Hofmeister is celebrating winning Supreme Champion Brewer and Brewer of the Year Europe in the International Beer Challenge 2026 by striking its first major grocery retail listing as it looks to capitalise on the surge in demand for authentic continental lagers on supermarket shelves.Booths is the first major retailer to list all of Hofmeister’s breakthrough slow-brewed, cold fermented Bavarian lagers as they go on sale in all its 25 stores.
The deal is a major strategic boost for Hofmeister that first became a household name thanks to its ‘Follow the Bear’ advertising in the 1980s and 1990s. Since its revival in 2016 as a quality- brewed Bavarian Helles lager, made in the heart of Bavaria in line with 1516 Reinheitsgebot German beer purity laws, it has focused on gaining listings in the country’s premium pubs, bars and restaurants.
It now hopes to build on its success in the premium on-trade by gaining more listings with the big grocery retailers who are increasingly looking to centre their beer ranges around quality, premium authentic continental and world lagers.
Spencer Chambers, co-founder and chief executive of Hofmeister, said we are living in a time when quality and genuine value for money are paramount for consumers and major retailers alike when deciding which products to buy.
“People are undoubtedly feeling the pinch and cash is tight for the vast majority of UK consumers. So how and where do you find value for those consumers?” asked Chambers.
“The beer category allows you to enjoy a completely different beer-drinking experience if you are prepared to pay just a bit more to get a quality product that’s brewed with craft and expertise. That’s how consumers can unlock real and true value for money.”
He added: “Every bottle of Hofmeister is brewed and bottled by the independent, fourth-generation Schweiger Brewery situated in the heart of Bavaria. It all comes down to the quality of the raw ingredients, the 120 years the Schweiger family have put into perfecting how to make a quality lager and the time and love that goes into the seven weeks of actual brewing. All of that adds up to winning the world’s best brewery capable of making the world’s best lager,” he added.
The desire to give customers a genuine opportunity to “drink less, but better” is why Chambers believes the major supermarket chains are increasingly looking to ditch under-performing mainstream beer brands and carve out space for traditionally brewed authentic continental and world lagers.
It’s why Hofmeister believes the time is right for it be targeting the grocery retail sector for the first time.
“Because of that market shift it allows us to sit in the right space in supermarkets at the right price point. The market has moved directly to our quality, premium footprint,” he added.
Hofmeister is particularly delighted to be working with the award-winning drinks team at Booths that was named Drinks Buying team of the year at the Drinks Retailing Awards 2026.
“Booths has built its success on backing and working with quality producers that offer their customers not only the best products, but at great value too. We are delighted it has put its faith in our range of Hofmeister authentically brewed Bavarian lagers,” said Chambers.
Pete Newton, Booths’ award-winning beer buyer, said: “We are delighted to bring such a well-loved and well-known beer brand to our Booths’ customers for the first time. It is great to see Hofmeister not only back in the UK beer market, but with a level of quality that makes it one of the most sought-after continental lagers in the world.
“Booths works tirelessly to offer our customers the best quality beers following rigorous taste tests for freshness and quality, backed up by the reputation of the brewery they come from and the care and attention that goes into the production process, the story behind the beer and what it looks like on shelf. Hofmeister ticks all those boxes.”
Booths will be listing the recently brewed and packaged new Hofmeister 500ml bottle, which is the traditional format and size sold in Germany and across Europe.
Hofmeister is backing its new premium grocery retail strategy with a £2m out-of-home advertising campaign, featuring its mascot George the Bear made famous by Hofmeister’s original television adverts in the 1980s.
A new series of billboard advertising featuring a grown up, more sophisticated George the Bear, will be rolled out in key target areas of the country in the autumn in time to support the brand in the build up to Oktoberfest and a key sales period for the brand – particularly across its premium on-trade accounts.
Being named Supreme Champion Brewery and Brewery of the Year Europe in the International Beer Challenge 2026, where Hofmeister Weisse was also crowned Best Wheat Beer and 0.5% Bearly Any won gold, cements Hofmeister’s position as one of the most revered, respected and awarded quality, genuine continental lager brands in the market. It has also previously won the World’s Best Lager in the International Wine & Spirit Competition (IWSC) Beer Awards for its Hofmeister Helles.
“After 13 years out of the UK beer market, Hofmeister is now celebrating what is a remarkable 10-year anniversary for the resurgence of a British-owned, quality authentic beer brand that has gone from being an 80s punchline to being the sector’s Supreme Champion Brewery,” said Chambers.
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