Hofmeister has struck its first major grocery retail listing as it looks to capitalise on the surge in demand for authentic continental lagers on supermarket shelves.
Booths is the first major retailer to list all of Hofmeister’s slow-brewed, cold fermented Bavarian lagers, which will go on sale in all its 25 stores.
The deal is described as “a major strategic boost” for Hofmeister that first became a household name thanks to its ‘Follow the Bear’ advertising in the 1980s and 1990s.
Since its revival in 2016 as a quality- brewed Bavarian Helles lager, made in the heart of Bavaria in line with 1516 Reinheitsgebot German beer purity laws, it has focused on gaining listings in the country’s premium pubs, bars and restaurants.
The company added that it now hopes to build on its success in the premium on-trade by gaining more listings with the big grocery retailers who are increasingly looking to centre their beer ranges around quality, premium authentic continental and world lagers.
Spencer Chambers, co-founder and chief executive of Hofmeister, said we are living in a time when quality and genuine value for money are paramount for consumers and major retailers alike when deciding which products to buy.
He added: “People are undoubtedly feeling the pinch and cash is tight for the vast majority of UK consumers. So how and where do you find value for those consumers?.
“The beer category allows you to enjoy a completely different beer-drinking experience if you are prepared to pay just a bit more to get a quality product that’s brewed with craft and expertise. That’s how consumers can unlock real and true value for money.”
Chambers explained: “Every bottle of Hofmeister is brewed and bottled by the independent, fourth-generation Schweiger Brewery situated in the heart of Bavaria.
“It all comes down to the quality of the raw ingredients, the 120 years the Schweiger family have put into perfecting how to make a quality lager and the time and love that goes into the seven weeks of actual brewing. All of that adds up to winning the world’s best brewery capable of making the world’s best lager.”
Hofmeister is backing its new premium grocery retail strategy with a £2m out-of-home advertising campaign, featuring its mascot George the Bear made famous by Hofmeister’s original television adverts in the 1980s.
