premium sponsor of Biathlon World Cup - Erdinger

Beer festival in Kunshan
ERDINGER Euro Talk
Opening ERDINGER Weißbräuhof
G
reetings
As of this winter we are a premium sponsor
of the Biathlon World Cup and the Biathlon
World Championships. This partnership will
give our brand ERDINGER Non-Alcoholic
strong, global TV coverage. In Germany, we
have already reached first place in the market
for non-alcoholic beers. This sponsorship is
now the starting shot that will help establish a
long-term positioning for our non-alcoholic
product in many export markets, next to our
highly successful ERDINGER Weissbier. The
Biathlon circus tours throughout the world,
from Sweden to Austria, Germany and Italy,
then to the World Championships in South
Korea, and further to Canada and Russia.
Together with our top biathletes in Team
ERDINGER Non-Alcoholic, I look forward to
experiencing live the fascination of this great
winter sport together with our friends and
business partners.
Best regards from Erding
Werner Brombach
premium
sponsor of Biathlon World Cup
Privatbrauerei ERDINGER Weissbräu
is strengthening its involvement
in one of the most
popular and exciting of all winter sports.
From the coming season onward, the
brewery and its ERDINGER Non-
Alcoholic brand will be the new
premium partner of the IBU Biathlon
World Cup and the Biathlon World
Championships.
“Our role as a premium biathlon
sponsor is to continue our targeted
support for the sport so far. The fantastic
success of our highly popular Team
ERDINGER Non-Alcoholic athletes has
enabled us to achieve fantastic awareness
and image ratings. The massive TV
coverage of the World Cup races and the
World Championships will mean a
further significant step forward for
ERDINGER Non-Alcoholic,” says Wolfgang
Kuffner, Marketing Director of
ERDINGER Weißbräu.
– The World’s Most Popular Wheat Beer
SPONSORING
The biathlon topic will also play an
increasingly important role in Erdinger’s
export strategy. The World Cup circus
will pass through Sweden (Östersund),
Austria (Hochfilzen), Italy (Antholz),
Canada (Vancouver), Norway (Trondheim)
and Russia (Khanty Mansiysk),
while the World Championships will be
held in South Korea (Pyeong Chang).
These are all countries in which
ERDINGER Weissbier has already established
itself and is growing strongly, or in
which it is currently seeking market
penetration. Constant international TV
coverage for the ERDINGER Non-
Alcoholic brand will be guaranteed by
the logo on all starting numbers, as well
as by top-located perimeter advertising.
PR activities, such as incentive visits to
the VIP tent and ticket draws with
international media partners, will complete
the branding efforts for the isotonic
thirst-quencher. The family-owned Bava-
The top athletes of Team
ERDINGER Non-Alcoholic:
vice world champion Andi
Birnbacher, World Cup winner
Kathrin Hitzer and three-times
Olympic champion Michi Greis
(from left)
rian weissbier brewery and the top athletes
of its Team ERDINGER Non-Alcoholic
have long established themselves as
major players in the world of biathlon.
The three-times Olympic champion
Michi Greis, vice world champion Andi
Birnbacher and World Cup winner
Kathrin Hitzer will be celebrating their
future victories with the legendary
ERDINGER Non-Alcoholic 3-liter glass
after crossing the finishing line.
“With sports events like the Biathlon
World Cup and the Biathlon World
Championships we can introduce
ERDINGER Non-Alcoholic to more
export nations and further develop the
brand,” says Waltraud Kaiser, Export
Director of the private brewery. Ms.
Kaiser adds: “For us, it is decisive that
our importers can experience live the
fascination of biathlon together with the
Team ERDINGER Non-Alcoholic stars as
part of their own incentive activities.”
www.erdinger.de

EXPORT NEWS 2/08
ERDINGER IN CHINA
Beer festival in Kunshan
The fourth “International Beer Festival”
was held in Kunshan, China, in 2008.
The festival attracted some 400,000
visitors. It was organized by the German
Foreign Chamber of Commerce, represented
by Bernd Reitmeier, and the city of Kunshan.
As in previous years, the “German Beer Tent”
dominated proceedings. The tent was large
enough for 2,000 guests to enjoy a freshly
poured glass of ERDINGER Weissbier simultaneously.
With their repertoire of Ger-man
folk and party music, the “Emsperlen” and
“Schwabenländer Musikanten” bands helped
create the desired atmosphere in the tent. In
addition to this relaxed festival atmosphere,
the “International Beer Festival” in Kunshan is
mainly about creating and intensifying
business contacts. Situated just 50 km west of
Shanghai, the Kunshan region represents an
ideal location for national and international
investors. Companies and entrepreneurs from
over 55 nations have already established
themselves in the district along the Yangtze
river. ERDINGER Weissbier is one of the firmly
established brands in the region and is also
available at the Swissôtel Kunshan. Guests in
the hotel’s own outdoor ERDINGER beer
garden can enjoy Bavarian specialties – such
as weisswurst, pretzels and ERDINGER
Weissbier – just like in a traditional German
“beergarten”.
ERDINGER Weissbier in North Korea
The five-star designer hotel “The Ananti” is
located in the middle of the Kumgang mountains
of North Korea, also known as the mythical
“Diamond Mountains”. In addition to suave
deluxe rooms and suites with panoramic
mountain views, the resort offers a golf course
and spa facilities. And to top off a perfect stay, the Ananti Resort began offering its guests
freshly poured ERDINGER Weissbier in July 2008.
NEWSTICKER
ERDINGER Weissbier is regarded
as a specialty beer in China
The ERDINGER beer garden
of Swissôtel Kunshan
ERDINGER Non-Alcoholic in Monaco
ERDINGER Non-Alcoholic was on hand to
serve athletes taking part in the fourth Half
Ironman Monaco to be held in the principality.
1,120 competitors from 40 nations
entered the triathlon event and were happy to
accept a cool ERDINGER Non-Alcoholic after
crossing the finishing line. A total of around 1,200 liters of ERDINGER Non-Alcoholic
were served to the triathletes in Monaco.

Euro evening in Basel
During the European Football
Championships in summer
2008, ERDINGER Weißbräu
invited Franz Beckenbauer and many of
its Swiss customers to a Euro-Talk event
in Basel. After watching the Portugal v.
Switzerland match together, soccer’s
Franz Beckenbauer in conversation with presenter
Sebastian Hellmann at the Euro-Talk in Basel
Philip Getty, the owner of Redrocks Basel and Werner
Brombach, owner of Privatbrauerei ERDINGER Weißbräu
SWITZERLAND
The CasaMagna Marriott Puerto Vallarta Resort & Spa in Mexico
“Kaiser” shared some of his many
experiences in the cozy atmosphere of
the “Redrocks” music bar. Werner
Brombach, owner of Privatbrauerei
ERDINGER Weißbräu, Export Director
Waltraud Kaiser, Willem Hosang, Toni
Schneider and Antonio Govetosa of
Heineken Switzerland (our exclusive
sales partners in Switzerland) all
impressed with their in-depth knowledge
of the sport. The Euro-Talk in Basel was
Beckenbauer’s only appearance of this
kind during the European Football
Championships.
Switzerland is one of the private
brewery’s most important export
markets with renewed growth year after
year – thanks in part to our excellent
cooperation with Heineken. The isotonic
thirst-quencher ERDINGER Non-Alcoholic
is particularly successful and fast
gaining popularity among the Swiss. This
success can also be seen from the rising
sales figures of Migros, Switzerland’s
largest retailer.
NEW MARKETS
OUR IMPORTERS
EXPORT NEWS 2/08
De Brouwketel –
‘s-partner in Holland
De Brouwketel has been successfully importing ERDINGER to the
Netherlands since 1995. ERDINGER Weissbier is particularly well
represented in the southern and eastern regions of the country and is
one of the most popular foreign beers. De Brouwketel, a subsidiary of Heineken
Netherlands, focuses on importing and distributing beer specialties from around
the world. The company is located in Zoeterwoude. Under the management of
Dré Coppoolse, the company’s highly active sales team successfully markets
ERDINGER specialties.
The De Brouwketel team enjoying a brewery tour in Erding
enters new
markets in Latin America
The major industrial nations of
Latin America are expected to
achieve their fifth consecutive year
of strong economic development in 2008
with growth of around 5.5 percent. This
consistently positive trend has long
brought about a sustained improvement
in the purchasing power of local
consumers – and with it a steady growth
in beer sales. It should also be
remembered that the population of Latin
America accounts for 8.7 percent of the
world’s total. Sufficient grounds for
ERDINGER to expand its international
presence and tap into markets such as
Mexico, Argentina, Uruguay, Paraguay,
Ecuador and Panama – in addition to the
classic markets
of Chile, Peru,
Columbia and
Brazil. In 2007,
Latin America’s
local beer brewers
produced
275 million hl.
ERDINGER at a Tienda Inglesa
supermarket in Uruguay
Mexico is the
world’s seventh
largest brewing
nation with an annual output of around
60 million hl of beer. In addition to domestic
brands, imported beers are also
growing in popularity. For example,
ERDINGER Weissbier is served at over 25
Irish Pubs in Mexico City alone.
ERDINGER Weissbier and ERDINGER
Dunkel are also available in numerous
Mexican cities, such as Guadalajara,
Monterrey and most holiday resorts –
from Cancun, Puerto Vallarta, Acapulco
and Cabo San Lucas to Mazatlan. In
2007 ERDINGER Weissbier was the first
wheat beer ever to be imported to
Uruguay and has since enjoyed a
growing popularity among retailers and
bar owners. With annual per capita
beer consumption of around 19.8
liters, however, Uruguay is not a nation
of beer drinkers. However, the country
is extremely interesting for a premium
brand like ERDINGER Weissbier due to
its exclusive image as a holiday destination
for the elite of Latin America.
ERDINGER is available both in firstclass
hotels and bars in Uruguay’s
capital Montevideo and in the famous
resort of Punta del Este.

EXPORT NEWS 2/08
Future visitors to the traditional
Weißbräu brewery will now be
able to stay overnight. At its
historic headquarters in the heart of
Erding, the Brombach family has created
an exclusive four-star town hotel with a
friendly atmosphere in which guests can
experience the history of beer brewing at
first hand. The hotel took two years to
construct.
Just one week after opening, the
ERDINGER Weißbräuhof was afforded a
very special honor: German Chancellor
Dr. Angela Merkel and leading figures of
the governing parties CDU and CSU met
for a joint executive committee meeting at
the ERDINGER hotel.
The Chancellor and state premiers were
impressed by the harmony achieved
between modern comfort and traditional
Bavarian hospitality. From cozy standard
rooms to luxurious suites – all rooms are
fitted with hand-crafted, specially made
furniture. The warm colors and highgrade
materials create an atmosphere in
: Werner Brombach, owner of Privatbrauerei ERDINGER Weißbräu (left),
with his family and friends in front of the newly opened hotel
FANS
Globe finds home at
which guests can
relax and feel at
home. An eye for
detail is shown, for
example, in the
hand-painted room
number plates with
wheat-stalk motif.
However, the Hotel
ERDINGER Weißbräu
also boasts
the latest multimedia
equipment,
such as flat screens
and free internet access
in every room.
OPENING
Welcome to the
The exporting success of the world’s largest weissbier brewery inspired fan club
member Robert Seitz (3rd from left) and his friends in the Swabian town of
Oberndorf to create a very special present, the “ERDINGER Globe”. The
masterpiece took over ten thousand crown caps, 260 hours and 55 cartridges of silicon
adhesive to create. The globe measures an impressive 1.70 meters in diameter and
weighs 200 kilograms. It can now be admired during tours of the brewery.
Visibly impressed and delighted, Peter Liebert (r.), Head of Technology
and Purchasing at the brewery, accepts the ERDINGER globe
One particular highlight is the romantic
tower room on the third floor with its
view of the town center, and the
comfortable suites each with its own
special motto. The “Braumeister Suite”
with inner courtyard balcony, exclusive
wooden coffered ceiling and bedside
tables made from beer barrels, gives an
insight into the world of the private
brewery. In the “Romantik Suite”, chandeliers,
golden curtains and a four-poster
bed give the impression of a royal
chamber.
The hotel opening also
marked the end of
renovation work
VIP visitors: German Chancellor Angela Merkel on her way to an executive
committee meeting at ERDINGER Weißbräuhof
on the Weißbräuhof building. The front of
the building was already revamped last
year and the popular brewery inn was reopened
with a special party. Now the
complete brewery ensemble, inside and
out, has become a real gem – ready to be
appreciated by visitors from all over the
world.
www.hotel-erdinger-weissbraeu.de