Oktoberfests in Dublin and Mumbai - Erdinger

SPORT
– The World’s Most Popular Wheat Beer
Oktoberfests
in Dublin and
Mumbai
www.erdinger.de
1/2011
Biathlon season
2010/2011
ERDINGER
in Australia
Interview with
US sales agent

CONTENTS EDITORIAL
EDITORIAL
COVER FEATURE
Oktoberfests in Dublin and Mumbai
SPORT
Biathlon season 2010/2011
New to Team ERDINGER Non-Alcoholic
Our importers
ERDINGER in Australia
ERDINGER AROUND
THE WORLD
New markets
Seite 2
Page 3
Page 4-5
Page 6-7
Page 8-9
Page 10-11
Page 12-13
ERDINGER LOCATIONS
Chilling at the “Beachcomber” in California
“Bierstub des 12 Apôtres” in Strasbourg
Opening of “Oktoberfest” in Madrid
ERDINGER beer garden in the Caribbean
ANNIVERSARY
125 years of ERDINGER Weissbräu
NEWS
INTERVIEW
Glenn McDonald, sales agent USA
IMPRINT
The World’s Most Popular Wheat Beer
Page 14
Page 14
Page 15
Page 15
Page 16
Page 17
Page 18-19
Page19
Greetings
Thanks to Andreas Raelert, the legendary Ironman on
Hawaii marked the pinnacle of a fantastic running and
triathlon season for our Team ERDINGER Non-
Alcoholic. After winning in Frankfurt to become
European Champion, a dramatic race on Big Island saw
him gain the title of Vice World Champion – coming in
just 1:40 minutes behind the winner. Congratulations!
But there’s no time to catch our breath as the next
major sporting challenge is just around the corner.
Once again, ERDINGER Non-Alcoholic’s international
brand presence this winter will center around the fascination
of biathlon. Over the last two successful years as
a premium partner of the IBU World Cup, our strong
brand presence during the events and the top athletes
of Team ERDINGER Non-Alcoholic have helped catapult
the awareness and goodwill ratings of our isotonic
thirst-quencher. The USA is now the latest country to
catch biathlon fever. Two World Cup events are to be
held in North America this season – offering great
potential for our brand on this important growth market.
And we plan to expand our commitment to the
sport. With Magdalena Neuner, the team has been able
to recruit a truly exceptional athlete. She was Germany’s
most successful competitor at the Winter Olympics in
Vancouver – bringing home two golds and one silver.
What’s more, she’s an extremely likeable person.
We look forward to the special atmosphere of the
World Cup venues and the World Championships in
Khanty-Mansiysk, Russia, and wish our biathlon
team every success.
Best regards from Erding
Werner Brombach
Page 3

COVER FEATURE
PREMIERES
ERDINGER’s Oktoberfests around the world are
legendary. Whether in Singapore, Shanghai, Cincinnati
or Jundah in Australia – everyone enjoys
the traditional Bavarian festivals, especially with
ERDINGER wheat beers. Dublin held its third
Oktoberfest this year, and for the first time
served ERDINGER. In cooperation with importer
“Noreast Beers Ltd.” and the Hamburgbased
event agency BJP, the ten days in October
2010 were a complete success – both for the
guests and for ERDINGER Weissbräu. Dublin’s
famous docklands played host to traditional
Bavarian lifestyle: in the big festival tent and the
beer garden outside, ERDINGER wheat beers
were served in traditional liter pots by staff
wearing “dirndl” dresses and leather trousers
(“Lederhosn”). Also on offer were the Bavarian
delicacies “Leberkäs” (meat loaf), “Hendl”
(chicken) and “Bratwurst” (sausage). The party
band “Mostlandstürmer” from Austria provided
the right musical backdrop for swaying and singing.
The ERDINGER tent was soon full to bursting
and all other guests were able to enjoy
some fantastic weather in the adjacent beer garden.
Thousands of visitors flocked to the docklands
during the ten days to be inspired by the
original Bavarian way of life. The unique
atmosphere, fantastic weather and traditional
wheat beer made Dublin’s first Oktoberfest with
ERDINGER a full success.
A great atmosphere and a full ERDINGER beer tent in Dublin’s docklands
Page 4
Oktoberfests in Dublin ...
Welcome to Dublin’s Oktoberfest
... and Mumbai
Some 7,600 kilometers from Dublin as the crow
flies, a first ERDINGER Oktoberfest was also celebrated
in Mumbai. The Indian metropolis, one of
the most heavily populated cities in the world,
enjoyed a weekend of exuberant Oktoberfest
celebrations on the site of the Mahalaxmi horse
racing course. The Oktoberfest was organized in
cooperation with the logistics company DHL and
the German-Indian Chamber of Foreign Trade.
All tables for the big ERDINGER tent were booked
out weeks in advance. On stage were the Oktoberfest
band “Die Oberbayern” – flown in specially
from Germany – who provided a fantastic
atmosphere with their Bavarian hits. Those who
didn’t manage to secure one of the indoor seats
could also experience the unique Oktoberfest
feeling in the beer garden. The “Oberbayern”
stage performance was also shown on a plasma
screen outside, so that guests in the beer garden
could enjoy the same atmosphere as in the tent.
To the delight of the guests, the wheat beer spe-
cialty ERDINGER with Fine Yeast was served in
classic “steins”. Following the tremendous success
of this first event, preparations are already
being made for the Oktoberfest 2011 in Mumbai.
ERDINGER Weissbräu has already made very
good experience on the Indian sub-continent.
The brewery presented itself for the first time at
Party mood in Mumbai at the 1st ERDINGER Oktoberfest
COVER FEATURE
the Mumbai Christmas market in 2010; its wheat
beer specialties were also served at this year’s
Oktoberfest in Pune, 300 kilometers south of
Mumbai. Both events were also in cooperation
with the German-Indian Chamber of Foreign
Trade and DHL and were both very favorably
received by the public and the event organizers.
Page 5

BIATHLON SEASON 2010/2011
WINTER SPORTS SEASON 2010/2011
Biathlon festival
ERDINGER Weissbräu is looking forward to the
new biathlon season with a mixture of pride and
anticipation. For the third year running, the
traditional privately-owned brewery and its
isotonic thirst-quencher ERDINGER Non-Alcoholic
will be accompanying the World Cup and
World Championships as a premium partner.
The brewery is sure to encounter many of its
friends and fans at the World Cup, as well as
making plenty of new ones. The bright blue perimeter
advertising and starting numbers of
ERDINGER Non-Alcoholic have long become a
trademark feature of biathlon. At the events
themselves, the ERDINGER team ensures a
strong and compelling brand presence by providing
incentives in the VIP tents and serving
ERDINGER Non-Alcoholic in the sports and
special guest areas.
Sensational team
With Magdalena Neuner, Michael Greis, Andreas
Birnbacher, Kathrin Hitzer, Miriam Gössner,
Simon Schempp and Lukas Hofer, Team
ERDINGER Non-Alcoholic boasts an impressive
line-up which is sure to inspire both the
spectators and ERDINGER Weissbräu with
fantastic performances and victories. Double
Olympic gold medal winner and World Cup
champion Magdalena Neuner will be starting for
Team ERDINGER Non-Alcoholic for the first time
this season. This likeable and highly dedicated
athlete is in top form and makes a perfect addition
to the biathlon team. But who will take the
podium this season? Can Magdalena Neuner and
Emil Hegle Svendsen defend their titles? How
will our highly motivated Team ERDINGER Non-
Alcoholic athletes fare? Questions which are
about to be answered in ten World Cup competitions
around the globe. The fascination of
biathlon is unbroken. Thousands of enthusiastic
fans in the stadiums and millions at home
in front of their TVs will be on the edge of their
seats as the world’s top biathletes fight for World
Cup points.
From the Kitzbühel to the Julian Alps
Following the start in Östersund, next stop is
Hochfilzen in Austria’s Pillerseetal. Surrounded
by mountains, the idyllic biathlon stadium is
transformed into a caldron once a year. The
World Cup circus will be stopping there on
December 10-12. The next World Cup event will
take place in one of the world’s most modern
biathlon stadiums from the 16th to the 19th of
December. The location is Pokljuka, a plateau
high up in the Triglav national park of Slovenia.
Some 20 kilometers from the town of Bled, the
venue is famous for its relaxed and friendly
atmosphere.
German highlights
The new year starts with the season’s German
highlights in Oberhof (05.01. – 09.01.11) and
Ruhpolding (12.01. – 16.01.11). “Local heroes”
Michael Greis and Andreas Birnbacher are particularly
looking forward to Ruhpolding. Following
his impressive performance at the German
Summer Biathlon Championships, Andreas
Birnbacher must be among the favorites. But of
course Michael Greis, the triple Olympic champion
of Turin, will also be doing his best to please
the fans. Biathlon plays a particularly important
role at the biathlon Mecca of Rennsteig and in
the newly built Chiemgau Arena. The World Cup
days are true festival days here: up to 20,000
fans make the pilgrimage to the stadiums to
cheer on their favorites. Naturally, the mood is
even more feverish if a German athlete or the
German relay team are in front at the end.
On to Northern Italy
Just one week after Ruhpolding, the competition
moves to Antholz (20.01. – 23.01.11). The
“Südtirol Arena” is a home event for Team
Lukas Hofer, Miriam Gössner, Michael Greis, Magdalena Neuner, Andreas Birnbacher, Kathrin Hitzer, Simon Schempp (from left)
ERDINGER Non-Alcoholic member Lukas Hofer.
Following his first World Cup year, the talented
German-speaking Italian is now taking the next
steps in the hope of establishing himself in the
World Cup. There is little doubt he will achieve
this, though, as ambition and dedication are two
virtues Lukas Hofer has in abundance.
The call of Siberia and overseas!
The biathletes will be treading new ground in
February. In the US state of Maine, not far from
the Canadian border, biathlon events are to be
held in Presque Isle (04.02. – 06.02.11) and
Fort Kent (10.02. – 13.02.11) – two venues
which weren’t part of the World Cup in the last
few years. Of course the newest member of
Team ERDINGER Non-Alcoholic, Magdalena
Neuner, will have fond memories of North
America. At the Winter Olympics in Vancouver,
she won gold in both the pursuit and mass
start events with two fantastic races. The victo-
ries were naturally celebrated in style with
ERDINGER wheat beer specialties at Whistler’s
“Kufen-Stüberl” bar. The Siberian town of Khanty-Mansiysk
will be hosting the Biathlon World
Championships from 03.03. – 13.03.11. – the
sporting highlight of the World Cup calendar.
Whether in the individual, pursuit, mass start or
relay events – the new champion biathletes will
be decided in West Siberia.
Ending in Scandinavia!
A long and tiring season will finally come to an
end in Oslo, with the traditional Holmenkollen
event (17.03. – 20.03.11). This place of pilgrimage
for Nordic skiing always produces a
breathtaking atmosphere and motivates the
athletes to give their all for one final event.
Page 6 Page 7

NEW TO TEAM ERDINGER NON-ALCOHOLIC
Magdalena Neuner
Date of birth: February 2, 1987
Resident in: Wallgau/Bavaria, Germany
Height: 165 cm
Weight: 56 kg
Occupation: Customs officer
Sport: Biathlon
Andreas Raelert
Date of birth: August 11, 1976
Resident in: Drage/Hamburg, Germany
Height: 184 cm
Weight: 72 kg
Studying: Business administration
Sport: Triathlon
Michael Raelert
Date of birth: August 29, 1980
Resident in: Rostock, Germany
Height: 188 cm
Weight: 74 kg
Studying: Politics and theology
Sport: Triathlon
Page 8
Successes: Olympic champion mass start
Vancouver 2010
Olympic champion pursuit
Vancouver 2010
Silver medal winner sprint
Vancouver 2010
Overall World Cup winner
2009/2010 season
19 individual World Cup victories
since 2007
The two-times Olympic champion Magdalena
Neuner joined Team ERDINGER Non-Alcoholic
in the 2010/2011 season. She has been pursuing
her great passion, the biathlon, for 14 years
now. Already junior world champion several
times over, she made her debut in the World Cup
in 2006. Since then, the German biathlete has
Successes: Vice World Champion Ironman
Hawaii,2010
1st place Ironman Germany 2010
European Champion long distance
2010
3rd place Ironman Hawaii 2009
1st place Ironman Arizona 2008
4th place Ironman Frankfurt 2009
Andreas Raelert began his sporting career as a
swimmer, even before he started school. As a
16-year-old in 1992, he decided to change to triathlon.
In 1993, he was selected for the German
national team and made a name for himself in
the following years with some top races. He is the
only triathlete to have already represented
Germany at two Olympic Games. In Sydney, he
reached 12th and in Athens 6th place. In 2009,
Successes: Champion at Ironman World
Championships 70.3 2010
1st place Ironman 70.3
Rapperswill-Jona 2010
1st place Ironman 70.3
Wildflower Triathlon 2010
1st place Ironman 70.3 WM
Clearwater 2009
“You have to slow me down, because I always
want to win,” says Michael Raelert, the fouryears
younger brother of professional triathlete
Andreas Raelert. Michael stresses how much he
has benefited from his older brother. Joint training
sessions and mental coaching have put the
Rostock-based athlete where he is today: at the
very top of the triathlon world. His career as a
professional triathlete began in 2005, when he
chalked up 19 individual World Cup victories.
In 2007, she won three titles at the Biathlon
World Championships in Antholz (Italy) and was
both the most successful competitor and the
youngest ever three-times world champion. In
the 2007/2008 season, Neuner won the Overall
World Cup – a feat she repeated in the 2009/2010
season. At her first Olympic Games in Vancouver
in February 2010 she was crowned “Gold Lena”:
winning two gold medals and a silver in the
sprint. The likeable double Olympic champion is
down-to-earth as well as highly professional and
eloquent – making her the ideal representative
for the isotonic thirst-quencher ERDINGER Non-
Alcoholic.
he was the best German at the Ironman World
Championships on Hawaii and came third overall
in only his third long-distance race. The next
major successes followed in 2010: first he took a
resounding first place at the Ironman Germany
in Frankfurt and was crowned European Champion
in long distance; then on Hawaii, Raelert
turned in another fantastic performance to
become Vice World Champion.
was crowned German Champion over the Olympic
distance. Due to illness, he had to take a
break in 2006 and 2007 but successfully defended
his title in 2008. Since this time, his run of
success has been unbroken. His distance is
the 70.3, where he became World Champion in
2010 and hopes to celebrate many more
successes in future.
Mike Aigroz
Date of birth: February 23, 1978
Resident in: Château-d’Œx, Switzerland
Height: 180 cm
Weight: 69 kg
Sport: Triathlon
Sebastian Kienle
Date of birth: July 06, 1984
Resident in: Karlsruhe/Knittlingen, Germany
Height: 180 cm
Weight: 73 kg
Studying: Physics
Sport: Triathlon
Successes: 3rd place
Ironman Switzerland 2010
2nd place Ironman Canada 2009
2nd place Ironman 70.3
Switzerland 2009
Passion, enthusiasm and a strong will to succeed
– these three characteristics are the sporting
principles of Mike Aigroz. As a 16-year-old, the
Swiss athlete was already driven by a burning
desire for sporting success. Today, the trained
mechanic is regarded as a skilled long-distance
specialist. Mike Aigroz is a sports fanatic with
heart and soul, always on the search for his personal
boundaries. A native of the Alpine village of
Château-d’Œx, Mike Aigroz has already notched
up numerous international successes, includ-
Successes: 2nd place Ironman
70.3 Germany 2010
2nd place Challenge Roth 2010
1st place City Triathlon Heilbronn 2010
1st place Triathlon Buschhütten 2010
1st place Triathlon Buschhütten 2009
1st place Kraichgau Challenge 2009
Sebastian Kienle took up triathlon because he
was bored. To be precise, his father took the
12-year-old to a triathlon meeting for something
to do. Sebastian Kienle was inspired by what he
saw and the fascination has never left him.
Eyebrows were first raised in 2009 when he
remained unbeaten in all races in Germany, winning
the Ironman 70.3 Germany as well as the
prestigious Kraichgau race. Kienle even won the
Simon Schempp Successes: World Champion Mixed Relay
Chanty-Mansijsk 2010
2nd place: World Cup Oslo 2010
Junior World Champion
Canmore 2009
Date of birth: November 14, 1988
Resident in: Uhingen, Baden-Württemberg,
Germany
Height: 178 cm
Weight: 68 kg
Occupation: Customs officer
Sport: Biathlon
His role model is four-times biathlon Olympic
champion Ricco Gross, and Simon Schempp at
least displays the same passion and determination
to win. The German made his debut in the
Junior European Cup 2006, where he won his
first sprint race and came second in pursuit. At
the Junior World Championships 2009 in Canmore,
Schempp finished sixth in the sprint, fifth
in the individuals, won silver behind Lukas Hofer
in the pursuit and gold in the relay competition.
In the 2009/2010 season, the youngster has also
produced some very impressive performances.
In the World Championship race in Khanty-Man-
ing 2nd place in the Ironman Canada in 2009.
ERDINGER Weissbräu is delighted that Mike
Aigroz has been flying the flag for Switzerland in
Team ERDINGER Non-Alcoholic since 2010.
Rhein Neckar Cup for the third year running. The
Team member has remained on track for success
in 2010. At the major triathlon event in
Roth, the Karlsruhe-based triathlete took second
place. Kienle also impressed at the Ironman
70.3. European Championships in Wiesbaden
with an excellent 2nd place.
siysk, Schempp recorded the best result of his
career so far. In the mixed relay with Simone
Hauswald, Magdalena Neuner and Arnd Peiffer,
Schempp was crowned World Champion. At the
World Cup race in Oslo-Holmenkollen, Simon
Schempp was also “super-happy” at coming
second – as he was the only competitor with no
misses in the shooting.
Page 9

ERDINGER IN AUSTRALIA
OUR IMPORTERS
Australians love beer. Considering the country’s
hot, dry climate, it’s not surprising that an icecold
refreshment is always welcome. The range
of beers on offer in Australia is therefore understandably
large – with everything from ale, bitter,
lager, bock, pilsner and stout, to light beer and of
course wheat beer. In recent years, low-calorie
beers have also become bestsellers. Each state
has its own beer specialties and “Aussies” will
argue all night why theirs is the best. The
Australian’s thirst for beer is strongest in Darwin,
a city in the far north of the country, with per
capita consumption of around 200 liters per
year.
The proportion of imported beers in Australia is
relatively small. They are still regarded as specialty
beers – but their popularity is growing.
ERDINGER Weissbier was first exported to
Australia twelve years ago and has enjoyed tremendous
success ever since. Up to 2004, imports
were restricted to major cities, such as Melbourne
in Victoria and Sydney in New South Wales. In the
meantime, however, ERDINGER Weissbier has
OUR IMPORTERS
68 inhabitants, one police station, a store, a
school and a hotel – that just about sums up the
outback village of Jundah in Queensland, 1,122
kilometers west of Brisbane. It was here, of all
places, that the village locals decided to hold a
spectacular Oktoberfest. Nowadays, Oktoberfests
are celebrated all over the globe, but Jundah can
rightly claim to be the smallest and most remote
“Wiesn” venue of them all. Jundah’s inhabitants
went to terrific lengths to ensure their festival was
as close as possible to the original: the school’s
headmaster taught his pupils to sing German
party songs, each of the 68 inhabitants came
dressed in traditional “dirndl” dress or leather
trousers (“Lederhosn”), and for one day every
street in Jundah was given a German name. But
that’s not all. The owner of the town’s only hotel
Page 10
in Australia
established itself in virtually all areas of the country.
Our wheat beers are represented in the Melbourne
and Sydney region by BEACH AVENUE
WHOLESALERS and in Queensland by EURO
PACIFIC LIQUOR. WORLD BRANDS AUSTRALIA
are responsible for Western Australia and the
AUSTRALASIAN IMPORT GROUP looks after business
in South Australia. The imported range
includes ERDINGER Weissbier with Fine Yeast,
Crystal, Dark and ERDINGER Champ – the wheat
beer you can drink straight from the bottle. Our
isotonic and calorie-reduced thirst-quencher
ERDINGER Non-Alcoholic is also a firm favorite
“down under”.
Guests can enjoy a freshly poured ERDINGER at
some top locations throughout Australia. The
“Onyx Restaurant”, for example, in the pulsating
surfer’s paradise of Brisbane, not only offers
ERDINGER Weissbier on tap and in bottles, but
also serves great food and offers a breathtaking
view of the sea. ERDINGER and sushi is available
at the famous fish restaurant “Jordons” in Sydney.
At “Stuyvesant's House” in Sydney, owners
Max and Rudi Dietzle cook all meals personally,
offering a range of German and international
dishes. Should you ever be in Melbourne, be
sure to check out “Cookie”, where you can enjoy
a refreshing ERDINGER together with the
restaurant’s fantastic Thai food. Fresh fish and a
nicely chilled wheat beer is the specialty of “Claypots
Seafood Restaurant” in Melbourne.
Oktoberfest in the outback
prepared tasty German dishes specially for the
occasion. ERDINGER’s importer for the Queensland
region, Euro Pacific Liquor, provided all
guests with their favorite wheat beers, and German
music specialists “Rudi and the Continentals”
were flown in specially from Brisbane! The
one-day event was part of a charity program
(“Angel Flight Outback Trailblazer”) which collects
money for the organization. “Angel Flight
Outback Trailblazer” has been providing free
medical flights since 2003 to ensure fast care for
sick people in the outback. In the last seven
years, volunteer pilots have helped around 1,800
people.
OUR IMPORTERS
Australians certainly enjoy a good party, but
just as important for the inhabitants of the
world’s sixth largest country is sport! The
“ERDINGER Non-Alcoholic Teams Trophy Series”
was launched in Queensland this year. In three
races over three months, nine cycling teams took
up the challenge to find Queensland’s best team.
ERDINGER Weissbräu launched the event to give
talented young cyclists the chance to improve
their possibilities and develop team spirit. Team
ERDINGER Non-Alcoholic Australia was once
again among the front-runners. The team consists
of five young, up-and-coming cyclists, whose
ambition is to become professional racers and
one day take part in Europe’s famous competitions.
ERDINGER IN AUSTRALIA
Non-Alcoholic in Queensland
The first race was over 125 kilometers in and
around Tenthill. The second part of the series led
the teams to Rosewood and Mount Morrow.
Finally, a distance of 162 kilometers had to
be cycled – from Calliope to Biloela. Team
ERDINGER Non-Alcoholic Australia put in strong
performances in all the races and is currently
preparing for the new season.
Page 11

ERDINGER AROUND THE WORLD
NEW MARKETS
For the presentation of ERDINGER’s new markets
in this issue, our journey takes us from the brewery
in Erding – where every bottle of wheat beer
is still brewed – to our European neighbor
Estonia, via Central and South America to Asia.
ERDINGER Weissbräu now exports its wheat beer
specialties to 78 countries around the world.
According to Export Director Waltraud Kaiser,
Page 12
in Estonia, Nicaragua, Ecuador
and Malaysia ERDINGER Weissbräu began exporting to Estonia
In the land
of a thousand
volcanoes
Next stop is Central America. With a land mass of
129,494 square kilometers, Nicaragua is located
between Honduras and Costa Rica. Crisscrossed
by a chain of active fire-breathing mountains,
Nicaragua is known as the land of a thousand
volcanoes. The average annual temperature is
around 30 degrees and, as a consequence, light
beer is very popular in Nicaragua. The isotonic,
vitamin-rich and calorie-reduced thirst-quencher
ERDINGER Non-Alcoholic is likely to prove
popular with all those beer lovers who can do
without alcohol but not without the taste of beer.
In addition to our non-alcoholic variant, importer
D'Europa S.A. also markets ERDINGER Weissbier
with Fine Yeast, ERDINGER Dark and
ERDINGER Crystal in Central America’s largest
country. Distribution will initially focus on the
tourist hot spots Léon, on the Pacific Ocean, and
Granada at the foot of the Mombacho volcano.
ERDINGER’s wheat beer specialties will be available
from the supermarket chain La Union,
which has 28 stores in the capital, Managua,
alone. In addition, it will be sold in stores of the
grocery chains La Colonia, Porta's and Price
Smart. Beer brewing in Nicaragua has German
roots, as the local company “Compañía Cervecera
de Nicaragua”, with its brand Xolotlan, was
founded by German immigrants in 1926. The
brewery still exists today and holds a 93 percent
monopoly of the Nicaraguan beer market. Per
capita beer consumption in Nicaragua is just 15
liters a year.
this successful export strategy is based on a
“policy of small steps. That means putting a lot
of effort into developing country after country,
carefully selecting the right importers and partners
and finding the right locations. This can
often be time-consuming and painstaking work.”
ERDINGER Weissbräu needs “partners who
fully appreciate the quality of our wheat beers
and share our passion and enthusiasm for
ERDINGER,” says Waltraud Kaiser. With its range
of wheat beer specialties, ERDINGER Weissbräu
now looks forward to injecting new life into the
beer markets of Estonia, Nicaragua, Ecuador and
Malaysia.
South American
variety
in Ecuador
Geographically, topographically, climatically and
ethnically, Ecuador is regarded as one of the most
varied countries in the world. Located in the
north west of South America with a population of
14 million, the country can offer travelers everything
from Andean highlands and the Pacific
plain, to the rain forest of the Amazon basin and
Ecuador’s Galapagos Islands. And even in terms
of cooking, the republic between Colombia and
Peru offers tremendous diversity. The typical hot
chili sauce and fish cooked in coconut milk are
part of Ecuador’s traditional cuisine. The
country’s Incan beer, chicha, made from maize,
cassava, bananas and the Incan rice quinoa, is
also exotic and definitely an acquired taste. In
general, the beer market in Ecuador is dominated
by the world’s second largest brewery group,
SABMiller. ERDINGER Weissbräu exports its
wheat beers via the company ELBE S.A.. Distribution
is focused on locations in Ecuador’s largest
and economically most important city, Guayaquil.
The two varieties exported to Ecuador, ERDINGER
with Fine Yeast and ERDINGER Dark, are also
available through the supermarket chains Mi
Comisariato and Super Maxi.
Terviseks! with in Estonia
in early 2010. A cooperation agreement was made
with the Estonian importer OÜ SANTOKAPITAL,
based in the capital Tallinn. Santokapital is
responsible for distribution of ERDINGER with
Fine Yeast, ERDINGER Dark and ERDINGER Non-
Alcoholic. In the most northerly of the Baltic
States, beer is one of the country’s national
drinks. The Estonians are proud of their long
brewing tradition and celebrate it every year with
beer festivals, or “Öllefesten”, throughout the
country. One such festival, the “Öllesummer”, has
even gained international popularity. The five-day
beer festival not only focuses on a variety of
different beers but also features internationally
acclaimed musicians and bands. The country’s
largest and oldest breweries are the SAKU brewery,
in the town of the same name near Tallin,
and A. LE COQ in Tartu. The two breweries represent
an important industrial sector in Estonia.
The last stop on our “ERDINGER around the
World” journey for this issue is Malaysia. German
food and beer is very popular with both
Malaysians and the country’s growing number
of tourists. This can be seen from the growth in
German bars, restaurants and beer gardens.
Beer is one of the main alcoholic beverages in
this South-East Asian country. Per capita beer
consumption is currently just 7.1 liters per year
with annual sales of 1.4 million hectoliters.
However, the Malaysian beer market is on course
for growth – especially the premium beer segment.
Ideal conditions then for the wheat beer
specialties of ERDINGER Weissbräu. The private
brewery enjoys a successful cooperation in
Malaysia with importer LUEN HENG F&B. The
wheat beers from Erding are served, for example,
in the “Deutsche Gasthaus” and “Library Bar”
in Kuala Lumpur, at the “Bavarian Bierhaus” in
ERDINGER AROUND THE WORLD
New market Malaysia
Whereas Saku Originaal has more of a full-bodied
flavor, lovers of sweeter, heavier flavors are
drawn to A. le Coq. The wheat beer specialties of
ERDINGER Weissbräu will expand the range of
beers on offer in Estonia and are sure to find
many new fans.
Petaling Jaya and in the “Brussels Beer Café”,
located in both the capital and Petaling Jaya.
Page 13

ERDINGER LOCATIONS
EXCLUSIVE
Chilling at the “Beachcomber”
on Malibu Pier
The stormy history of Malibu Pier in California
began in 1905. Businessman Frederic Rindge
had the pier built to moor his yachts. In the golden
Hollywood era of the 20s and 30s, the pier
was used as a backdrop for numerous movie
productions. Located on the famous Surfrider
Beach, the pier repeatedly suffered from the
effects of heavy storms over the years. From 1995
to 1999, the pier was completely closed to the
public. Today, Malibu Pier has been returned to
its former glory. Exclusive restaurants, small
shops and Malibu’s unique atmosphere have
made the pier a popular, much visited and “simply
special” location. The Beachcomber Café
invites its guests to experience this feeling in one
of the distinctive wooden houses erected at the
end of the 237 meter long pier. The café offers an
exclusive view of the surfers, who come from
ANNIVERSARY
30 years of in Strasbourg
Staff of the “Bierstub des 12 Apôtres” in Strasbourg.
Page 14
all over the world to enjoy spectacular rides.
ERDINGER Weissbräu is proud to be able to serve
its wheat beer specialties at such a unique location.
Asked about ERDINGER’s new location in
California, Glenn McDonald, sales agent for
ERDINGER Weissbräu in the USA, says: “The
Beachcomber and ERDINGER are a perfect fit.
We’re looking forward to a long and successful
partnership.”
With its numerous culinary and tourist delights,
the Alsatian capital Strasbourg attracts travelers
from all over the world. The town is famous
above all for its red sandstone cathedral. With
its asymmetrical design – only the north tower
was constructed, the south tower is still missing
– the city’s famous landmark can be seen from
miles around. Anyone walking down the Rue
Merciere from Place Gutenberg cannot fail to
find the imposing building. However, Rue Merciere
has much more to offer: in the direct vicinity
of the cathedral, the “Bierstub des 12
Apôtres” (bar of the 12 apostles) invites guests
to enjoy a refreshing ERDINGER Weissbier. In
2010, the “Bierstub” celebrated its 30th anniversary.
The privately-owned brewery from
Erding has been supplying it with wheat beers
right from the start. Bernard Rotman, the bar’s
owner, is regarded as an ERDINGER pioneer in
France. In addition to its wide variety of European
beers, the pub in downtown Strasbourg
also serves numerous seasonal specialties.
Whether it’s Maibock, Oktoberfest beer or
the popular ERDINGER Schneeweiße (winter
beer) – the “Bierstub des 12 Apôtres” is always
worth a visit. We’d like to congratulate the “12
Apôtres”, its service team and the Rotman
family, and wish them all the best for the future.
OPENING
“Oktoberfest” in Madrid
The Plenilunio shopping mall in the Spanish
capital of Madrid not only invites guests to enjoy
some serious shopping: with some 220,000
square meters of space on three levels, the innovative
building also houses a 13-screen cinema,
a 32-lane bowling center and a 4,500 square
meter wellness and beauty area. The center’s
food area also boasts a wide and highly varied
The “Oktoberfest” in Madrid’s Plenilunio shopping mall.
NEW
Daytime temperatures in Santo Domingo in the
Dominican Republic average 30 degrees, while
pleasant evening temperatures of 21 degrees
ensure that the streets of this Caribbean city are
also packed with locals and tourists well into the
night. It’s no surprise then that the new ERDIN-
GER beer garden on the famous Malecón is open
for business 24 hours a day. The palm tree-lined
street along the sea front is the capital’s amusement
strip. Hotels, shops, restaurants, bars, discos
and now an ERDINGER beer garden offer a
wide and varied range of leisure activities. Located
next to the “El Napolitano” hotel, the beer
garden invites guests to enjoy a fresh ERDINGER
with German food specialties such as roast pork,
bratwurst and goulash. The authentic atmosphere
is helped by traditional accordion music
provided by Paul Scherrer, a resident of the
island for 25 years and owner of the restaurant.
selection of bars and restaurants. This year saw
the opening of the new ERDINGER location
“Oktoberfest” on the second floor of the Centro
Comercial Plenilunio. The spacious restaurant
area has been extended with a cozy beer garden
outside. Guests are invited to enjoy the special
atmosphere with typical German meals and
ERDINGER Weissbier. Waitresses dressed in tra-
ERDINGER LOCATIONS
ditional costumes help guests get a true sense of
Bavarian lifestyle – in the heart of Spain. The
“Oktoberfest” is already the second opening for
ERDINGER Weissbräu in Madrid within one year.
The first “Oktoberfest” was opened last year in
the Centro Comercial Principe Pio shopping
mall.
beer garden in the Caribbean
Worth a visit: the ERDINGER beer garden in Santo Domingo.
Page 15

ANNIVERSARY
BAVARIAN SUCCESS STORY
2011 – a year
to remember
Exactly 125 years ago construction work started
on the “Weisse Brauhaus” in Erding – and a true
Bavarian success story began. Over the course of
its history, this small local brewery in the heart of
the town would develop into an ambassador for
the Bavarian way of life and spread the fame and
popularity of wheat beer well beyond Bavaria’s
boundaries. With an output of 1.6 million hectoliters,
ERDINGER Weissbräu is now Germany’s
largest wheat beer brewery and still familyowned.
The traditional company has always
remained true to its roots. “For 125 years, our
passion for Bavarian brewing skills has inspired
us to produce wheat beers of outstanding quality.
Every single bottle is brewed at our home in
Erding, in accordance with the strict Bavarian
Purity Law,” says Werner Brombach.
Brewery’s beginnings
The foundation for today's success was laid by
Franz Brombach, who bought the private brewery
in 1935 and gave it the name ERDINGER Weissbräu
in 1949. With entrepreneurial skill and an
innovative spirit, he increased sales over the following
years – at a time when wheat beer had
almost become forgotten outside Bavaria. In
1965, Franz Brombach’s son, Werner Brombach,
joined the company and has led it since 1975 –
building on his father’s success. With him, Erding
gained a “brewer” with body and soul, a visionary
who would go on to write wheat beer history. He
has snubbed the trend towards globalization and
the selling of Germany’s private breweries, preferring
to uphold the values of tradition and consistency.
Anonymous group structures are nowhere
to be found at ERDINGER.
Export to 78 countries
As early as 1971, the graduate in business administration
and beer brewing launched an influential
advertising campaign focusing on the values
of “old Bavarian brewing skills” and “top quality
standards” and helping ERDINGER Weissbier
finally put itself on the map. ERDINGER Weissbräu
was the first wheat beer brewery to firmly
establish itself in Germany and then throughout
the world. Today, its wheat beers are exported to
over 78 countries around the world.
Celebrations in 2011
The highlights of the brewery’s anniversary year
include a concert by the band “Sportfreunde Stil-
Page 16
ler”, who will get celebrations off with a bang
on Saturday January 1, at 0:15 a.m. in the
brewery’s loading hall following the big New
Year's Eve fireworks display. In March, the
brewery’s new anniversary commercial
will be launched on German TV. Prominently
placed before the evening movie,
the short film is dedicated to
ERDINGER’s fans and gives an insight
into the company’s rich history. Of
course, the year wouldn’t be complete
without a gigantic anniversary party for
our fantastic ERDINGER Fan Club members:
on the weekend of April 29/30,
Erding will be at the center of the wheat
beer and brewing world, when fans and
the people of Erding get together to celebrate
the 125th anniversary of ERDINGER
Weissbräu – pulling out all the stops. On the
same weekend, selected ERDINGER pub and
bar owners around the world will also be celebrating
– from Los Angeles via Toronto, Sao
Paulo, Dublin, Shanghai, Singapore to Sydney,
there will be a host of anniversary celebrations
linked by multimedia video transmissions. In
addition to these highlights, there will also be a
number of versatile and customized promotion
campaigns for the retail and food service sectors.
All information on the 125-year anniversary is
available on the Internet at www.erdinger.de.
The exclusive special-edition glass to celebrate
ERDINGER Weissbräu’s 125th anniversary.
+ + NEWS + + + + + + + + + + + + + + + NEWS + + + + + + + + + + + + + + +
Award
“Three Golden Wheat Stalks Award” for
world’s most northern hotel
“Ambassador for Bavarian Hospitality” in Norway:
Sven-Erik Svendsen (left), General Manager and Odd
Arne Aspen (right), head barman of the Radisson Blu
Polar hotel in Longyearbyen, Spitsbergen, are delighted
with their new honor. They received the “Three
Golden Wheat Stalks Award” from ERDINGER Weissbräu
in recognition of the many years of successful partnership.
The certificate and a brass plate were handed
to them by Michael Schauerte (center), the private
brewery’s Regional Sales and Marketing Manager.
The Radisson Blu Polar Spitsbergen is the most northern
hotel in the world. ERDINGER Weissbräu with its
wheat beer specialties has been a partner of this
exclusive hotel since it opened in 1994.
Recognition
20 years of cooperation in Spain
The company Bebidas Manuel Plaza Vico, located in
Roquetas de Mar on the Costa de Almeria in Spain, has
been marketing ERDINGER’s wheat beer specialties for
twenty years now. As a sign of gratitude for this long and
successful cooperation, Aldert van der Wijk (left), sales
agent for ERDINGER Weissbräu, presented Manuel
Plaza (right) of Bebidas with a special certificate.
Promotion material
New ERDINGER Oktoberfest design
ERDINGER’s popular “Oktoberfests” are held every
year around the world. ERDINGER Weissbräu can
now offer organizers a range of newly designed promotion
material. The eye-catching poster with a dancing
couple is available in two versions. Individual
dates can be entered in the empty field at the bottom
of the announcement poster. The large format version
(1.2 m x 1.75 m) also makes an attractive and original
room decoration. The range is rounded out by
matching beer mats and case cards for the bar. The
handy promotion packs of ERDINGER Oktoberfest
beer with traditional designs are available in 6 x 0.33
liter and 12 x 0.5 liter sizes.
Sales promotion
New: the ERDINGER 4-pack
The handy ERDINGER Weissbier 4-pack is a new
addition to the private brewery’s range of export products.
The cardboard case with sturdy grip holds four
0.5 liter bottles of the classic ERDINGER Weissbier
with Fine Yeast.
Team ERDINGER
Non-Alcoholic
Vladimir Figari from Peru in Roth
In summer, ERDINGER Weissbräu welcomed the triathlete
Vladimir Figari from Peru to the triathlon Mecca of
Roth in Germany. In his native Peru, Figari is one of the
country’s best known and most popular athletes. As
Peru’s Ironman, or “Hombre de Hierro”, he has not
only enjoyed success in his home country but also
reached 37th place in the Ironman Florida, USA, in
2009. This year was his first triathlon in Germany: at the
Challenge Roth, the 39-year-old achieved an excellent
50th place in a time of 9:16:55. ERDINGER Weissbräu
was delighted that the likeable and ambitious triathlete
was able to accept the invitation to come to Roth and
successfully compete.
Triathlon
Raelert brothers on path to success
They are currently the most successful brothers in
the triathlon world: Andreas and Michael Raelert. In
October, Andreas Raelert demonstrated remarkable
mental strength and exceptional physical fitness
during the legendary Ironman in Hawaii, the world’s
toughest and most spectacular endurance competition:
finishing just 100 seconds behind the Australian
Chris McCormack, the German fought his way
to a sensational second place and secured the title of
Vice World Champion. On the finishing line, Andreas
Raelert celebrated his success with a deep swig from
the legendary 3-liter ERDINGER Non-Alcoholic glass.
Just as successful, ambitious and dedicated as
Andreas Raelert is his younger brother Michael. At
the Ironman World Championships over the 70.3
mile distance in Clearwater, Florida, in November,
the 30-year-old defended his success of the previous
year and was crowned World Champion. Michael
Raelert is thus the first 70.3 triathlete to defend his
title since the World Championships began in 2006.
Raelert crossed the line with a time of 3:41:19 –
ahead of Filip Ospaly of the Czech Republic and US
triathlete Timothy O’Donell.
Page 17

PRESENTING
EXPORT TEAM
Glenn McDonald, US sales agent
for Weissbräu
Glenn, tell us a bit about yourself so we
can get a better picture of you!
I’d be delighted to. My family and I live in Niwot,
a small rural town in Boulder County, Colorado.
Eleven years ago, we moved to the United States
from Canada – a move we’ve never regretted, as
we love the lifestyle here. Colorado is a paradise
for sports enthusiasts. Together with my wife
Petra, my sons Christopher and Trevor and our
dog Cody, I spend a lot of time outdoors – mostly
biking, hiking and skiing.
Now we’d like to know what your work as a
sales agent for ERDINGER Weissbräu in the
USA involves.
First I’d like to stress that I really enjoy working
with ERDINGER Weissbräu. Every day is different,
exciting and challenging and the people I work
with at ERDINGER are very professional and
nice.
Before I started working for ERDINGER, I was
president of a Canadian importing company specialized
in selling Moosehead beers in the USA.
By the way, Moosehead is the oldest and third
largest brewery in Canada. My work in this sector
means I am very familiar with the American beer
industry and was able to immediately take over
the daily business with ERDINGER. My main task
is to look for ways to improve the US business
and ERDINGER’s distribution. I work closely with
our importer, our distributors and select customers
in the food service and grocery sectors. To
be effective, I travel extensively throughout the
United States. I’ve noticed that face-to-face talks
often solve a problem faster than phone calls or
e-mails. I also feel that such personal contacts
can help build strong and long-lasting relationships
in the industry.
What are the daily challenges of your
work?
There is a lot of competition in the US beer market,
but also many opportunities which you have
to grasp every day in order to place your products
effectively. For example, the popularity of
wheat beer has grown strongly over the past few
years in the USA. This is good for ERDINGER, but
of course there are also plenty of other breweries
Page 18
trying to establish themselves in the market. To
be successful, I must be focused on the main
objectives and goals established for the US markets
– with regard to both quality and quantity.
Do you have a favorite ERDINGER wheat
beer?
That’s difficult, as I really like all products in the
range. But if I had to choose just one, my preference
would be ERDINGER Weissbier with Fine
Yeast.
Why do you think Americans like German
beer, and especially ERDINGER wheat
beer?
I think many Americans have simply “got the
taste” for it over the past few years. They appreciate
the excellent quality and long tradition of
German beers. ERDINGER Weissbier combines
these two characteristics and is simply the best
wheat beer in the world.
Have you ever been to Germany?
Yes, I’ve been to your beautiful country several
times.
A few times to Erding itself, of course. But I’ve
also got to know Frankfurt am Main, Stuttgart,
Munich and the little town of Jonsdorf in the Zittau
mountains, as we have family there – my
wife’s parents and two of her brothers live in Germany.
Overview of the US beer market
Total consumption/year
246 million hl
Per capita consumption/year
85 liters
Amount of imported beer
30 million hl
Amount of wheat beer (domestic and imported) 1.5 million hl
Global beer market ranking
2nd place behind China
Annual beer sales revenue
29 billion US dollars
Number of breweries
1,640
Favorite beer types
Lager, ale, wheat beer
ERDINGER in the USA
Status
Sales
Best-selling markets
Top locations
Wheat beer specialty, premium beer
in 40 US states
California
New York
Florida
Illinois
Beachcomber (Malibu, California)
Waterfront Café (Los Angeles, California)
Loreley’s Restaurant (New York City)
The Alpenrose (Vail, Colorado)
BEER-MARKET USA
IMPRINT:
Published by:
ERDINGER Weissbräu
Lange Zeile 1 und 3
85435 Erding
Germany
Tel: +49 81 22 4 09-0
Fax: +49 81 22 4 09-317
Editing and text:
kiecom, Munich
Design:
Signalwerk – Agentur
für Kommunikation,
Munich
Printed by:
Druckring, Munich
Photos:
Gerd Altmann/Pixelio
alle übrigen:
ERDINGER Weissbräu
December 2010
Page 19

www.erdinger.de
SPORT
The World’s Most Popular Wheat Beer