Political parties are faced with the challenge of re-inventing themselves every few years in order to reconnect with both their core voters, whilst appealing to new, and undecided ones, particularly as the clock ticks down to a General Election.
It can also be a similar problem for major businesses, and their brands, as they look to keep step with changing consumer tastes and make sure their products and services, and what they offer and stand for, are still in tune with what their target audience wants to buy.
Imagine then the conundrum for the beer entrepreneurs who took the decision in 2016 to bring the once much loved Hofmeister brand out of extinction and re-invent and re-launch it into a completely different beer market – some 13 years after its previous owners, Heineken, had closed it down and withdrawn it from the market.
Seven years later there could be something for all businesses, brand owners, and, yes, political leaders, to learn from how they have transformed Hofmeister from being the bland, mass produced beer brand that found fame in the 1980s and 1990s, to being voted the Best Lager in the World (IWSC 2017) and winner of countless other top beer awards with its revamped new formula as an authentic Bavarian slow brewed Helles lager, made in accordance to the 1516 German beer purity laws.
The new look Hofmeister has arguably achieved more than its new founders, Richard Longhurst and Spencer Chambers, thought was possible when they bought the brand off Heineken and set off in their car to try and find a Bavarian brewer capable of giving them a beer that would help catapult it back into the UK beer market.
But they also had the vision, and confidence that this once Top 5 beer brand could win the hearts of beer drinkers looking for authentic premium lagers to drink.