BRA
HOFME
Hofmeister look
Investors now have the chance to join the
H
ofmeister, the revamped Bavarian premium lager brand, has launched a crowdfunding campaign to attract investors. The brand was brought back to life by two British drinks entrepreneurs, Richard Longhurst and Spencer Chambers, who acquired it from Heineken in 2016. They then travelled to Bavaria to find a local brewery that could help reinvent it as an authentic, locally brewed super high quality Helles lager made in line with Germany purity laws that date back to 1516. The brand believes there is a gap in the market to catapult a Bavarian beer to the same level of success seen by its counterparts from other European countries. Despite Bavaria being a brewing powerhouse visited by more than six million people each year just for Oktoberfest, its beer is missing from the premium world lager brand line-up. Hofmeister is the fourth most recognised brand by UK consumers in the premium world lager category, according to new independent research, despite only returning to these shores four years ago. The brand has also won exclusive accounts at St. Pancras Renaissance Hotel and The Connaught Hotel, with off-trade listings
including Ocado, Virgin Wines, Drink Supermarket, and Beer Hawk. The brand also believes Hofmeister is ideally placed to help lead the
28 I SLRMAG.CO.UK / ISSUE 84 WEDNESDAY 1ST DECEMBER 2021
fast-growing premium world lager category, currently worth £2.5bn in the UK on-trade, with premium beer categories bucking overall beer trends, growing in volume and value, as consumers are
