We want Hofmeister to be the UK’s best loved premium lager - a world class beer with a smile on its face.
Business overview
Location | Dorking, United Kingdom |
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Social media | |
Website | www.hofmeister.co.uk |
Sectors | Food & Beverage Non-Digital Mixed B2B/B2C |
Company number | 09925185 |
Incorporation date | 21 Dec 2015 |
Investment summary
Business highlights
- 538% turnover growth in the past two years*
- Twice as many pouring outlets at the start of 2023 than last year
- 22 industry awards for quality inc. IWSC’s World’s Best Lager
- High calibre team with many years drinks industry experience
Key features
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.




Substantial accomplishments to date
- 538% turnover growth in the past two years.*
- Kicked off 2023 with twice as many outlets pouring Hof than the year before.
- Won 22 industry awards for quality since relaunch including IWSC’s World’s Best Lager, Gold at the European Beer Challenge for the past four years and a top 3 star rating in the Great Taste Awards for our Weisse beer.
- Fourth most recognised brand to UK consumers in the premium world beer category**
- National wholesale listings with LWC Molson Coors and Matthew Clark, alongside a strong network of regional wholesalers.
- Created ‘Hoftoberfest’ as a key calendar event and supported 226 parties for new and existing outlets to celebrate Oktoberfest.
- Won listings in exclusive accounts such as The Connaught Hotel, the St Pancras Renaissance Hotel and the Crazy Bear.
- Secured listings in outlets for City Pub Company, Metropolitan Pub Company, Fullers, Brunning and Price, Cheshire Cat Pubs and Bars and LRLC.
- Launched award-winning new lines - Hofmeister Weisse and Ultra Low.
- Chosen as the premium German lager by Lufthansa for their first class & business lounges
- Gained off-trade listings that include Ocado, Jeraboams, Drink Supermarket and Beer Hawk.
- Partnered with award-winning global creative agency BBH to deliver a planned multi-media brand relaunch campaign across 2023.
*Based on unaudited management accounts
**Based on a survey of over 2000 people commissioned by Hofmeister, and carried out by Yonder, an award-winning data collection company



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.


Use of proceeds

People and systems:
We will expand our growing team of regional Sales Managers to establish a presence across the whole UK. Investment in a new CRM system to enable efficient prospecting and account management.
Targeted consumer digital marketing & PR:
We will put significant investment into a brand relaunch that will see us work with BBH, our creative agency partners, to deliver a high profile multi-media launch campaign across OOH, digital and national media to bring back George the Bear and communicate the more elevated experience Hofmeister now brings to consumers.
Trade Marketing:
We will continue to invest into launching our beer in new outlets pouring Hofmeister. We want to excite staff and consumers alike, ensure quality and add an injection of the personality that we want to be known for.
Hardware:
Our exceptional beer sits alongside fonts, glassware and mobile bars of outstanding quality. We will continue to invest in production of this hardware to support rapid growth of distribution.

Investor Perks

Please see the documents section to download the Investor Perks.
Please note that any discounts, rewards and/or offers listed by a company in its campaign are subject to the terms and conditions applied by that company and listed above. It is the company’s responsibility to honour such discounts, rewards and/or offers and Seedrs does not take any responsibility for them.
Key Information
Outstanding Debt
Hofmeister Enterprises has a Government backed Bounce Back Loan of £50,000 with an interest rate of 2.5%. The first repayment of £887.37 was made on 12th July 2021 and the final repayment will be made on or around 12th June, 2026.
The funds raised as part of this round will not be used to repay the loan.
Invoice Discounting Facility
Hofmeister Enterprises has an Invoice Discounting facility with HSBC to help cash flow. This enables them to access 85% of the gross invoice value that they raise against product delivered to a customer, within 24 hours. This allows them to turn 85% of invoiced sales into working capital almost immediately. When the invoice is paid, HSBC are repaid the 85% and Hofmeister retains the 15% balance.
There is a small charge for this service which is 0.75% of the invoice value.
HSBC Invoice Finance have a Fixed and Floating Charge security in place on this as protection.
Direct Investment Disclosure
£492,500 of the direct investment reflected into this campaign was received by the company between the 04/10/22 and 30/12/22.
Company Structure
Hofmeister Enterprises Ltd is a 100% wholly owned subsidiary of The Hofmeister Brewing Company Ltd and controlled by the same Board of Directors.
Investors are investing into the TopCo, the Hofmeister Brewing Company.
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