It certainly was Hofmeister lager (love the quotes pezza - somebody at Trades Description should be contacted!). The adverts were always followed with the strap line "Follow the Bear", indicating that George was pretty cool as he could clear a pool table with one shot. This message was often supported by George being accompanied by a couple of heavies.
I seem to recall from the 100 Greatest Adverts that George himself was played by a 4 foot tall Eastern European.
My friends and I often recall George when hungover. We have an expression that we feel like a bear came into our rooms whilst asleep and $*@&ed in our mouths. Given the George made his last advert sometime in the late 80s and was pensioned off, we assume that the bear in our expression is a disgruntled George seeking to exact his revenge on the drinks industry...