Wheat Beer Increasingly Popular - Erdinger
Wheat Beer Increasingly Popular - Erdinger
Wheat Beer Increasingly Popular - Erdinger
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ERDINGER in the USA – The World’s Most <strong>Popular</strong> <strong>Wheat</strong> <strong>Beer</strong>!<br />
Newcomer South-East Asia<br />
Ireland’s pub culture<br />
ERDINGER in Croatia<br />
G<br />
reeting…<br />
The positive economic development in some<br />
of the smaller states of South-East Asia has<br />
opened up new and very promising markets<br />
for German brewers. The excellent reputation<br />
of Germany’s beer culture has long<br />
been known in such countries as Cambodia,<br />
Vietnam and the Philippines, which are<br />
among the latest export markets for our<br />
brewery. ERDINGER Weissbräu is active here<br />
as an ambassador for Bavarian beer brewing<br />
– with great success among both the<br />
local population and visitors from abroad.<br />
This underlines once again the importance<br />
of sticking to one’s principles and upholding<br />
the company’s commitment to tradition and<br />
quality.<br />
Best regards from Erding<br />
Werner Brombach<br />
<strong>Wheat</strong> beer increasingly popular<br />
When it comes to beverage<br />
consumption, the USA is the<br />
undisputed leader: each<br />
American drinks around 375 liters (99<br />
gal) of bottled beverages per year, compared<br />
with an average 167 liters (44<br />
gal) in Europe. Until 1994, the USA was<br />
also the world’s leading beer nation. In<br />
the meantime, however, the Americans<br />
have been overtaken by China and the<br />
USA is now in second place with a total<br />
volume of around 233 million hectoliters<br />
(6155 million gal), followed by<br />
Germany in third place. The huge US<br />
beer market has experienced some<br />
significant changes over the past few<br />
years: the market is no longer<br />
dominated by such well-known lagers<br />
as “Bud light”, “Miller lite” and “Coors<br />
light”. The current trend is toward<br />
more individual tastes: an increasing<br />
number of so-called “microbreweries”<br />
are creating a more vibrant beer<br />
market and many Americans have<br />
discovered their “own” special brews.<br />
Among the top 15 new brands which<br />
established themselves in the retail<br />
USA<br />
trade in 2006 there is even a US wheat<br />
beer at third place. This trend toward<br />
greater variety is also being felt by<br />
beer importers who enjoyed over 7 %<br />
growth in both of the last two years.<br />
Imported beers are benefiting in<br />
particular from the lack of a premium<br />
segment on the domestic market and<br />
have since notched up a market share<br />
of 12 %. <strong>Beer</strong>s from Mexico, Canada,<br />
the Netherlands and Belgium are<br />
particularly popular, but the up-andcoming<br />
countries are Great Britain,<br />
Ireland and Germany. It’s no surprise,<br />
therefore, that the USA is one of the<br />
most important trading partners for<br />
German brewers, who shipped some<br />
1.5 million hectoliters (369 million<br />
gal) across the Atlantic in 2004.<br />
Although US legislation restricts the<br />
distribution network for external<br />
“newcomers”, beer specialties such as<br />
ERDINGER Weissbier – marketed in<br />
America by importer Jeff Coleman<br />
of Distinguished Brands – enjoy partic-<br />
Oktoberfest “Made in the USA”: ERDINGER Weissbier is the perfect beer<br />
for Oktoberfests in the USA, as demonstrated here in Vail, Colorado.<br />
www.erdinger.de
EXPORT NEWS 1/07<br />
ularly good market opportunities. In<br />
addition to the classic “ERDINGER<br />
Weissbier with Fine Yeast”, a second<br />
variety has also succeeded in establishing<br />
itself in the USA: “ERDINGER Weissbier<br />
Dark” – a beer which is unique on the<br />
American market. Strong growth figures<br />
have shown that this particularly fullflavored<br />
wheat beer is exactly the taste US<br />
consumers are looking for. Importer Jeff<br />
Colemann has a simple explanation for it:<br />
“Those that try ERDINGER Dark simply<br />
love it”.<br />
Within the huge export market of the USA,<br />
certain regions stand out in particular. In<br />
the North-East, for example, ERDINGER<br />
Weissbräu has enjoyed particularly strong<br />
Miami<br />
ERDINGER IN USA<br />
sales growth: twice as much wheat beer<br />
was served there in January 2007 than in<br />
the same month of the previous year. In<br />
Colorado there are several “ERDINGER<br />
Oktoberfest” strongholds. The events in<br />
Vail, Colorado Springs, Highlands Ranch<br />
and Denver have already established<br />
national reputations. In the beer tents<br />
they serve the original Weissbier which<br />
also fills the beer mugs at the traditional<br />
“Herbstfest” in Erding: ERDINGER<br />
Festweisse. This beer has been marketed<br />
in the USA since 2005 as “ERDINGER<br />
Oktoberfest Weizen”.<br />
ERDINGER can also boast excellent results<br />
in California – above all at the Waterfront<br />
Café in Los Angeles, directly overlooking<br />
Venice Beach. With its phenomenal<br />
view of the Pacific Ocean, the café<br />
served as a backdrop in Clint<br />
Eastwood’s Oscar-winning movie<br />
“Million Dollar Baby” and is a meeting<br />
point for ERDINGER fans in L.A.<br />
ERDINGER is also particularly trendy in<br />
southern Florida, where it is now<br />
served in the most elegant restaurants<br />
and lounges on Miami’s South Beach<br />
and Art Deco district. The beer is also a<br />
great favorite in the art and party scene,<br />
where ERDINGER is proving highly<br />
popular at vernissages, for example.<br />
DJs in particular rave about the cool<br />
non-alcoholic variety: the isotonic<br />
thirst-quencher is the ideal energy<br />
provider for those long party nights.<br />
The “Waterfront Café” in L.A. is one of the most popular<br />
and high-selling ERDINGER bars in the world.<br />
Chicago<br />
New York skyline<br />
HONORS<br />
Ten years of<br />
imports<br />
Heineken Switzerland has been<br />
marketing ERDINGER Weissbier<br />
in Switzerland for ten years now.<br />
To express their gratitude for the many<br />
years of successful cooperation, Karl-Heinz<br />
Schwander (l., working for ERDINGER in<br />
Switzerland) presented a special certificate<br />
to Toni Schneider (r.), Director Sales &<br />
Distribution Heineken Switzerland.<br />
AWARDS<br />
Ambassador<br />
for Bavarian<br />
hospitality<br />
Tom Blomberg (l.), manager of the<br />
“Cardinal” pub in Stavanger can now<br />
proudly call himself an “Ambassador<br />
for Bavarian Hospitality” in Norway. He<br />
received ERDINGER Weissbräu’s “Three<br />
Golden <strong>Wheat</strong> Stalks” award in recognition<br />
of his many years of partnership.<br />
The certificate and a brass badge were<br />
presented to him by Michael Schauerte<br />
(r.), the private brewery’s Area Sales<br />
Manager. Another ERDINGER Weissbräu<br />
partner of many years’ standing is Rene<br />
Levi (pictured left with his wife) of the<br />
“1920 <strong>Beer</strong> Restaurant” in Athens/Greece.<br />
He was also thanked by Michael Schauerte<br />
for his loyalty and congratulated on<br />
receiving the coveted ERDINGER award.
Nikola Pavlinek and his company Nipa Trade Ltd. have been successfully<br />
importing ERDINGER in Croatia, Bosnia-Herzegovina and Montenegro<br />
since 1998. Over the past few years the company has succeeded in<br />
increasing sales in the Adriatic region by 350 percent. The Croatian market for<br />
bottled ERDINGER Weissbier is enjoying particularly strong growth at the<br />
moment, although sales of draft beer are also on the rise. ERDINGER Weissbier<br />
is especially popular in the capital city of Zagreb, as well as in Dubrovnik and<br />
Osijek. Thanks to its flourishing economy, Croatia is regarded as one of Eastern<br />
Europe’s most promising<br />
beer markets. Nipa Trade<br />
Ltd. was founded in 1992<br />
and employs six people at<br />
its head office in Zagreb,<br />
while ten further staff<br />
attend to the needs of<br />
customers in the other<br />
regions of Croatia. The<br />
company not only supplies<br />
bars and restaurants, but<br />
also major retailers such<br />
as Metro, Kaufland and<br />
Ipercoop.<br />
Nipa Trade Ltd. employees in front<br />
of St. Mark’s church in the<br />
center of Zagreb.<br />
EXPORT NEWS 1/07<br />
New markets in South-East Asia<br />
The boom in Asia’s major industrialized<br />
nations is currently<br />
dominating the business news.<br />
Yet the smaller nations of South-East<br />
Asia are also experiencing an unparalleled<br />
economic upswing which<br />
is expressing itself, amongst other<br />
things, in a booming beer market.<br />
ERDINGER, for example, has been able<br />
to tap into highly promising sales<br />
markets in Vietnam, the Philippines and<br />
Cambodia.<br />
Wherever local breweries are reporting<br />
encouraging output growth, conditions<br />
are also ideal for the Bavarian wheat<br />
beer with fine yeast. In 2005 Vietnam<br />
expanded production volume by over<br />
18 percent and is now one of Asia’s top<br />
5 beer nations with 13.8 million<br />
hectoliters – trailing only China, Japan,<br />
Thailand and South Korea. The country<br />
is being closely followed by the<br />
Philippines, where output reached 13.5<br />
million hectoliters in 2005. And<br />
although beer production in Cambodia<br />
is still below the half-million-hectoliter<br />
OUR IMPORTERS NIPA TRADE LTD. NEWS TICKER<br />
- partner for Croatia<br />
VIETNAM, CAMBODIA, PHILIPPINES<br />
mark, local brewers have been steadily<br />
raising output over the past few years.<br />
In addition to their flourishing local beer<br />
markets, the discovery of the three<br />
nations as attractive tourist destinations<br />
has also helped prepare the ground for<br />
ERDINGER’s growing success among the<br />
inhabitants and their visitors from<br />
around the world. In Vietnam, where<br />
tourism is helping power Asia’s fastest<br />
growing economy, the finely flavored<br />
wheat beer has been available since<br />
early 2007. In Ho Chi Minh City, the<br />
former Saigon, the Bavarian specialty is<br />
already on the drinks menus of leading<br />
bars and restaurants, such as “Ice Blue”<br />
or the “Tell Restaurant” with its excellent<br />
continental cuisine. With more than<br />
7,000 islands, tourism in the Philippines<br />
is spread widely among hundreds of<br />
resorts and hotels, an increasing<br />
number of which now serve ERDINGER.<br />
In the Kingdom of Cambodia, the worldfamous<br />
wheat beer has established itself<br />
in particular in the former Siamese city<br />
of Siem Reap. It is here that tourists can<br />
Franz Beckenbauer<br />
Soccer icon Franz Beckenbauer and ERDINGER Weissbräu are<br />
to remain partners for a further three years. The new TV<br />
campaign was presented in spring and featured employees of the<br />
private brewery for the first time alongside Franz Beckenbauer.<br />
Team ERDINGER Non-Alcoholic<br />
Triple Olympic champion in Turin/Italy, Michael Greis, has been<br />
voted Sportsperson of the Year 2006. A jury composed of some<br />
3,000 members of the German Sports Journalist Association<br />
honored the biathlete and Team ERDINGER Non-Alcoholic<br />
member for his exceptional performances in the past year.<br />
ERDINGER Non-Alcoholic in Switzerland<br />
As of March 2007 ERDINGER Non-Alcoholic has been listed by Switzerland’s<br />
largest retail chain Migros. The 0.33-liter longneck bottles are sold in sixpacks.<br />
Sales so far indicate strong consumer demand and a positive future<br />
in Switzerland.<br />
America’s Cup<br />
ERDINGER Non-Alcoholic was among the official suppliers for<br />
the German yacht “United Internet Team Germany” at this year’s<br />
America’s Cup, which took place in Europe for the first time<br />
in 156 years. At their base in Valencia / Spain, skipper Jesper<br />
Bank and his crew were able to enjoy a refreshing ERDINGER<br />
Non-Alcoholic.<br />
marvel at one of the country’s most<br />
important tourist attractions, Angkor<br />
Wat, Asia’s largest temple complex<br />
originating from the 12th century. Vis-àvis<br />
the complex, the restaurant “Chez<br />
Sophéa & Matthieu” serves ERDINGER<br />
together with Khmer and French<br />
specialties. In the three young export<br />
nations around the South China Sea, the<br />
classic Bavarian wheat beer has thus<br />
already gained an impressive number of<br />
new international customers.<br />
Angkor Wat in Cambodia
EXPORT NEWS 1/07<br />
The “Hole in the Wall” is Ireland’s longest pub.<br />
Its roots go back to the year 1681.<br />
Irish pubs stand for good beer<br />
enjoyment in enjoyable company<br />
and have spread the reputation of<br />
Ireland’s beer culture around the<br />
world. A visit to the pub is simply an<br />
integral part of everyday life in Ireland:<br />
eight out of ten Irish people are to be<br />
found there on a regular basis. It is no<br />
surprise, therefore, that beer sales “on<br />
the premises” play a major role on<br />
the Emerald Isle and account for over<br />
70 % of total revenues.<br />
This economic significance of the Irish<br />
pub has long historical roots. It was<br />
the Romans who laid the foundation<br />
for the development of a “pub culture”<br />
in the British Isles with the spread of<br />
the “taberna”. Centuries later, monasteries<br />
set up inns to cater to the<br />
many pilgrims traveling through the<br />
country. However, this well-developed<br />
network of inns suffered a serious<br />
setback when Heinrich VIII dissolved<br />
the nation’s monasteries. This left only<br />
the beer houses and taverns trading<br />
wine. In the 17th century both began<br />
to be referred to as “public houses”, a<br />
term which was later shortened by the<br />
Victorians to “pub” – and the golden<br />
Hier, im „Café ein Seine“, trifft man mit<br />
etwas Glück Bono, den Sänger von U2.<br />
age of “pub culture” as it is known<br />
today was launched.<br />
Today, the island is covered by a tight<br />
knit network of these traditional<br />
drinking houses, whereby beer is the<br />
undisputed number one alcoholic<br />
beverage with a market share of 53 %.<br />
Together with the Czech Republic,<br />
Germany and Austria, Ireland is<br />
among the top four nations in terms<br />
of per capita beer consumption.<br />
However, the previously dominant<br />
varieties, lager and stout, have recently<br />
been under challenge as international<br />
premium beers have become<br />
increasingly popular. What’s more, the<br />
Irish are attaching ever greater<br />
importance to quality. Recent market<br />
research studies have shown that 45 %<br />
of all adults believe it is worth paying a<br />
little more for good quality beer.<br />
Specialty beers with a slightly exotic<br />
character are particularly popular<br />
among Irish beer connoisseurs. The<br />
interest is so great that there are even<br />
radio shows in which various<br />
international beer brands are presented<br />
and their taste analyzed. Up to<br />
IRELAND’S PUB CULTURE<br />
on the “Emerald Isle”<br />
just a few years ago, however,<br />
consumers were prevented from<br />
enjoying many famous high-quality<br />
beers, as the distribution channels<br />
were mostly dominated by Guinness,<br />
Heineken and Beamish. As one of<br />
the first importers, “Noreast <strong>Beer</strong><br />
Ltd.” set about establishing international<br />
premium beer brands on<br />
the local market – including<br />
ERDINGER Weissbier in 1998. The<br />
traditional Bavarian brand soon<br />
found favor with Irish consumers and<br />
is now the market leader in the wheat<br />
beer segment. ERDINGER Non-<br />
Alcoholic is also enjoying strong<br />
popularity in Ireland: as the country’s<br />
only non-alcoholic wheat beer, it is a<br />
true specialty with tremendous growth<br />
potential. Thanks to these positive<br />
developments, the Emerald Isle is now<br />
one of ERDINGER Weissbräu’s top 5<br />
export nations.<br />
ERDINGER wheat beer is served at<br />
over 350 pubs and restaurants<br />
throughout Ireland. The Bavarian<br />
specialty is particularly well<br />
represented in the country’s pub<br />
capital, Dublin, where a wide variety<br />
of styles is available. Among the<br />
more traditional are the “Hole in the<br />
Wall” – Ireland’s longest pub – and<br />
“The Long Stone”. The atmosphere of<br />
those pubs frequented in the early<br />
1900s by artists and writers is to be<br />
found in the “Café en Seine”, which<br />
is decorated throughout in the art<br />
deco style. Trendier pub visitors will<br />
prefer the music café-bar “Soul 28”,<br />
where jazz, funk, soul and comedy can<br />
all be enjoyed. Other pubs serving<br />
ERDINGER include the “Porter House<br />
The “Porterhouse Microbrewery” is one of only a<br />
few small breweries still brewing the traditional<br />
“porter”, which gave birth to “stout” in 1820.<br />
“Hogans” is located near Trinity College, where<br />
writers such as Oscar Wilde, Bram Stoker and<br />
Samuel Beckett were educated.<br />
“Jack Carvill & Sons”, Dublin<br />
Microbrewery”, “Bob’s”, “Mao’s”,<br />
“Palace Bar”, “Luigi Malone’s”,<br />
“Market Bar”, “Fire Brigade” and<br />
“Pravda”. Clubbers can round off a<br />
night of partying with a refreshing<br />
glass of wheat beer at “Hogans”.