Hofmeister

Idea

Introduction

Demand for premium world beers, worth £3.8 billion in the UK on-trade, has gone up. Now it's the single largest selling category with a value share of 30.3% of the total beer market in 2022, up four percentage points on the same period the year before.

Yet Bavaria, that brewing powerhouse visited by over 6 million people each year just for its Oktoberfest is missing, in any meaningful way, from the global world beer brand line up. Italy, Spain, Czech Republic and Belgium are all well represented, but ask your average beer drinker in the street if Bavaria makes wonderful beer and they nod their head, ask them to name one and they scratch it.

Once the fourth biggest selling beer brand in the UK with a brand valued at £100m, today Hofmeister still enjoys over 40% brand awareness amongst UK adults in its category**. Now as consumers look to upgrade their drinks, we're ready, with the help of our iconic bear George, to fill the Bavarian sized gap in the premium world beer market.

Monetisation strategy

On trade:
Selling Hofmeister Helles, Weisse and Ultra Low into on trade outlets across pubs, bars, restaurants, hotels & clubs in both draught keg and bottle format. Hofmeister is already on sale in over 323 of these accounts and is growing rapidly.

Off trade:
We are building an off trade business through online retailers, craft bottle shops and high end wine merchants/off licences where our premium price point and positioning is upheld.

Ecommerce:
We have our own online direct to consumer e-commerce presence offering all our beers and merchandise, this is a significant area of our business in which we plan further investment as our customer base grows.

Export:
We have won distribution into overseas markets where we are seeing Hofmeister perform very well. We look to further expand exports with distributors who have access to the parts of their local market that will suit our premium offering.