E-Malt.com News article: UK: Hall & Woodhouse is brewing an extra cold version of Hofbrau beer

Hall & Woodhouse is rolling out an extra cold version of its Hofbrau beer, which it brews under licence in Dorset to the spirit of the German purity laws, The Morning Advertiser published August 28.

The 4% alcohol-by-volume Hofbrau Extra Cold was trialled in about 50 tied and freehouse pubs over a two-month period and is said to have boosted sales by 5.2%.

The brewer is the latest company to tap into the phenomenal success of extra-cold beers and said it hoped the beer would appeal to fans of the format.

The new drink has an icicle-shaped condensation font and is served at between 3°C and 5ºC.

Hall & Woodhouse brands marketing manager Rick Payne said:

"Hofbrau is a world-famous brand and our top-selling beer. It is clear that there is a real demand among a significant portion of consumers for an extra-cold choice and it makes sense to capitalise on this opportunity through the development of Hofbrau Extra Cold."

Hall & Woodhouse, founded in 1777, is a leading independent family brewer and pub operator. Today Hall & Woodhouse remains an independent family company owned and run by the fifth generation of the Woodhouse family.

The pub estate has grown to over 250 and stretches from Exeter to Eastbourne and Hemel Hempstead - in the North. In addition there are some 700 free trade accounts. Hall & Woodhouse has a turnover approaching £90m and over 2,000 employees.


06 September, 2006