Written by Menswear Style in Food & Drink on the 8th November 2016

Following a 13-year hibernation, Hofmeister has returned with a brand new creation, look and taste. You might remember this iconic beer label from the 80s and 90s, but now it returns after 13 years with brand new recipe. Hofmeister is now an authentic Helles lager, made in Bavaria from the finest locally sourced ingredients available.

Hofmeister is an independent brewer with over 80 years of experience in speciality beer. Complying with ‘Reinheitsgebot’, the 500 year old German Beer Purity Law, Hofmeister is made from just three authentic Bavarian ingredients: pure mineral water, locally grown barley malted in the breweries own Malthouse based onsite and a unique mix of hops from the world-famous Hallertau region. At 5% ABV, it is slow brewed using a colder and slower process for up to four times longer, to ensure a refreshing, clean and easy-drinking lager.

Working with a fourth generation family-owned brewery nestled on the edge of Ebersberger Forest, Hofmeister’s new recipe is as Bavarian as it can be. Hofmeister is light golden blonde in colour, rich in flavour and with lower carbonation for a refreshing, balanced, easy-drinking lager. The return of this much-loved beer is thanks to a team of beer-loving British entrepreneurs who believe the time is right to bring the taste of a genuine ‘Bearvarian’ Helles lager to the UK audience.  

Spencer Chambers, Hofmeister CEO explains how “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.”

Andrew Marsden, Hofmeister Chairman adds: “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." 

So get ‘pre-beared’ for the brand new 100% Bavaria Hofmeister – available nationwide in pubs and bars from November 2016. Tweet @hofmeister_beer with #FollowTheBear for a chance to get your paws on a Hofmeister at one of their national tasting events, coming soon.

With quotes from Spencer Chambers and Andrew Marsden we look at the new Hofmeister Slow Brew Helles larger which followers the Reinheitsgebot law.