Best-selling German wheat beer launched into UK on-trade

Hefeweizen 2015

World Beers has launched its “sparklingly smooth” Schöfferhofer Hefeweizen into bars, pubs and restaurants after its success in the off-trade.

Available in 500ml bottles, it has undergone a packaging redesign, presenting the brand as a “modern, high-quality, urban” product with an eye-catching appearance.

Schöfferhofer Weizen is the biggest-selling wheat beer in Germany outside Bavaria and is known as the “champagne among wheat beers” due to its sleek appearance, elegant character and smooth palatability.

Amber in colour with ABV of 5%, it has a distinct wheat malt flavour with a strong hint of cloves and lemon, making it more sessionable and differentiating it from the typical wheat beers found in Bavaria.

Peter Karsten, managing director at World Beers, said: “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.”

Wheat beer has been brewed in Germany for over 2,000 years and gets its unique fruity taste from a mixture of wheat malt as well as the more commonly used barley malt.

Peter Schöffer von Gernsheim first brewed wheat beer at his brewery in Schwetzingen, southern Germany, early in the 17th century and it was prescribed by local physicians as a cure for all manner of ailments and was also considered to be a complete food.

Schöfferhofer Hefeweizen is available from Dunns, Filshill, Imperial and Temple Wines.

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