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Hofmeister returns to on-trade as premium Bavarian brand

Published:  14 October, 2016

The iconic Hofmeister lager brand is set to return to the UK on-trade after a 13-year hiatus.

A team of UK entrepreneurs has partnered with the fourth-generation family-owned Shweiger brewery on the edge of the Ebersberger Forest in Bavaria to re-establish Hofmeister as an authentic Helles lager.

Hofmeister will be brewed using traditional slow-brewing techniques using barley from the brewery's malthouse and hops from the Hallertau region. It will also comply with the 16th-century Reinheitsgebot, or German beer purity law, which stipulates that Helles lager can only be made from three ingredients: water, barley and hops.

Spencer Chambers, chief executive of Hofmeister, said: "Now more than ever, we are experimenting and enjoying craft beer - with the craft beer scene in the UK continuing its explosive growth. Hofmeister is iconic so it feels right to bring back the brand, but with an authentic Helles lager which appeals to our more sophisticated palates."

Hofmeister returns to UK on-trade

Andrew Marsden, chairman, said: "As one of the most loved TV ads of the 80s, people remember George the Bear with great affection. However times have moved on and so we are bringing back a more grown up brand which resonates with modern craft beer drinkers whilst still  retaining the spirit of George.''

Hofmeister has a 5% abv and will be available to the on-trade in 330ml bottles and 50L kegs from November 2016 through local and regional wholesalers such as Tolchards, Primo Drinks and Edwards Beers & Minerals, among others.