Erdinger Weissbier in Australia
Erdinger Weissbier in Australia
Erdinger Weissbier in Australia
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GREETINGS FROM DOWN UNDER<br />
<strong>Erd<strong>in</strong>ger</strong> <strong>Weissbier</strong><br />
<strong>in</strong> <strong>Australia</strong><br />
For one year now, consumers <strong>in</strong> the fifth cont<strong>in</strong>ent<br />
have also been able to enjoy <strong>Erd<strong>in</strong>ger</strong> Weißbier, and<br />
the success of our <strong>Australia</strong>n launch speaks for itself.<br />
With<strong>in</strong> this short space of time we have achieved a<br />
high level of awareness for our entire range of<br />
imported beers – from our wheat beer "with f<strong>in</strong>e<br />
yeast” to our "dark”, "crystal clear” and "Pikantus<br />
dark bock beer” varieties. The reason for this<br />
success lies not only <strong>in</strong> the excellent quality of<br />
<strong>Erd<strong>in</strong>ger</strong> Weißbier but also <strong>in</strong> the outstand<strong>in</strong>g efforts<br />
of our <strong>Australia</strong>n importer, Simsed Agencies +<br />
Market<strong>in</strong>g Pty. Ltd. With their extensive knowledge<br />
of the <strong>Australia</strong>n import market and the preferences<br />
of <strong>Australia</strong>n consumers, Simsed Agencies +<br />
Market<strong>in</strong>g have won us a str<strong>in</strong>g of prestigious<br />
outlets.<br />
Sydney – a big city takes us to its heart<br />
It’s not just the 2000 Olympic Games that have<br />
helped turn the metropolis of Sydney <strong>in</strong>to one of<br />
<strong>Australia</strong>’s lead<strong>in</strong>g showpieces. With the arrival of<br />
<strong>Erd<strong>in</strong>ger</strong> Weißbier, the city can now add another<br />
major attraction to its list. One experience def<strong>in</strong>itely<br />
not to be missed is the impressive view of the Sydney<br />
skyl<strong>in</strong>e from the famous "Jordons Restaurant”.<br />
Located right on the edge of Darl<strong>in</strong>g Harbour,<br />
Jordons has enjoyed a reputation as one of the city’s<br />
best fish restaurants for over 10 years. Freshness and<br />
quality are its trademarks, so <strong>Erd<strong>in</strong>ger</strong> Weißbier is <strong>in</strong><br />
good company. The same goes for "The Bathers'<br />
Pavilion” on the breathtak<strong>in</strong>gly beautiful Balmoral<br />
Beach, where excellent cuis<strong>in</strong>e, an elegant<br />
atmosphere and a stunn<strong>in</strong>g view make for a<br />
w<strong>in</strong>n<strong>in</strong>g comb<strong>in</strong>ation. Take a half-hour drive from<br />
the city centre to the suburb of Terrey Hills and you<br />
will f<strong>in</strong>d the well-known "Kaiser Stub'n” restaurant,<br />
which is now also a partner of <strong>Erd<strong>in</strong>ger</strong> Weißbier.<br />
Opened seven years ago by Robert and Barbara<br />
Baierl, it lies close to the famous Warratah Parks<br />
and specialises <strong>in</strong> f<strong>in</strong>e Austrian and central<br />
European cuis<strong>in</strong>e. The Baierls can be relied upon to<br />
ensure that <strong>Erd<strong>in</strong>ger</strong> speciality beers are served <strong>in</strong><br />
the orig<strong>in</strong>al wheat beer glass.<br />
to be<br />
cont<strong>in</strong>ued<br />
on page 2<br />
"Kaiser Stub'n, Sydney. L. to r.:<br />
owner Robert Baierl with Russell<br />
Sedunary (Manag<strong>in</strong>g Director,<br />
Simsed Agencies & Market<strong>in</strong>g)<br />
and a very special guest."<br />
www.erd<strong>in</strong>ger.de<br />
THE TSINGTAO<br />
BEER FESTIVAL<br />
<strong>Erd<strong>in</strong>ger</strong> <strong>in</strong> Ch<strong>in</strong>a<br />
PAGE 2<br />
OUR WHEAT BEER<br />
IN SOUTH AFRICA<br />
The „Ra<strong>in</strong>bow Nation“ enjoys<br />
the <strong>Erd<strong>in</strong>ger</strong> taste PAGE 3<br />
PRIZE-WINNING TASTE<br />
IN A BOTTLE<br />
Str<strong>in</strong>g of Awards for<br />
<strong>Erd<strong>in</strong>ger</strong> Champ PAGE 3<br />
TUBE IS THE<br />
MAGIC WORD<br />
New tap fonts for <strong>Erd<strong>in</strong>ger</strong><br />
beer on draught PAGE 4<br />
for me and all my employees to welcome the Bavarian<br />
Prime M<strong>in</strong>ister Edmund Stoiber to <strong>Erd<strong>in</strong>ger</strong> Weißbräu.<br />
Our dist<strong>in</strong>guished guest praised our brewery as an<br />
'exemplary company', which had projected an excellent<br />
image far beyond the borders of Germany.<br />
This dist<strong>in</strong>ction confirms the successful path we have<br />
been follow<strong>in</strong>g for years. As the world's largest private<br />
brewery with an annual output of 1.4 million<br />
hectoliters, <strong>Erd<strong>in</strong>ger</strong> Weißbräu is perfectly positioned to<br />
meet the challenges of the future.<br />
Whether our traditional bottle fermentation or the use<br />
of the f<strong>in</strong>est basic <strong>in</strong>gredients, we set great store by the<br />
highest quality standards for our wheat-beer specialties<br />
– this is our proven recipe for success. Of course,<br />
th<strong>in</strong>k<strong>in</strong>g and act<strong>in</strong>g only <strong>in</strong> terms of quality has its<br />
price, but we have always placed the most exact<strong>in</strong>g<br />
demands on ourselves and our beer.<br />
For this very reason, we have made so many friends<br />
throughout the world. We are currently represented <strong>in</strong><br />
60 countries, a development of which I am particularly<br />
proud.<br />
Werner Brombach<br />
I<br />
Issue 1/2002<br />
t was a great honor
Successful start for <strong>Erd<strong>in</strong>ger</strong> with f<strong>in</strong>e<br />
yeast on draught<br />
Six months ago, trials were started with <strong>Erd<strong>in</strong>ger</strong><br />
<strong>Weissbier</strong> with f<strong>in</strong>e yeast on draught <strong>in</strong> Brisbane and<br />
on the Gold Coast, and the response exceeded our<br />
wildest expectations. Among the locations at which<br />
<strong>Erd<strong>in</strong>ger</strong> Weißbier can now be enjoyed is one of<br />
<strong>Australia</strong>’s most famous restaurants, the "Bavarian<br />
Haus Restaurant”, a major attraction for visitors<br />
from all over the world right <strong>in</strong> the heart of Surfers<br />
Paradise. Here on the Gold Coast <strong>in</strong> the state of<br />
Queensland, <strong>Australia</strong>’s Mecca for sun, sand and surf<br />
fans – guests can enjoy a fresh <strong>Erd<strong>in</strong>ger</strong> <strong>in</strong> an<br />
atmosphere of traditional Bavarian joie de vivre.<br />
But visitors to Queensland’s capital city of Brisbane<br />
don’t have to go without a well-kept <strong>Erd<strong>in</strong>ger</strong> wheat<br />
beer either. Here, <strong>Erd<strong>in</strong>ger</strong> is served at "Irish<br />
Murphy’s”, a meet<strong>in</strong>g place for bus<strong>in</strong>ess people,<br />
students and tourists, who soon get to know each<br />
other listen<strong>in</strong>g to the pub’s live music or over a<br />
quick game of darts. No wonder – everybody makes<br />
friends over an <strong>Erd<strong>in</strong>ger</strong> Weißbier<br />
Page 2 Export News 1/2002<br />
THE TSINGTAO BEER FESTIVAL<br />
<strong>Erd<strong>in</strong>ger</strong> Weißbräu <strong>in</strong> Ch<strong>in</strong>a<br />
As an <strong>in</strong>dustrial town, naval base and<br />
seaside resort all rolled <strong>in</strong>to one,<br />
Q<strong>in</strong>gdao (formerly Ts<strong>in</strong>gtao) <strong>in</strong> the<br />
north east of Ch<strong>in</strong>a has plenty to<br />
offer. But the th<strong>in</strong>g that has really<br />
made this city on the Yellow Sea<br />
world famous is its brewery,<br />
founded almost 100 years ago as<br />
the "Germania Brauerei” by the<br />
German colonial masters.<br />
Currently the Ch<strong>in</strong>ese "national<br />
brewery” "Ts<strong>in</strong>gtao Beer”is one of<br />
Ch<strong>in</strong>a’s biggest source of foreign<br />
currencies. Perhaps it was these<br />
historical roots that encouraged<br />
Q<strong>in</strong>gdao to start a Ch<strong>in</strong>ese-style<br />
Oktoberfest <strong>in</strong> the form of the<br />
Ts<strong>in</strong>gtao Beer Festival. Today this<br />
is one of the biggest public festivals<br />
<strong>in</strong> Asia, attract<strong>in</strong>g visitors from all<br />
over the world, who w<strong>in</strong>d their way through<br />
little streets of replica half-timbered houses,<br />
enjoy<strong>in</strong>g all k<strong>in</strong>ds of goodies on the way and<br />
hav<strong>in</strong>g a generally great time. As the name<br />
suggests, the festival is all about beer, which is<br />
Wolfgang Schaeff <strong>in</strong> the commemorative photo.<br />
supplied by big <strong>in</strong>ternational as well as<br />
Ch<strong>in</strong>ese breweries. But the Ts<strong>in</strong>gtao Beer<br />
Greet<strong>in</strong>gs from down under – cont<strong>in</strong>ued from page 1<br />
<strong>Australia</strong>n Beer Awards for <strong>Erd<strong>in</strong>ger</strong><br />
Weißbier<br />
<strong>Erd<strong>in</strong>ger</strong> Weißbier has not only proved a big hit<br />
with <strong>Australia</strong>n consumers, it has also earned itself<br />
an excellent reputation among the experts, as the<br />
awards won by <strong>Erd<strong>in</strong>ger</strong> products at the 2001<br />
<strong>Australia</strong>n International Beer Awards clearly show.<br />
The awards have been an annual event s<strong>in</strong>ce 1984<br />
and are presented by the Royal Agricultural Society<br />
of Victoria Ltd. and the University of Ballarat.<br />
Breweries from all over the world can take part,<br />
and this year a record 490 types of beer competed<br />
for the honours. Prizes were awarded <strong>in</strong> the<br />
sections Lager, Ale, Stout and Speciality, with the<br />
latter category cover<strong>in</strong>g low-alcohol beers, wheat<br />
beer and other varieties. The <strong>Erd<strong>in</strong>ger</strong> taste<br />
obviously went down well with the judges, who<br />
awarded our <strong>Erd<strong>in</strong>ger</strong> "dark” variety a gold medal<br />
<strong>in</strong> the Special section and <strong>Erd<strong>in</strong>ger</strong> "crystal clear”<br />
a silver <strong>in</strong> the same section. This recognition is a<br />
real honour for us and a big <strong>in</strong>centive for the<br />
future.<br />
Palace only serves beer from the Ts<strong>in</strong>gtao<br />
brewery. Until now, that is! This year,<br />
<strong>Erd<strong>in</strong>ger</strong> Weißbier was given the opportunity to<br />
make its debut as the first<br />
foreign beer ever to appear <strong>in</strong><br />
this exclusive location. And<br />
it was a big hit, too.<br />
But it wasn’t just our<br />
<strong>Erd<strong>in</strong>ger</strong> wheat beer that<br />
tasted good to the Ch<strong>in</strong>ese.<br />
Wolfgang Schaeff from our<br />
export department also made<br />
quite an impression <strong>in</strong> his<br />
traditional Bavarian<br />
costume. From the reaction<br />
he received he might have<br />
been a visitor from Mars, and<br />
he was persuaded to give an<br />
<strong>in</strong>terview for Ch<strong>in</strong>ese<br />
television so that he could show off his<br />
"lederhosen” to Ch<strong>in</strong>ese viewers.<br />
"Irish Murphy's, Brisbane. L. to r.: Stephanie Hunter, Ross<br />
Veitch (Sales Manager, Simsed Agencies & Market<strong>in</strong>g),<br />
Chris Thornton (Manager Irish Murphy's)."<br />
Jordons at Darl<strong>in</strong>g Harbour, Sydney.
PRIZE-WINNING TASTE IN A BOTTLE<br />
Str<strong>in</strong>g of Awards for<br />
<strong>Erd<strong>in</strong>ger</strong> Champ<br />
The victor’s laurels sit well on our <strong>Erd<strong>in</strong>ger</strong> Champ! Peter<br />
Liebert (Technical Director) and Josef Westermeier<br />
(Director, Market<strong>in</strong>g & Sales) receive congratulations.<br />
The „Ra<strong>in</strong>bow Nation“ enjoys<br />
the <strong>Erd<strong>in</strong>ger</strong> taste<br />
Miles and miles of bush, majestic<br />
mounta<strong>in</strong>s and fabulous beaches – South<br />
Africa has all of these <strong>in</strong> <strong>in</strong>f<strong>in</strong>ite<br />
variations. It’s hardly surpris<strong>in</strong>g that more and<br />
more tourists are be<strong>in</strong>g drawn to this paradise at the<br />
southern tip of Africa. And when they get there, they<br />
are usually pleasantly surprised to f<strong>in</strong>d that even<br />
here, thousands of miles from home, they can enjoy<br />
the familiar quality taste of <strong>Erd<strong>in</strong>ger</strong> Weißbier. In<br />
fact, there’s noth<strong>in</strong>g unusual about this, because<br />
<strong>Erd<strong>in</strong>ger</strong> is one of the most well-known German<br />
speciality beers imported <strong>in</strong>to South Africa. We have<br />
been work<strong>in</strong>g with our local importer and<br />
distributor, NMK Schulz for over 10 years now. An<br />
<strong>in</strong>creas<strong>in</strong>g number of outlets are carry<strong>in</strong>g <strong>Erd<strong>in</strong>ger</strong><br />
S<strong>in</strong>ce its launch <strong>in</strong> summer 2000, <strong>Erd<strong>in</strong>ger</strong><br />
Champ has known an exceptional success,<br />
especially among younger people. This<br />
<strong>Erd<strong>in</strong>ger</strong> <strong>in</strong>novation has also become a firm<br />
favourite with the experts, too, as a str<strong>in</strong>g of recent<br />
awards shows:<br />
• „Deutscher Verpackungspreis 2001“, sales<br />
packag<strong>in</strong>g category<br />
• „HIT 2001“ – best newcomer <strong>in</strong> the beer<br />
category (trade survey by the German trade<br />
magaz<strong>in</strong>e „Lebensmittel Praxis“)<br />
• Most successful new dr<strong>in</strong>k launch of 2000<br />
(trade survey by the German trade magaz<strong>in</strong>e<br />
„Getränke Zeitung“)<br />
• 3rd place, „Shop-Tops-Wahl“ (trade survey by the<br />
German trade magaz<strong>in</strong>e „Convenience Shop“)<br />
OUR WHEAT BEER IN SOUTH AFRICA<br />
Blue Sky, the famous Table Mounta<strong>in</strong>, an <strong>Erd<strong>in</strong>ger</strong> and a few friends – what more could anyone want? Our picture<br />
shows Steve Wales, Regional Director of NMK Schulz (right) enjoy<strong>in</strong>g a wheat beer with some friends.<br />
Weißbier, and more and more South Africans are<br />
enjoy<strong>in</strong>g that <strong>in</strong>imitable <strong>Erd<strong>in</strong>ger</strong> taste.<br />
Now passengers on the world famous Rovos Rail<br />
can also get their beloved <strong>Erd<strong>in</strong>ger</strong>. The "Pride of<br />
Africa”, as the old steam tra<strong>in</strong> lov<strong>in</strong>gly restored<br />
a few years ago is known, wends its way<br />
through the country to the Cape on various<br />
routes and is probably the most luxurious<br />
tra<strong>in</strong> <strong>in</strong> the world. Its supreme comfort<br />
is not based on modern technology but<br />
on elegant design. There are only 36<br />
luxurious sleep<strong>in</strong>g compartments on<br />
board, with elegant bathrooms and<br />
seat<strong>in</strong>g areas. Passengers are therefore<br />
part of a cosy and exclusive group – even<br />
ERDINGER HOSPITALITY<br />
United Importers<br />
of Erd<strong>in</strong>g<br />
Our South African importer at the Erd<strong>in</strong>g Herbstfest.<br />
l. to r.: Anton Schneider (Market<strong>in</strong>g Director<br />
He<strong>in</strong>eken Switzerland), Waltraud Kaiser (Export<br />
Director, EWB) and Norbert Schulz (proprietor, NMK<br />
Schulz).<br />
<strong>Erd<strong>in</strong>ger</strong> Weißbier enjoys great<br />
popularity all over the world among<br />
consumers and <strong>in</strong> the trade. It is<br />
therefore a particular pleasure for <strong>Erd<strong>in</strong>ger</strong><br />
Weißbräu to enterta<strong>in</strong> its <strong>in</strong>ternational friends<br />
and customers each year at the Erd<strong>in</strong>g<br />
Herbstfest and spoil them with a taste of<br />
Bavarian beer culture. Among our many<br />
overseas guests this year was our South<br />
African importer, NMK Schulz. Export<br />
Director Waltraud Kaiser took our visitors on<br />
a tour of the festival grounds, which naturally<br />
<strong>in</strong>cluded a visit to the beer tent. A good<br />
measure of <strong>Erd<strong>in</strong>ger</strong> and some tasty Bavarian<br />
specialities soon helped the proprietor of NMK<br />
Schulz, Norbert Schulz, and his family forget<br />
the stress of their long journey and enjoy the<br />
festive atmosphere. And we are sure nobody<br />
will be surprised to know that one glass<br />
wasn’t enough!<br />
the Orient Express carries twice as many people.<br />
Sitt<strong>in</strong>g comfortably <strong>in</strong> the Pullman car with a cold<br />
<strong>Erd<strong>in</strong>ger</strong> <strong>in</strong> your hand, watch<strong>in</strong>g Pretoria, the<br />
Kruger National Park, Victoria Falls,<br />
Cape Town and many more<br />
wonderful sights go by – what<br />
better way could there be to<br />
enjoy the highlights of this<br />
amaz<strong>in</strong>g journey?<br />
Export News 1/2002<br />
Norbert Schulz,<br />
proprietor, NMK Schulz<br />
(right),<br />
Meyer Geldenhuis,<br />
Sales Consultant,<br />
NMK Schulz.<br />
Page 3
A draught of wheat beer fit for a Kaiser:<br />
Franz Beckenbauer.<br />
Around 1 billion people <strong>in</strong> 188 countries all<br />
over the world were glued to the television<br />
when our partner, FC Bayern München,<br />
won the <strong>in</strong>ternational Olympics of football aga<strong>in</strong><br />
after 25 years with their victory <strong>in</strong> the Club World<br />
Cup f<strong>in</strong>al. This gave them the "championship<br />
The new Tube tap font <strong>in</strong> all its glory.<br />
Page 4 Export News 1/2002<br />
STARS OF THE SOUTH<br />
FC Bayern and<br />
<strong>Erd<strong>in</strong>ger</strong> Weißbier<br />
TUBE IS THE MAGIC WORD<br />
treble”: German Championship, Champions<br />
League and World Cup <strong>in</strong> one season. Not many<br />
club teams can boast this k<strong>in</strong>d of success.<br />
Perhaps the most unforgettable of all was the<br />
Champions League. At the big <strong>Erd<strong>in</strong>ger</strong> Weißbier<br />
f<strong>in</strong>al party <strong>in</strong> the Munich Olympic Stadium,<br />
35,000 fans followed the penalty saga <strong>in</strong> Milan’s<br />
Meazza Stadium live on the video screen. When<br />
the hero of the even<strong>in</strong>g, Bayern goalkeeper Oliver<br />
Kahn, saved the f<strong>in</strong>al penalty kick, secur<strong>in</strong>g the<br />
long-coveted trophy for FC Bayern, the crowd <strong>in</strong><br />
the Olympic Stadium erupted. A dream had<br />
come true. <strong>Erd<strong>in</strong>ger</strong> Weißbier was naturally also<br />
present at the scene of the action <strong>in</strong> Milan, where<br />
team and fans celebrated <strong>in</strong> due fashion with<br />
<strong>Erd<strong>in</strong>ger</strong> Champ and wheat beer on draught.<br />
FC Bayern and <strong>Erd<strong>in</strong>ger</strong> Weißbräu are<br />
New tap fonts for<br />
<strong>Erd<strong>in</strong>ger</strong> beer on draught<br />
Whether <strong>in</strong> chrome or gold-plated, the<br />
new tap fonts for <strong>Erd<strong>in</strong>ger</strong> draught beer<br />
really stand out <strong>in</strong> a crowd. The units,<br />
called Tubes, are 100 mm <strong>in</strong> diameter and 600<br />
mm high. The illum<strong>in</strong>ated <strong>Erd<strong>in</strong>ger</strong> logo sits<br />
resplendent on the slop<strong>in</strong>g top, so that customers<br />
can see straight<br />
away that <strong>Erd<strong>in</strong>ger</strong><br />
Weißbier is on<br />
sale. As a special<br />
feature, the new<br />
fonts have tubes<br />
with <strong>in</strong>tegrated<br />
cool<strong>in</strong>g right up to<br />
the tap, ensur<strong>in</strong>g<br />
that our speciality<br />
beers hit the glass<br />
at just the right<br />
temperature. True<br />
<strong>Erd<strong>in</strong>ger</strong> satisfactionguaranteed.<br />
cont<strong>in</strong>u<strong>in</strong>g their strong partnership this season.<br />
Two more scenes of joy and celebration<br />
accompanied by plenty of foam<strong>in</strong>g wheat beer!<br />
OUR IMPORTERS<br />
Noreast Beers Ltd<br />
Noreast Beers Ltd is one of Ireland’s biggest<br />
importers of <strong>in</strong>ternational premium beers.<br />
The company has successfully <strong>in</strong>troduced a<br />
number of niche products onto the large Irish<br />
beer market, which is rich <strong>in</strong> tradition.<br />
Noreast Beers Ltd has been import<strong>in</strong>g<br />
<strong>Erd<strong>in</strong>ger</strong> Weißbier <strong>in</strong>to Ireland s<strong>in</strong>ce 1998. As<br />
a result, <strong>Erd<strong>in</strong>ger</strong> Weißbier has ga<strong>in</strong>ed a<br />
significant market position and an<br />
exceptionally high level of acceptance among<br />
Irish consumers.<br />
Founded <strong>in</strong> 1987 by John McElherron, Noreast<br />
Beers Ltd is still a family enterprise. The<br />
company is now run jo<strong>in</strong>tly by John<br />
McElherron’s sons, John, David and Greg<br />
McElherron. With their considerable skill and<br />
feel for what the trade and the cater<strong>in</strong>g<br />
<strong>in</strong>dustry want, they have adapted Noreast<br />
Beers Ltd successfully to the modern market.<br />
The company has depots <strong>in</strong> Dundalk, Cork,<br />
Galway and Newry from which it supplies<br />
sales outlets all over Ireland. Thanks to the<br />
outstand<strong>in</strong>g efforts of our importer, <strong>Erd<strong>in</strong>ger</strong><br />
can be enjoyed on draught and out of the<br />
bottle almost anywhere <strong>in</strong> the Emerald Isle.