Relaunch of a UK favourite
A six-foot tall bear with a comical pork pie hat. For those of a certain age, Hofmeister Beer and its mascot George the Bear are remembered fondly. By 1990 it was the fourth best-selling beer in the UK with the famous TV ads being the last directorial work ever done by Orson Welles.
But when a spate of beer mergers in the 1990s prioritised other brands, Hofmeister was quietly forgotten. In 2003 Hofmeister was brewed for what was believed to be the last time - however, that was not the end of the story.
In 2017, Hofmeister took a bold and brave step. Friends and now joint CEOs, Spencer Chambers and Richard Longhurst, had a hunch that there was enough latent affection for Hofmeister for it still to be worth something. They reached an agreement with Heineken to buy Hofmeister outright and relaunch the brand. This time though the bear had grown up.