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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.
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