Alcohol importer World Beers has announced the launch of “sparklingly smooth” Schöfferhofer Hefeweizen beer in the on-trade channel.
Frankfurt-brewed Schöfferhofer is the biggest selling German wheat beer made outside Bavaria, and can trace its history back to the south of the country in the 17th century. The 5% ABV drink is characterised by its sleek appearance, elegant character and smooth palatability, and produces “a distinct wheat malt flavour with a strong hint of cloves and lemon,” World Beers said.
Schöfferhofer’s launch follows what is described as the development of “a cult off-trade following”, and will be bolstered by a comprehensive packaging revamp designed to enhance the brand’s modern, high-end and “urban” positioning.
Available in 500ml bottles, it will be available from Dunns, Filshill, Imperial and Temple Wines after its introduction at the Casual Dining Show in London this month.
Peter Karsten, managing director of World Beers, senses an appetite for this kind of beer: “Schöfferhofer Hefeweizen is one of Germany’s best-selling wheat beer brands and I believe that, with wheat beer being one of the fastest-growing sectors of the UK beer market, it is perfectly placed to be a hit in the on-trade. Launching it to the on-trade at the Casual Dining Show later this month is the ideal platform for visitors to sample a refreshing beverage that also matches perfectly with many cuisines.”
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