Erdinger Weissbier in Australia

GREETINGS FROM DOWN UNDER
Erdinger Weissbier
in Australia
For one year now, consumers in the fifth continent
have also been able to enjoy Erdinger Weißbier, and
the success of our Australian launch speaks for itself.
Within this short space of time we have achieved a
high level of awareness for our entire range of
imported beers – from our wheat beer "with fine
yeast” to our "dark”, "crystal clear” and "Pikantus
dark bock beer” varieties. The reason for this
success lies not only in the excellent quality of
Erdinger Weißbier but also in the outstanding efforts
of our Australian importer, Simsed Agencies +
Marketing Pty. Ltd. With their extensive knowledge
of the Australian import market and the preferences
of Australian consumers, Simsed Agencies +
Marketing have won us a string of prestigious
outlets.
Sydney – a big city takes us to its heart
It’s not just the 2000 Olympic Games that have
helped turn the metropolis of Sydney into one of
Australia’s leading showpieces. With the arrival of
Erdinger Weißbier, the city can now add another
major attraction to its list. One experience definitely
not to be missed is the impressive view of the Sydney
skyline from the famous "Jordons Restaurant”.
Located right on the edge of Darling Harbour,
Jordons has enjoyed a reputation as one of the city’s
best fish restaurants for over 10 years. Freshness and
quality are its trademarks, so Erdinger Weißbier is in
good company. The same goes for "The Bathers'
Pavilion” on the breathtakingly beautiful Balmoral
Beach, where excellent cuisine, an elegant
atmosphere and a stunning view make for a
winning combination. Take a half-hour drive from
the city centre to the suburb of Terrey Hills and you
will find the well-known "Kaiser Stub'n” restaurant,
which is now also a partner of Erdinger Weißbier.
Opened seven years ago by Robert and Barbara
Baierl, it lies close to the famous Warratah Parks
and specialises in fine Austrian and central
European cuisine. The Baierls can be relied upon to
ensure that Erdinger speciality beers are served in
the original wheat beer glass.
to be
continued
on page 2
"Kaiser Stub'n, Sydney. L. to r.:
owner Robert Baierl with Russell
Sedunary (Managing Director,
Simsed Agencies & Marketing)
and a very special guest."
www.erdinger.de
THE TSINGTAO
BEER FESTIVAL
Erdinger in China
PAGE 2
OUR WHEAT BEER
IN SOUTH AFRICA
The „Rainbow Nation“ enjoys
the Erdinger taste PAGE 3
PRIZE-WINNING TASTE
IN A BOTTLE
String of Awards for
Erdinger Champ PAGE 3
TUBE IS THE
MAGIC WORD
New tap fonts for Erdinger
beer on draught PAGE 4
for me and all my employees to welcome the Bavarian
Prime Minister Edmund Stoiber to Erdinger Weißbräu.
Our distinguished guest praised our brewery as an
'exemplary company', which had projected an excellent
image far beyond the borders of Germany.
This distinction confirms the successful path we have
been following for years. As the world's largest private
brewery with an annual output of 1.4 million
hectoliters, Erdinger Weißbräu is perfectly positioned to
meet the challenges of the future.
Whether our traditional bottle fermentation or the use
of the finest basic ingredients, we set great store by the
highest quality standards for our wheat-beer specialties
– this is our proven recipe for success. Of course,
thinking and acting only in terms of quality has its
price, but we have always placed the most exacting
demands on ourselves and our beer.
For this very reason, we have made so many friends
throughout the world. We are currently represented in
60 countries, a development of which I am particularly
proud.
Werner Brombach
I
Issue 1/2002
t was a great honor

Successful start for Erdinger with fine
yeast on draught
Six months ago, trials were started with Erdinger
Weissbier with fine yeast on draught in Brisbane and
on the Gold Coast, and the response exceeded our
wildest expectations. Among the locations at which
Erdinger Weißbier can now be enjoyed is one of
Australia’s most famous restaurants, the "Bavarian
Haus Restaurant”, a major attraction for visitors
from all over the world right in the heart of Surfers
Paradise. Here on the Gold Coast in the state of
Queensland, Australia’s Mecca for sun, sand and surf
fans – guests can enjoy a fresh Erdinger in an
atmosphere of traditional Bavarian joie de vivre.
But visitors to Queensland’s capital city of Brisbane
don’t have to go without a well-kept Erdinger wheat
beer either. Here, Erdinger is served at "Irish
Murphy’s”, a meeting place for business people,
students and tourists, who soon get to know each
other listening to the pub’s live music or over a
quick game of darts. No wonder – everybody makes
friends over an Erdinger Weißbier
Page 2 Export News 1/2002
THE TSINGTAO BEER FESTIVAL
Erdinger Weißbräu in China
As an industrial town, naval base and
seaside resort all rolled into one,
Qingdao (formerly Tsingtao) in the
north east of China has plenty to
offer. But the thing that has really
made this city on the Yellow Sea
world famous is its brewery,
founded almost 100 years ago as
the "Germania Brauerei” by the
German colonial masters.
Currently the Chinese "national
brewery” "Tsingtao Beer”is one of
China’s biggest source of foreign
currencies. Perhaps it was these
historical roots that encouraged
Qingdao to start a Chinese-style
Oktoberfest in the form of the
Tsingtao Beer Festival. Today this
is one of the biggest public festivals
in Asia, attracting visitors from all
over the world, who wind their way through
little streets of replica half-timbered houses,
enjoying all kinds of goodies on the way and
having a generally great time. As the name
suggests, the festival is all about beer, which is
Wolfgang Schaeff in the commemorative photo.
supplied by big international as well as
Chinese breweries. But the Tsingtao Beer
Greetings from down under – continued from page 1
Australian Beer Awards for Erdinger
Weißbier
Erdinger Weißbier has not only proved a big hit
with Australian consumers, it has also earned itself
an excellent reputation among the experts, as the
awards won by Erdinger products at the 2001
Australian International Beer Awards clearly show.
The awards have been an annual event since 1984
and are presented by the Royal Agricultural Society
of Victoria Ltd. and the University of Ballarat.
Breweries from all over the world can take part,
and this year a record 490 types of beer competed
for the honours. Prizes were awarded in the
sections Lager, Ale, Stout and Speciality, with the
latter category covering low-alcohol beers, wheat
beer and other varieties. The Erdinger taste
obviously went down well with the judges, who
awarded our Erdinger "dark” variety a gold medal
in the Special section and Erdinger "crystal clear”
a silver in the same section. This recognition is a
real honour for us and a big incentive for the
future.
Palace only serves beer from the Tsingtao
brewery. Until now, that is! This year,
Erdinger Weißbier was given the opportunity to
make its debut as the first
foreign beer ever to appear in
this exclusive location. And
it was a big hit, too.
But it wasn’t just our
Erdinger wheat beer that
tasted good to the Chinese.
Wolfgang Schaeff from our
export department also made
quite an impression in his
traditional Bavarian
costume. From the reaction
he received he might have
been a visitor from Mars, and
he was persuaded to give an
interview for Chinese
television so that he could show off his
"lederhosen” to Chinese viewers.
"Irish Murphy's, Brisbane. L. to r.: Stephanie Hunter, Ross
Veitch (Sales Manager, Simsed Agencies & Marketing),
Chris Thornton (Manager Irish Murphy's)."
Jordons at Darling Harbour, Sydney.

PRIZE-WINNING TASTE IN A BOTTLE
String of Awards for
Erdinger Champ
The victor’s laurels sit well on our Erdinger Champ! Peter
Liebert (Technical Director) and Josef Westermeier
(Director, Marketing & Sales) receive congratulations.
The „Rainbow Nation“ enjoys
the Erdinger taste
Miles and miles of bush, majestic
mountains and fabulous beaches – South
Africa has all of these in infinite
variations. It’s hardly surprising that more and
more tourists are being drawn to this paradise at the
southern tip of Africa. And when they get there, they
are usually pleasantly surprised to find that even
here, thousands of miles from home, they can enjoy
the familiar quality taste of Erdinger Weißbier. In
fact, there’s nothing unusual about this, because
Erdinger is one of the most well-known German
speciality beers imported into South Africa. We have
been working with our local importer and
distributor, NMK Schulz for over 10 years now. An
increasing number of outlets are carrying Erdinger
Since its launch in summer 2000, Erdinger
Champ has known an exceptional success,
especially among younger people. This
Erdinger innovation has also become a firm
favourite with the experts, too, as a string of recent
awards shows:
• „Deutscher Verpackungspreis 2001“, sales
packaging category
• „HIT 2001“ – best newcomer in the beer
category (trade survey by the German trade
magazine „Lebensmittel Praxis“)
• Most successful new drink launch of 2000
(trade survey by the German trade magazine
„Getränke Zeitung“)
• 3rd place, „Shop-Tops-Wahl“ (trade survey by the
German trade magazine „Convenience Shop“)
OUR WHEAT BEER IN SOUTH AFRICA
Blue Sky, the famous Table Mountain, an Erdinger and a few friends – what more could anyone want? Our picture
shows Steve Wales, Regional Director of NMK Schulz (right) enjoying a wheat beer with some friends.
Weißbier, and more and more South Africans are
enjoying that inimitable Erdinger taste.
Now passengers on the world famous Rovos Rail
can also get their beloved Erdinger. The "Pride of
Africa”, as the old steam train lovingly restored
a few years ago is known, wends its way
through the country to the Cape on various
routes and is probably the most luxurious
train in the world. Its supreme comfort
is not based on modern technology but
on elegant design. There are only 36
luxurious sleeping compartments on
board, with elegant bathrooms and
seating areas. Passengers are therefore
part of a cosy and exclusive group – even
ERDINGER HOSPITALITY
United Importers
of Erding
Our South African importer at the Erding Herbstfest.
l. to r.: Anton Schneider (Marketing Director
Heineken Switzerland), Waltraud Kaiser (Export
Director, EWB) and Norbert Schulz (proprietor, NMK
Schulz).
Erdinger Weißbier enjoys great
popularity all over the world among
consumers and in the trade. It is
therefore a particular pleasure for Erdinger
Weißbräu to entertain its international friends
and customers each year at the Erding
Herbstfest and spoil them with a taste of
Bavarian beer culture. Among our many
overseas guests this year was our South
African importer, NMK Schulz. Export
Director Waltraud Kaiser took our visitors on
a tour of the festival grounds, which naturally
included a visit to the beer tent. A good
measure of Erdinger and some tasty Bavarian
specialities soon helped the proprietor of NMK
Schulz, Norbert Schulz, and his family forget
the stress of their long journey and enjoy the
festive atmosphere. And we are sure nobody
will be surprised to know that one glass
wasn’t enough!
the Orient Express carries twice as many people.
Sitting comfortably in the Pullman car with a cold
Erdinger in your hand, watching Pretoria, the
Kruger National Park, Victoria Falls,
Cape Town and many more
wonderful sights go by – what
better way could there be to
enjoy the highlights of this
amazing journey?
Export News 1/2002
Norbert Schulz,
proprietor, NMK Schulz
(right),
Meyer Geldenhuis,
Sales Consultant,
NMK Schulz.
Page 3

A draught of wheat beer fit for a Kaiser:
Franz Beckenbauer.
Around 1 billion people in 188 countries all
over the world were glued to the television
when our partner, FC Bayern München,
won the international Olympics of football again
after 25 years with their victory in the Club World
Cup final. This gave them the "championship
The new Tube tap font in all its glory.
Page 4 Export News 1/2002
STARS OF THE SOUTH
FC Bayern and
Erdinger Weißbier
TUBE IS THE MAGIC WORD
treble”: German Championship, Champions
League and World Cup in one season. Not many
club teams can boast this kind of success.
Perhaps the most unforgettable of all was the
Champions League. At the big Erdinger Weißbier
final party in the Munich Olympic Stadium,
35,000 fans followed the penalty saga in Milan’s
Meazza Stadium live on the video screen. When
the hero of the evening, Bayern goalkeeper Oliver
Kahn, saved the final penalty kick, securing the
long-coveted trophy for FC Bayern, the crowd in
the Olympic Stadium erupted. A dream had
come true. Erdinger Weißbier was naturally also
present at the scene of the action in Milan, where
team and fans celebrated in due fashion with
Erdinger Champ and wheat beer on draught.
FC Bayern and Erdinger Weißbräu are
New tap fonts for
Erdinger beer on draught
Whether in chrome or gold-plated, the
new tap fonts for Erdinger draught beer
really stand out in a crowd. The units,
called Tubes, are 100 mm in diameter and 600
mm high. The illuminated Erdinger logo sits
resplendent on the sloping top, so that customers
can see straight
away that Erdinger
Weißbier is on
sale. As a special
feature, the new
fonts have tubes
with integrated
cooling right up to
the tap, ensuring
that our speciality
beers hit the glass
at just the right
temperature. True
Erdinger satisfactionguaranteed.
continuing their strong partnership this season.
Two more scenes of joy and celebration
accompanied by plenty of foaming wheat beer!
OUR IMPORTERS
Noreast Beers Ltd
Noreast Beers Ltd is one of Ireland’s biggest
importers of international premium beers.
The company has successfully introduced a
number of niche products onto the large Irish
beer market, which is rich in tradition.
Noreast Beers Ltd has been importing
Erdinger Weißbier into Ireland since 1998. As
a result, Erdinger Weißbier has gained a
significant market position and an
exceptionally high level of acceptance among
Irish consumers.
Founded in 1987 by John McElherron, Noreast
Beers Ltd is still a family enterprise. The
company is now run jointly by John
McElherron’s sons, John, David and Greg
McElherron. With their considerable skill and
feel for what the trade and the catering
industry want, they have adapted Noreast
Beers Ltd successfully to the modern market.
The company has depots in Dundalk, Cork,
Galway and Newry from which it supplies
sales outlets all over Ireland. Thanks to the
outstanding efforts of our importer, Erdinger
can be enjoyed on draught and out of the
bottle almost anywhere in the Emerald Isle.