Hofmeister has launched a £600k crowdfunding campaign – and resurrected its mascot George the Bear.
The once-prominent beer brand, which was resurrected as an upmarket Bavarian pilsner in 2016 after being off the market for 13 years, said it planned to use the funds to grow its sales team and invest in new hardware, along with targeted digital marketing and trade marketing to “bring the brand to life and excite staff and consumers”.
The campaign – which launched this week on Seedrs.com – would allow investors to buy “exactly the same type of shares as the owners’ shares” for £4 each, it said.
Investors would be backing “a multi award-winning and fast-growing business, which has tripled turnover and the number of stockists in the last 12 months alone and is now worth £9.3m”, it said.
The team had “spotted a clear gap in the market to catapult a Bavarian beer to the same level of success seen by its counterparts from other European countries”, it added.
The brand has also brought back an “older, wiser” version of its mascot, George the Bear, to “spearhead” the campaign and “help it achieve its goal of £10m turnover by 2025”.
It has produced a chat show-style video, in which George discusses why people should invest in the brand.
Hofmeister joint-CEO Spencer Chambers said the campaign presented “a fantastic investment opportunity thanks to our winning combination of a strong and iconic brand, a solid plan, an extremely high-calibre team and a highly successful category.
“We are quickly approaching our minimum raise target of £600k and it looks like we will have pledges of investment well beyond that amount – if that is the case, then the full amount of share investment will be allotted.”
Overfunding would be used to accelerate the brand’s growth strategy, he added.
Last November, Hofmeister raked in £350k from private investors to fund its expansion.
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