Supplying the brewing, food and beverage industry.

Hofmeister Leads The Way With A New Digital Lens


The Hofmeister Brewing Company is leading the way for bar technology and innovation by being the first UK brand to employ Micro Matic’s digital lens to promote its award-winning lager.

Hofmeister Helles was revived in 2015 by co-founders Richard Longhurst and Spencer Chambers; the independently owned brand is brewed, following the 1516 Reinheitsgebot Beer Purity Law, in the heart of Bavaria. Hofmeister sits in the craft beer market but has mainstream recognition due to its roots as a big brand in the 1980s and 1990s.

After winning a number of awards, including ‘Best Lager’ at the Quality Drinks Awards 2018, Hofmeister has re-established itself as a quality, on-trend brand. In order to maintain and drive this reputation, Richard and Spencer employed cutting-edge point of sale technology to get their brand noticed at the bar. Hofmeister worked with Micro Matic, the global market leader in dispensing solutions for the brewing industry, to further develop and test their interactive digital lens, which will sit atop a specially branded Hof-font.

Richard says: “We are privileged to have won the title of ‘Best Lager’ from the prestigious Quality Drinks Awards so we are very confident in the quality of our product; this new way of promoting the brand will help us expand our reach and introduce more customer to our great tasting beer! Over 80-percent of purchase decisions are made for on-trade lager at the bar, so we know we have to stand out. We approached Micro Matic to see what we could do to attract attention and we are delighted to be the first brand to market test their digital lenses.

“Micro Matic’s digital lenses will allow us to communicate our logo, information about the lager, along with video clips of the infamous George the Bear on a digital screen within the lens. These eye-catching lenses will attract attention, and are fun and exciting; allowing us to celebrate the nostalgia of Hofmeister in a modern way, perfect for our forward-thinking brand”.

Glen Houston, sales manager at Micro Matic is also excited about the market test of digital lenses. Commenting on the trial he said: “Hofmeister is a fantastic brand to help test our new digital lenses. We are very proud of the constant innovation that we undertake at Micro Matic and this is another example of how we create new solutions for our customers while grabbing the all-important attention at the point of purchase. We look forward to sharing the findings of our digital lens pilot in due course.”

Hofmeister will be trialling the digital lens at Sankey’s Seafood Kitchen & Bar in Tunbridge Wells.


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