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Hofmeister brings Bavaria to the UK this Oktoberfest
George the Bear is back, but he’s swapped the snooker hall for the Bierhalle as Hofmeister celebrates its authentic beer from Bavaria.
A shiny tracksuit, a pork pie hat and the catchphrase ‘Follow the bear’: drinkers of a certain age will know Hofmeister’s distinctive branding from its heyday in the 1980s and 1990s. Led by its mascot, George the Bear (who, it was said, had escaped the Bavarian Forest), Hofmeister emerged as a favourite in the UK, becoming the nation’s fourth most popular beer by 1990.
George was portrayed as a pint-drinking, snooker-playing lothario with an East End accent. Despite the nod to Bavaria, Hofmeister used to be made in the UK with British ingredients. The narrative, in fact, was that George’s grandfather was the Bavarian bear on the label. George himself had run off for adventure in the British capital.
After its multinational owner discontinued the brand in 2003, the beer was not seen on shelves for more than a decade. Yet George the Bear still had a special place in the hearts of the UK’s beer drinkers. Two of them, Richard Longhurst and Spencer Chambers, decided in 2016 that they could bring him back.
“George the bear was an icon, still remembered fondly to this day… but the beer was very much not,” explains Chambers. “Richard Longhurst and I were talking one day and the idea came up – what if we could give this iconic brand an equally world-class beer to match and it all started from there.”
Back to Bavaria
The founders’ approach was to return to George the Bear’s heritage, and the beer’s original inspiration. Bavaria has a well-earned reputation as one of the world’s great beer-producing regions. With centuries of expertise, as well as 500-year-old laws mandating the purity of its beers, it seemed the perfect place to craft Longhurst and Chambers’ ideal beer.
After investigating several sites, the pair settled on a fourth-generation private family brewery. Central to that decision was the brewery’s access to high-quality, authentic ingredients. Its mineral water comes from an underground lake beneath the Ebersberger Forest. Its hops grow in the Hallertau, north of Munich, and near Lake Constance, on the Swiss border. The barley, which they malt on site, is sourced from neighbouring farmers. With an addition of yeast to run the fermentation, those are the only ingredients.
Similarly, the brewing process values authenticity and simplicity. The fermentation, for instance, uses a specially selected strain of yeast specifically matched the brewery’s needs. It also brews very slowly, cold-fermenting at 0°C for up to seven weeks, a process the brewers believe enhances the crisp, clean profile of the lager. Even the filtration process is a traditional method, with the added bonus of being vegan.
Compared to the marketing-led push of the 80s and 90s, it is a very different approach. Yet, after only eight years, Hofmeister’s premiumisation strategy has paid dividends. Alongside securing high-quality on-trade listings, Hofmeister has won a host of awards for its range, including Gold and Master medals at the Global Beer Masters, a coveted 3 stars at the 2024 Great Taste Awards for its Weisse wheat beer and and Best Lager for its Helles at the International Wine & Spirits Competition.
As Spencer summarises: “Our Helles is everything an outstanding Bavarian lager should be – a malty, biscuity taste up front, followed by aromatic, spicy hops and a bone-dry, refreshing finish that’s delicious.”
Celebrating the brand
Unsurprisingly, Oktoberfest activities are a highlight of the Hofmeister calendar, allowing it to put a spotlight on the Bavaria and the beer’s heritage and quality. The traditional trappings also provide an opportunity to have fun with the beer’s playful branding.
This year, Hofmeister is partnering with over 150 pubs and bars nationwide to host a series of ‘Hoftoberfest’ parties featuring classic 2-pint steins of its Helles along with themed food and games. The venues, spanning the length and breadth of England, can be found here.
“For us it had to be Bavaria,” says Spencer. “Like so many things, if you want to make something that’s world-class then there are certain places that stand out and, of course, Bavaria, the birthplace of lager, is one of those.” While the ‘Hoftoberfest’ parties are an excuse to have fun, they are also a vital tool to remind the UK’s beer drinkers that Hofmeister’s quality has been transformed.
As for George the Bear, he has likewise undergone a makeover. Although the rebrand initially kept him out of the picture, George has now returned with a classier look, even taking over Piccadilly Circus last year. Much like Hofmeister, a radical change brought him into the 21st Century. You can, it seems, teach an old bear new tricks.
To find out more about Hofmeister, follow the bear to www.hofmeister.co.uk
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