SPORT

– The World’s Most Popular Wheat Beer

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1/2011

Oktoberfests in Dublin and Mumbai

• Biathlon season 2010/2011

• ERDINGER in Australia

• Interview with US sales agent

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 fasci-nation 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 mar-ket. 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

Greetings

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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

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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

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CONTENTS EDITORIAL

The World’s Most Popular Wheat Beer

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COVER FEATURE

PREMIERES

Some 7,600 kilometers from Dublin as the crow flies, a first ERDINGER Oktoberfest was also cele-brated 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 Okto-berfest band “Die Oberbayern” – flown in spe-cially 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 suc-cess 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

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.

... and Mumbai Oktoberfests in Dublin ...ERDINGER’s Oktoberfests around the world are legendary. Whether in Singapore, Shanghai, Cin-cinnati 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 Hamburg-based 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 sin-ging. The ERDINGER tent was soon full to bur-sting and all other guests were able to enjoy some fantastic weather in the adjacent beer gar-den. Thousands of visitors flocked to the dock-lands 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.

Welcome to Dublin’s Oktoberfest

A great atmosphere and a full ERDINGER beer tent in Dublin’s docklands

Party mood in Mumbai at the 1st ERDINGER Oktoberfest

COVER FEATURE

WINTER SPORTS SEASON 2010/2011

Biathlon festival

BIATHLON SEASON 2010/2011

Lukas Hofer, Miriam Gössner, Michael Greis, Magdalena Neuner, Andreas Birnbacher, Kathrin Hitzer, Simon Schempp (from left)

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-Alco-holic 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 peri-meter 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 provi-ding incentives in the VIP tents and serving ERDINGER Non-Alcoholic in the sports and special guest areas.

Sensational teamWith Magdalena Neuner, Michael Greis, Andreas

Birnbacher, Kathrin Hitzer, Miriam Gössner, Simon Schempp and Lukas Hofer, Team ERDINGER Non-Alcoholic boasts an impress-ive 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 addi-tion 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 compe-titions 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 AlpsFollowing 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 highlightsThe 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 par-ticularly looking forward to Ruhpolding. Follow-ing his impressive performance at the German Summer Biathlon Championships, Andreas Birnbacher must be among the favorites. But of course Michael Greis, the triple Olympic champ-ion 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 ItalyJust one week after Ruhpolding, the competition moves to Antholz (20.01. – 23.01.11). The “Südtirol Arena” is a home event for Team

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 Khan-ty-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 pil-grimage for Nordic skiing always produces a breathtaking atmosphere and motivates the athletes to give their all for one final event.

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NEW TO TEAM ERDINGER NON-ALCOHOLIC

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

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.

Date of birth: February 2, 1987Resident in: Wallgau/Bavaria, GermanyHeight: 165 cm Weight: 56 kgOccupation: Customs officerSport: Biathlon

Magdalena Neuner

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 tri-athlon. 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,

he was the best German at the Ironman World Championships on Hawaii and came third over-all 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 Champ-ion in long distance; then on Hawaii, Raelert turned in another fantastic performance to become Vice World Champion.

Date of birth: August 11, 1976Resident in: Drage/Hamburg, GermanyHeight: 184 cm Weight: 72 kgStudying: Business administrationSport: Triathlon

Andreas Raelert

“You have to slow me down, because I always want to win,” says Michael Raelert, the four-years younger brother of professional triathlete Andreas Raelert. Michael stresses how much he has benefited from his older brother. Joint train-ing 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

was crowned German Champion over the Olym-pic distance. Due to illness, he had to take a break in 2006 and 2007 but successfully defend-ed 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.

Date of birth: August 29, 1980Resident in: Rostock, GermanyHeight: 188 cmWeight: 74 kgStudying: Politics and theologySport: Triathlon

Michael Raelert

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 per-sonal boundaries. A native of the Alpine village of Château-d’Œx, Mike Aigroz has already notched up numerous international successes, includ-

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.

Date of birth: February 23, 1978Resident in: Château-d’Œx, SwitzerlandHeight: 180 cmWeight: 69 kgSport: Triathlon

Mike Aigroz

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, win-ning the Ironman 70.3 Germany as well as the prestigious Kraichgau race. Kienle even won the

Rhein Neckar Cup for the third year running. The Team member has remained on track for suc-cess 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.

Date of birth: July 06, 1984 Resident in: Karlsruhe/Knittlingen, GermanyHeight: 180 cmWeight: 73 kgStudying: PhysicsSport: Triathlon

Sebastian Kienle

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

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

Successes: 3rd place Ironman Switzerland 2010

2nd place Ironman Canada 2009

2nd place Ironman 70.3 Switzerland 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

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

His role model is four-times biathlon Olympic champion Ricco Gross, and Simon Schempp at least displays the same passion and determina-tion 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 Can-more, 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-

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.

Date of birth: November 14, 1988Resident in: Uhingen, Baden-Württemberg, GermanyHeight: 178 cm Weight: 68 kgOccupation: Customs officerSport: Biathlon

Simon Schempp Successes: World Champion Mixed Relay Chanty-Mansijsk 2010

2nd place: World Cup Oslo 2010

Junior World Champion Canmore 2009

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ERDINGER IN AUSTRALIAERDINGER IN AUSTRALIA

OUR IMPORTERS

in AustraliaAustralians love beer. Considering the country’s hot, dry climate, it’s not surprising that an ice-cold refreshment is always welcome. The range of beers on offer in Australia is therefore under-standably 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 spe-cialty beers – but their popularity is growing. ERDINGER Weissbier was first exported to Australia twelve years ago and has enjoyed tre-mendous 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

established itself in virtually all areas of the coun-try. Our wheat beers are represented in the Mel-bourne 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 busi-ness 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 Syd-ney. 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 “Clay-pots Seafood Restaurant” in Melbourne.

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

prepared tasty German dishes specially for the occasion. ERDINGER’s importer for the Queens-land region, Euro Pacific Liquor, provided all guests with their favorite wheat beers, and Ger-man music specialists “Rudi and the Continen-tals” were flown in specially from Brisbane! The one-day event was part of a charity program (“Angel Flight Outback Trailblazer”) which coll-ects 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.

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 con-sists of five young, up-and-coming cyclists, whose ambition is to become professional racers and one day take part in Europe’s famous compe-titions.

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.

OUR IMPORTERS

Non-Alcoholic in Queensland

Oktoberfest in the outback

For the presentation of ERDINGER’s new markets in this issue, our journey takes us from the brew-ery 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,

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 part-ners 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.

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NEW MARKETS

ERDINGER AROUND THE WORLD

in Estonia, Nicaragua, Ecuador and Malaysia

ERDINGER Weissbräu began exporting to 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 brewe-ry, in the town of the same name near Tallin, and A. LE COQ in Tartu. The two breweries re-present an important industrial sector in Estonia.

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.

Terviseks! with in Estonia

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 eve-rything 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.. Distribu-tion 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.

South Ameri-can variety in Ecuador

The last stop on our “ERDINGER around the World” journey for this issue is Malaysia. Ger-man 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 seg-ment. 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 examp-le, in the “Deutsche Gasthaus” and “Library Bar” in Kuala Lumpur, at the “Bavarian Bierhaus” in

Petaling Jaya and in the “Brussels Beer Café”, located in both the capital and Petaling Jaya.

New market Malaysia

In the land of a thousand volcanoes

ERDINGER AROUND THE WORLD

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-quench-er 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, import-er D'Europa S.A. also markets ERDINGER Weiss-bier 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 avail-able 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 Cervece-ra 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.

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ERDINGER LOCATIONSERDINGER LOCATIONS

NEW

beer garden in the CaribbeanDaytime 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 amuse-ment strip. Hotels, shops, restaurants, bars, dis-cos and now an ERDINGER beer garden offer a wide and varied range of leisure activities. Lo-cated 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 atmos-phere is helped by traditional accordion music provided by Paul Scherrer, a resident of the island for 25 years and owner of the restaurant.

ANNIVERSARY

30 years of in StrasbourgWith 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 Mer-ciere has much more to offer: in the direct vi-cinity 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 anni-versary. 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 Euro-pean 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 MadridThe 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 inno-vative 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

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-

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.

The stormy history of Malibu Pier in California began in 1905. Businessman Frederic Rindge had the pier built to moor his yachts. In the gol-den 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 “sim-ply 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

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 loca-tion. 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 success-ful partnership.”

EXCLUSIVE

Chilling at the “Beachcomber” on Malibu Pier

Staff of the “Bierstub des 12 Apôtres” in Strasbourg. Worth a visit: the ERDINGER beer garden in Santo Domingo.

The “Oktoberfest” in Madrid’s Plenilunio shopping mall.

“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 delight-ed with their new honor. They received the “Three Golden Wheat Stalks Award” from ERDINGER Weissbräu in recognition of the many years of successful part-nership. The certificate and a brass plate were han-ded to them by Michael Schauerte (center), the priva-te brewery’s Regional Sales and Marketing Manager. The Radisson Blu Polar Spitsbergen is the most nort-hern hotel in the world. ERDINGER Weissbräu with its wheat beer specialties has been a partner of this exclusive hotel since it opened in 1994.

+ + NEWS + + + + + + + + + + + + + + + NEWS + + + + + + + + + + + + + + +

Award

20 years of cooperation in SpainThe 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.

Recognition

New ERDINGER Oktoberfest designERDINGER’s popular “Oktoberfests” are held every year around the world. ERDINGER Weissbräu can now offer organizers a range of newly designed pro-motion material. The eye-catching poster with a dan-cing 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 origi-nal 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.

Promotion material

Vladimir Figari from Peru in RothIn summer, ERDINGER Weissbräu welcomed the triath-lete 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.

Team ERDINGER Non-Alcoholic

New: the ERDINGER 4-packThe handy ERDINGER Weissbier 4-pack is a new addition to the private brewery’s range of export pro-ducts. The cardboard case with sturdy grip holds four 0.5 liter bottles of the classic ERDINGER Weissbier with Fine Yeast.

Sales promotion

Page 17Page 16

BAVARIAN SUCCESS STORY

2011 – a year to rememberExactly 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 hecto-liters, ERDINGER Weissbräu is now Germany’s largest wheat beer brewery and still family-owned. 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 beginningsThe foundation for today's success was laid by Franz Brombach, who bought the private brewery in 1935 and gave it the name ERDINGER Weiss-bräu in 1949. With entrepreneurial skill and an innovative spirit, he increased sales over the fol-lowing 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, prefer-ring to uphold the values of tradition and con-sistency. Anonymous group structures are no-where to be found at ERDINGER.

Export to 78 countriesAs early as 1971, the graduate in business admin-istration and beer brewing launched an influen-tial 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 2011The highlights of the brewery’s anniversary year include a concert by the band “Sportfreunde Stil-

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. Promi-nently 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 mem-bers: 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 cele-brate 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 cele-brating – 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.

ANNIVERSARY

Raelert brothers on path to successThey 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 compe-tition: finishing just 100 seconds behind the Austral-ian 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.

Triathlon

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/Pixelioalle übrigen: ERDINGER Weissbräu

December 2010

Page 19Page 18

BEER-MARKET USA

EXPORT TEAM

Glenn McDonald, US sales agent for WeissbräuGlenn, 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 spe-cialized 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 custo-mers 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 relation-ships in the industry.

What are the daily challenges of your work? There is a lot of competition in the US beer mar-ket, but also many opportunities which you have to grasp every day in order to place your pro-ducts 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

trying to establish themselves in the market. To be successful, I must be focused on the main objectives and goals established for the US mar-kets – 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 pref-erence 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 appre-ciate 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 Zit-tau mountains, as we have family there – my wife’s parents and two of her brothers live in Ger-many.

Overview of the US beer market

Total consumption/year

Per capita consumption/year

Amount of imported beer

Amount of wheat beer (domestic and imported)

Global beer market ranking

Annual beer sales revenue

Number of breweries

Favorite beer types

246 million hl

85 liters

30 million hl

1.5 million hl

2nd place behind China

29 billion US dollars

1,640

Lager, ale, wheat beer

PRESENTING

ERDINGER in the USA

Status

Sales

Best-selling markets

Top locations

Wheat beer specialty, premium beer

in 40 US states

CaliforniaNew YorkFloridaIllinois

Beachcomber (Malibu, California)Waterfront Café (Los Angeles, California)Loreley’s Restaurant (New York City)The Alpenrose (Vail, Colorado)

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The World’s Most Popular Wheat Beer