They can look forward to seeing George like never before as he shows off his new sophisticated look in a high end fashion shoot. Hofmeister Brewing Company was relaunched in 2017 by co-founders and friends, Richard Longhurst and Spencer Chambers. Now British owned and proudly independent, its signature beer, Hofmeister Helles, is an authentic imported Bavarian lager that’s slow brewed and cold fermented in the heart of Bavaria.
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