Brazil: Nation on the rise Oktoberfests: Bavarian beer ... - Erdinger

<strong>Brazil</strong>:
<strong>Nation</strong> on the rise
Oktoberfests:
Bavarian beer festivals
around the globe
– The World’s Most Popular Wheat Beer
Award:
Werner Brombach honored
AUS BAYERN
www.erdinger.de
1/2012

Contents eDItoRIAL
Editorial Page 3
Cover feature Page 4
<strong>Brazil</strong> on the rise – for beer too
Activities Page 6
Ten <strong>Brazil</strong>ians win a trip to Erding
ERDINGER Non-Alcoholic at the
Juegos Panamericanos
Bavarian beer festivals an export hit: Page 7
Oktoberfests around the world
Sport Page 8
Swiss athlete on the road for
ERDINGER Non-Alcoholic
Mike Aigroz (CH) is “Sportsperson
of the Year 2011”
Lukas Hofer:
success not only as a biathlete
Great team effort in Hawaii Page 9
Selection: events with
ERDINGER Non-Alcoholic
Team ERDINGER Non-Alcoholic pick up
medals at Biathlon World Cup Page 10
PRIVATE BREWERY SINCE 1886
News Page 11
Werner Brombach honored with two awards
Medical study with ERDINGER Non-Alcoholic
New interior advertising
Football set for the trade
Gastro partners
Long-standing partnership
Page 12
PGA Florida – dream destination
for golfers Page 13
Presenting Page 14
Interview with Sales Agent Daniel Cabo
Imprint Page 15
Greetings
In the past year, we were able to win many new friends
for ERDINGER Weissbier with our anniversary events
in Germany and abroad celebrating the brewery’s
125 years in business. There are now 86 countries
in which our specialties are served. You too, dear
partners, also played a role in making this special
year such a success – your loyalty and hard work for
the ERDINGER brand are the very foundation of our
success. Let me take this opportunity, therefore, to
express my sincere gratitude for the numerous good
wishes we received from around the world.
Success is the confirmation we receive for having
remained true to our principles all these years. And in
future, we shall continue to make the quality of our
products our top priority. After all, we know that
people around the world appreciate wheat beer
brewed with great skill and care and associate it with
the utmost enjoyment and a passion for life.
With best regards from Erding
Werner Brombach
Page 3

CoveR feAtuRe
MARkET
On the rise:
<strong>Brazil</strong>’s beer market growing
As the world’s fifth largest country, <strong>Brazil</strong> is one
of the emerging economic powers. The eco-
nomic boom, a young population and rising per
capita beer consumption make the nation
a highly attractive target for the brewery
sector. With total output of 126 million hl,
<strong>Brazil</strong> currently ranks third in the global beer
market – behind China and the USA.
Apart from a dip in consumption in the early
Nineties, <strong>Brazil</strong>’s growth in beer consumption
has been almost unbroken for some 35 years.
The country has now replaced Russia as the
world’s third largest beer nation with a market
volume of 124 million hl – accounting for 60
percent of all beer produced in Latin America.
There is currently no end in sight to this trend,
as a variety of factors are more likely to accel-
erate growth in future. The rise in spending
power and standard of living in particular are
expected to fuel further growth. In addition,
Page 4
there is the low average age of the <strong>Brazil</strong>ian
population – half the country’s 200 million or
so inhabitants are under 25 and thus regarded
as tomorrow’s consumers. A great deal of atten-
tion is also being paid to women, who have
traditionally consumed significantly less beer
than men across all age groups. And there is
also room for improvement when it comes to
per capita consumption: although the figure
has grown recently and reached around
64 liters of beer per person and year in 2010,
the <strong>Brazil</strong>ians still only rank eighth worldwide.
Refreshing beer types in demand
In South America’s most populous nation there
are some 150 breweries, whereby four brewery
groups account for 98 percent of the market.
The largest of them is the <strong>Brazil</strong>ian brewery
group AmBev, which controls 69 percent of
the market. The rest is shared by Schincariol
and Petropolis, as well as the Dutch group
Heineken. Small and midsize breweries, which
are mainly active in local markets, account for
just two percent. In general, the <strong>Brazil</strong>ian beer
sector reflects the global situation: mergers,
acquisitions and investments have resulted in
strong market concentration.
Beer is well ahead of spirits as the country’s
favorite alcoholic beverage. Wine plays hardly
any role at all. Most of the nation’s beers are
produced for the low-price segment. Among
the standard beers which account for some
94 percent of the market, lagers with an
American profile are the most dominant. This
was not always the case. For many years,
the market was dominated by European-style
beers, as many <strong>Brazil</strong>ian beers – including the
famous Brahma and Antárctica brands – have
German roots, either via their German master
brewers or their former German owners. Over
the past decades though, taste profiles have
been gradually adapted toward the American
beer types. The growing number of national
beer festivals and beer sommelier courses, as
well as the increase in media coverage, reflect a
rising cultural interest in beer.
Wheat beer in <strong>Brazil</strong>
The premium segment accounts for six percent
of the beer market. However, the fact that it is
growing faster and promises higher margins
makes it all the more interesting for breweries.
Imported beers are a truly niche market
(0.2 percent market share), served mostly by
German brands. German specialty beers are
particularly popular with <strong>Brazil</strong>ians – and they
have been able to enjoy ERDINGER Weissbier
for over ten years now. The Bavarian specialty
has found numerous fans in <strong>Brazil</strong>, especially in
the metropolitan regions of São Paulo, Rio de
Janeiro, Belo Horizonte and Porto Alegre.
Emcomex Ltda, the country’s largest premium
beer importer, handles the importing and
distribution processes. With over 3,000 sales
outlets in 24 of the country’s 27 federal states,
the São Paulo-based company has already
laid a solid foundation – wheat beer from
Erding is the highest selling wheat
beer in <strong>Brazil</strong>. ERDINGER Weissbier
is particularly well represented in
upscale restaurants and enjoys
strong bar sales. This re-
flects the <strong>Brazil</strong>ians’ special
passion for their bar
culture: people like to
meet over a cool
beer and eat the
local “petiscos”,
small savory
snacks.
In the coming years, <strong>Brazil</strong>’s economic
progress will not be the only topic to dominate
the headlines. With the soccer World Cup 2014
and the Olympic Games in 2016, the country
will be playing host to two superlative sporting
events which will grab the attention of
billions of people around the world.
Page 5

ACtIvItIes
CONTEST
Brass band music instead of samba
The traditional Herbstfest in Erding is an annual
crowd puller. This year, however, one group of
visitors had a truly epic journey to get there:
after receiving an invitation from ERDINGER
Weissbräu’s export department, they came all
the way from <strong>Brazil</strong>. The group had won a contest
held on Facebook to celebrate the private
brewery’s 125th anniversary. Participants were
asked to upload their party photos with
ERDINGER Weissbier for other users to judge. In
the end, Tiago Figueira de Souza Pereira of Belo
Horizonte received most votes and won first
prize: a trip from <strong>Brazil</strong> to Erding accompanied
by nine – absolutely ecstatic – friends.
The ten young men therefore set off on their
journey across the Atlantic to Munich – for most
of them the first ever trip to Europe. They first
spent a few days exploring the delights of the
Bavarian capital. The main attraction though
was their weekend in Erding and a visit to the
famous fall fair, the Herbstfest. It got underway
with an exclusive tour of the brewery in order
to deepen their knowledge of Bavarian brew-
ing skills – and especially the local specialty,
weissbier. The delegation from <strong>Brazil</strong> was then
officially welcomed by brewery owner Werner
Brombach and Export Director Waltraud kaiser.
ERDINGER Non Alcoholic received an extremely
warm reception from both athletes and visitors
at the Panamerican Games 2011 in Guadalajara/
Mexico. The isotonic energizer was the only
German beverage to be served in the six
stadiums with 40 bars, as well as in the athletes
village. For many of the 6,000-plus athletes from
42 nations, it was their first contact with the
restorative thirst-quencher. The fact that you
could enjoy ERDINGER Non-Alcoholic and at the
same time supply the body with vitamins and
minerals made a lasting impression on the
athletes and catapulted ERDINGER Non-Alcoholic
to the top of the popularity charts. The doors to
the “XVI Juegos Panamericanos” were opened
in October 2011 by Jesús Briseño of “Cervecería
Minerva”, ERDINGER Weissbier’s importer in
Mexico. An official sponsor of the games,
Minerva and his dedicated team deserve our
sincere gratitude for the excellent and successful
cooperation during this first major event
for ERDINGER in Mexico.
Page 6
Equipped with Weißbräu jackets, polo shirts
and the typical beer festival felt hat, the group
then set off for the fairground – stopping off first
at the “Urweisse-Hütt’n” before finally arriving
at the ERDINGER beer tent. The guests from
South America then enjoyed the first of two
evenings packed with Bavarian specialties, a
fantastic folk festival atmosphere and
ERDINGER’s Festweisse – a beer brewed spe-
cially for the Herbstfest. The ten <strong>Brazil</strong>ian
friends soon made contact with the locals and
discovered how Bavaria’s beer festivals can truly
help bring nations together: everyone under-
stands each other when singing “Prosit der
Gemütlichkeit”.
Welcome to Erding! Brewery owner Werner Brombach and Export Director Waltraud kaiser welcome their well-traveled guests.
MEXICO
Refreshingly sporty in Guadalajara
As the “Olympics of North and South America”,
the Panamerican Games are among the world’s
largest and most important sporting events.
They are held every four years – the next time in
2015 in Toronto/Canada.
CULTURE
Oktoberfests: beer festivals around the world
The appeal of the Oktoberfest is global – and
spreading more and more. The reasons are
varied though. One is the genuine Bavarianstyle
hospitality, which knows no borders.
Sitting together in a cozy environment with a
fantastic atmosphere, enjoying delicious beer
and hearty dishes – Bavaria’s traditional beer
festival culture has long become a global hit.
Although firmly rooted in Bavaria’s traditional
customs, the beer festival is also proving to be
highly adaptable. The “dirndl” dress and
“lederhosen” trousers are no longer obligatory
at all events, and the music can vary from the
classic brass band to disco beats. The choice of
room and its decoration also depends to a
large extent on the local circumstances. For
this reason, each Oktoberfest has its own
individual festival character. But they all have
one thing in common: they are driven by a
unifying desire to party and to venture into a
highly distinctive world of exuberant enjoyment.
In cooperation with selected partners, ERDINGER
Weissbräu has been organizing and supporting
traditional Bavarian Oktoberfests around the
world for many years now – and the number
keeps on growing. The various festivals demonstrate
the wide range of possibilities – from
highly personal events with 250 invited guests,
such as at the Entertainment Park St. James in
Singapore, to mega events with over 20,000
visitors like the Züri-Wiesn in Zurich/Switzer-
land. In the Champions League of international
beer festivals, the Cincinnati Oktoberfest (USA)
is certainly a major player with over half a
million fun-seekers. Even the surroundings for
these global events could hardly be more
varied: festivals are held in tents (e.g. the
docks of Dublin/Ireland), ballrooms (Fullerton
Hotel, Singapore), train stations (Zurich),
open air (Cincinnati), and numerous outlets
(e.g. kuala Lumpur/Malaysia, Seoul/South
korea, Beijing/China, Tokyo/Japan). Merriment
is certainly expressed differently in every
culture – from cozily sitting together to wild
dancing and swaying to the music on beer
benches. And so, with the aid of ERDINGER,
each Oktoberfest has its own distinctive flair.

sPoRt
REINFORCEMENT
Female power for Non-Alcoholic
With a Non-Alcoholic logo on her shirt, Veronika
Edalini (left) of Biberist near Solothurn and
her team of runners (right) take to the track.
The 44-year-old “Vero” won a starting place for
the New York marathon in an event held by
ERDINGER Weissbräu in 2010. The prize also
included professional preparation and support
Vero Edalini Refreshment Bavarian-style.
AWARD
Mike Aigroz Athlete of the Year
Congratulations: for his outstanding athletic
achievements, Swiss triathlete Mike Aigroz has
been honored with the canton Waadt’s Athlete
of the Year 2011 award. With a victory and
three top-ten finishes in various races of the
Ironman series, the Team ERDINGER Non-
Alcoholic athlete produced consistently high
performances over the entire season. At the
IN TOP FORM
Victory for Lukas Hofer
Biathlete Lukas Hofer of Team ERDINGER Non-
Alcoholic proved that he’s also a world-class
runner at the kronplatzRUN 2011 in Bruneck/
Italy. He easily won the 30-kilometer run on
Bruneck’s local mountain. The 22-year-old was
first across the line in 2:19 hours on the
2,275-meter high kronplatz peak. The extremely
challenging route with a height difference
Page 8
from the running gurus of Ryffel Running Bern,
as well as a personal coach who prepared
training plans and regularly joined her for
training. The prize kept “Vero” on tenterhooks
for eight months and inspired considerable
media coverage. The fact that she easily
mastered the NY challenge goes without saying.
dream destination of all triathletes, Hawaii, he
then rounded off a great season with a fantastic
sixth place. The 34-year-old has thus finally
broken into the group of the world’s top
triathletes. For this year, Mike is targeting a
renewed qualification in Hawaii.
of almost 1,500 meters took
even seasoned mountain run
specialists to their limits.
Every competition finisher was
welcomed with a refreshing
ERDINGER Non-Alcoholic in
the finishing area.
In the meantime, she has been joined by her
own group of runners, who all display the same
level of commitment and enthusiasm. They are
particularly happy to be greeted at the finishing
line – as here at the Engadin Summer Run –
by a refreshing and regenerating glass of
ERDINGER Non-Alcoholic.
TRIATHLON
Strong team performance in Hawaii
With several top finishes at the
legendary Ironman Hawaii 2011,
the triathletes of Team ERDINGER
Non-Alcoholic can look back on
a fantastic achievement. Andreas
Raelert crowned his outstanding
season with a third place. Mike
Aigroz also put in a strong perfor-
mance – finishing sixth as the bestever
Swiss triathlete in Hawaii.
However, he originally wasn’t even
expecting to compete as he only
qualified at the last minute (see
also report on p. 8). Sonja Tajsich
came in seventh and was absolute-
ly delighted with her personal-best
performance.
For many years now, one fixed
event has been the traditional
ERDINGER evening to kick off
the World Championships. Both
professionals and amateurs get
DATES
Events with Non-Alcoholic 2012
Dutch Trail Cup 2012, Netherlands
May 6, 2012: koning van Spanje - Gulpen
June 24, 2012: VeluweZoom Trail - Rheden
October 7, 2012: Dune Trail - Schoorl
Trailrunning series – the courses are away from
roads on natural paths through the countryside,
and in the Dune Trail in Schoorl even through
some of the Netherland’s highest dunes.
34. Asics Stockholm Marathon, Sweden
June 2, 2012
Over 20,000 participants from around the world
will be running the attractive course through the
capital city’s streets. The highlight is the traditional
final lap in the sold out Olympic stadium
from 1912.
Euregio‘Athlon Bütgenbach, Belgium
June 23, 2012
Bütgenbach lake and the attractive running and
cycling tracks in the heart of the Eifel natural
park are a sporting highlight for the participating
triathletes.
Swissalpine Davos, Switzerland
July 28, 2012
The world’s greatest mountain ultramarathon,
Europe’s highest marathon, Switzerland’s first
cultural marathon: the Swissalpine is a mountain
classic which attracts thousands of athletes
to Davos every year.
Ultrabalaton, Tihany, Hungary
June 30, 2012
The Ultrabalaton takes runners once around
Lake Balaton, Central Europe’s largest lake: a
stretch of some 212 kilometers! The start is at 6
a.m. in Tihany, and 32 hours later the runners
have to be back – as timekeeping stops then.
5150 Liverpool, Great Britain
July 1, 2012
One of six races in the international 5150 Triathlon
Series. 5150 is the combined distance of all
events: 1,500 meters swimming, 40,000 meters
cycling and 10,000 meters running.
together at Lymans Bay House on
kona beach to celebrate the
beginning of the World Champion-
ships for “ironmen” together with
numerous triathlon friends. For
many athletes, such evenings are a
welcome opportunity to share
their experiences of the world’s
toughest triathlon event during a
relaxing dinner. In excited anti-
cipation of the event ahead, both
athletes and journalists spent
an enjoyable evening – and
ERDINGER Non-Alcoholic was on
hand to provide some sporting
refreshment.
Andreas Raelert finished third
in a time of 8:11:07 hours.
5150 Zurich, Switzerland
July 14, 2012
The next station of the 5150 Series starts in Switzerland.
Hundreds of trees and lush green bushes
provide some 1,000 participants with plenty
of shade during the cycling and running events
before the final stretch on the “Landiwiese”
along the banks of Lake Zurich.
9th International TUI Marathon,
Palma de Majorca/Majorca
October 21, 2012
Under the motto “Follow the Sun”, over 9,000
runners from 60 nations in Majorca’s capital for
the TUI Marathon – which many regard as the
world’s most beautiful island marathon.
Foyer Marathon Echternach, Luxembourg
October 21, 2012
Marathon running in the Grand Duchy of Luxembourg
– the name “Two-Country Marathon”
stems from the fact that part of the route takes
runners through German territory.
Page 9

sPoRt
WORLD CHAMPIONSHIPS
Germany in biathlon fever
Medals galore, exciting contests and a very
successful presence for ERDINGER Non-Alcoholic
– that was the Biathlon World Championships
in Ruhpolding/Germany in March 2012.
With two world titles, Germany’s biathlon
superstar Magdalena Neuner, member of Team
ERDINGER Non-Alcoholic, enjoyed a golden
end to her phenomenal biathlon career. With
a further silver medal in the pursuit and
bronze with the mixed relay team, “Gold Lena”
was once again the best German biathlete.
The Team’s male members, Andi Birnbacher,
Michael Greis, Simon Schempp and Arnd
Pfeiffer, won bronze in the relay event.
Thanks Lena
Ruhpolding lived up to its reputation as
Germany’s “biathlon Mecca” during the World
Championships. Over 218,000 spectators
flocked to the Chiemgau Arena over the eight
competition days to cheer on the biathletes.
For many of them it was also a chance to say
farewell to their favor-
ite athlete Magdalena
Neuner, who is retir-
ing from professional
events at the age of
25 to pursue new interests.
Germany’s most
successful female bi-
athlete of all times had
long captured the
hearts of her many fans – with both her sporting
achievements and her likeable personality.
On the last day in Ruhpolding, and with tears in
her eyes, she told the public: “It’s difficult to
find the right words. I just want to say thankyou
with all my heart.” As of 2011, fans had got
used to seeing the charming and exceptional
athlete in her blue ERDINGER biathlon cap
and of course on the podium holding an
ERDINGER Non-Alcoholic three-liter glass.
Together with her Team colleagues, she
played a major role in raising awareness of
ERDINGER Non-Alcoholic. For this, and for
all the unforgettable moments she gave us,
ERDINGER Weissbräu would like to express its
eternal gratitude to Magdalena Neuner.
Premium partner
As a premium partner of the Biathlon World
Championships, ERDINGER Weissbräu also
scored some major successes off the compe-
tition circuit. At a total of three Urweisse-Hütt’n,
ERDINGER served its weissbier specialties to
numerous national and international customers,
spectators, athletes and officials. The
rustic huts soon established themselves as a
popular and cozy meeting place for celebrating,
relaxing and above all enjoying the
original Bavarian atmosphere. ERDINGER not
only demonstrated its close ties with the sport
of biathlon, but once again was able to prove
its credentials as a true ambassador of
Bavarian hospitality.
HONORED
Two awards for our owner Werner Brombach
In our anniversary year 2011, Werner Brombach
was honored with two high-ranking Bavarian
awards. For his outstanding commitment as a
sponsor of sports, he received the Bavarian
Sports Award. At the award ceremony in Munich,
Bavaria’s Minister President Horst Seehofer
stated: “Without the support of companies and
private persons like Werner Brombach many a
sporting achievement would never have been
possible.” Bavaria’s ultimate sporting accolade
was presented by Franz Beckenbauer, who has
long been a friend of the Erding-based brewery.
In his speech praising Werner Brombach,
Beckenbauer stated: “He’s not one to shout about
things. He believes that actions speak louder
than words.”
Werner Brombach was also honored for his lifetime
achievements in business with the Bavarian
Entrepreneur Award 2011. The award honors
those persons who have led their companies
successfully and sustainably over many years,
whilst also creating an outstanding corporate
culture. As an exemplary entrepreneurial personality,
the prize-winner also accepts social
responsibility over and above the boundaries of
his business duties.
Accompanied by his wife Christine, Werner Brombach accepts the Bavarian Sports Award.
Football legend Franz Beckenbauer held the award speech.
news
+ + + + news + + + + + news + + + + + news + + + + + news + + + + +
Majorcan bike map
The latest edition of ERDINGER’s popular
cycling map of Majorca has arrived. The ten
recommended tours cover the entire island
and are divided into four levels of difficulty –
from leisurely trips along the coast to challenging
mountain routes. In short, a rewarding
bike tour whatever your cycling proficiency.
And as a special bonus, the map includes every
5+1 Soccer Promotion Pack
In preparation for the soccer European Cham-
pionships in Poland and Ukraine, ERDINGER
Weissbräu is once again offering its attractive
Soccer Set for the off-trade. Each attractively
decorated case contains an ERDINGER Cup
Glass (special edition with soccer motive) and
Be-MaGIC study
restaurant and bar where bikers can enjoy a
refreshing and isotonic ERDINGER Non-Alcoholic
when they stop for a break. The maps are
freely available at the TUI desks of the Palma
de Mallorca airport and are also distributed via
the Grupotel and TUI hotel chain.
five bottles of ERDINGER Weissbier with Fine
Yeast. This 5+1 set is highly popular among
soccer fans and can guarantee extra sales for the
trade. It is available in all countries taking part
in the European Championships, as well as in
several overseas countries.
In a study entitled “Be-MaGIC”, scientists at the athletes. For the “Be-MaGIC” study (Beer, Marathon 2009. The high efficiency level
University Clinic of Munich examined the Marathon, Genetics, Inflammation and the surprised even the experts.
benefits of ERDINGER Non-Alcoholic for Cardiovascular system), the world’s largest Details can be found on the University website
marathon runners. They were able to prove study of marathons, the sports medicine at www.bemagic-studie.de
that the consumption of ERDINGER Non-Alco- experts examined 277 volunteers three weeks
holic has exceptionally positive effects on the before and two weeks after the Munich
Page Seite 106 Page 11

eRDInGeR GAstRo PARtneR
AWARD
Thank you
for long-standing and loyal partners
Without the skilled and professional support of its business partners, ERDINGER Weissbier would never have become what it is today: an ambassador
for Bavarian hospitality around the world. Continuity is important when it comes to building successful partnerships with mutual trust and
respect. We would therefore like to express our sincere gratitude to our longtime partners – here are those celebrating anniversaries in 2011.
France
12 Apôtres, Strasbourg
A certificate thanking him for his decades
of loyal support was presented to Bernard
Rotmann (center) of the “Bierstub des 12
Apôtres” in Strasbourg. As an ERDINGER pioneer
in France, he has been supplying Alsatian
beer lovers with ERDINGER Weissbier for
over 30 years and is dedicated to convincing
French connoisseurs of the delights of this topfermenting
specialty from across the border.
Spain
Ansa, Majorca
Based in Marratxi on the island of Majorca, Ansa
S.A. has been supplying the Balearic Islands
with wheat beer from Erding since 1986 – and
with great success. Many German holidaymakers
– as well as the local beer-lovers –
appreciate the qualities of this Bavarian specialty.
ERDINGER Weissbier’s strong position in
Majorca owes a great deal to the dedication of
Ansa’s employees. Export Director Waltraud kaiser
expressed her sincere gratitude to Miguel
Calafat (left), Gerardo Campos (2nd from right)
and Scott Parsons (right) and presented them
with an engraved three-liter glass.
Page 12
Spain
Drexler, Tenerife
Maria Drexler S.A. has been importing food and
specialties to Tenerife – mostly from Germany –
since 1978. For 25 years now, the family firm has
also been responsible for ensuring that the
island’s numerous international tourists can
enjoy a refreshing ERDINGER Weissbier. From its
base in Tacoronte, in the north of Tenerife, the
company supplies bars, restaurants and hotels
across the entire island. At the company’s store,
customers can also choose from a wide selection
of delicacies. Managing Director Petra Drexler,
the daughter of company founders Rainer and
Maria Drexler, was delighted with the engraved
three-liter glass she received in recognition of the
company’s long-standing partnership.
Spain
Tecnobrau, Madrid
ERDINGER Weissbräu and the Spanish beverage
importer Tecnobrau in Madrid can look back
on ten years of successful cooperation. Javier
Posadas of Tecnobrau (right) supplies the
entire Spanish retail trade with ERDINGER
Weissbräu, as well as Madrid’s bars and restaurants.
Two years ago, Tecnobrau began developing
themed gastronomy and now has three
successful bars in Madrid’s shopping centers.
Javier Posadas was congratulated by Export
Director Waltraud kaiser (center) and Gabriel
Chistik (left), Deputy Export Director.
Spain
Lloret Trading, Lloret de Mar
The partnership between Lloret Trading and
ERDINGER Weissbräu stretches back a quarter of
a century. The import-export specialist based in
Lloret del Mar began distributing beverages and
catering products on the Costa Brava in 1975.
Today, Lloret Trading supplies numerous macrostores,
hotel chains and other distribution channels;
its clients include many internationally
famous brands, including Weissbier from Erding.
The Bavarian specialty enjoys particularly strong
sales in the popular holiday regions along the
east coast – the private brewery is indebted to
A.D. Raja (right) and Shabir Raja (left) of Lloret
Trading.
FLORIDA
ERDINGER Weissbier at the
PGA <strong>Nation</strong>al Golf Resort
One of the top international addresses for
golfers is the PGA <strong>Nation</strong>al Golf Resort in Palm
Beach/USA. Its five high-class 18-hole cham-
pionship courses certainly meet the standards of
even the most discerning golf enthusiasts. No
surprise then that the PGA is host to a unique
number of top-ranking tournaments, such as
the Ryder Cup, PGA Championship, Grand Slam
of Golf, and the annual US PGA Tour. Pro-
fessionals like to use the main seat of the
“Professional Golfers Association of America” as
a training base. However, the resort’s many
regulars also include amateur golfers of varying
abilities who share a love for the game and have
found their perfect “home away from home” at
the PGA. In tropical surroundings, top course
designers have created 90 holes offering a
wide variety of challenges – and which are
simply stunningly beautiful. Of course, Florida’s
pleasant climate with its ideal temperatures –
especially in fall and winter – certainly helps.
Premiere for ERDINGER Cup
Located at the very center of all these golf
courses, the PGA <strong>Nation</strong>al Resort Hotel provides
the perfect accommodation. The 350 rooms and
60 bungalows at the heart of the resort feature
every imaginable comfort, numerous
leisure activities and a multiple-awardwinning
wellness center – free of charge.
As of November 2011, golfers can enjoy an
extra quantum of pleasure: the resort’s bars
and restaurants now serve ERDINGER Weiss-
bier. Whether classic or non-alcoholic – both
varieties are the ideal way to top off a
successful round of golf. “We are proud
that our ERDINGER Weissbier is now
served at one of the world’s most outstanding
golf destinations,” says Waltraud
kaiser, Export Director at ERDINGER
Weissbräu. As an introductory event,
the ERDINGER Cup 2011 was held on
the “Champion Course”. Modified by
golfing legend Jack Nicklaus, the
challenging course provided the perfect
backdrop for the tournament’s launch.
And a freshly poured ERDINGER Weissbier
for all the participants was the well-deserved
crowning glory to a perfect day of golf at
the PGA.
The resort’s surroundings are also highly
attractive: with the Atlantic beaches almost
on its doorstep, the PGA Boulevard has
eRDInGeR GAstRo PARtneR
developed into a
culinary strip featuring
numerous
restaurants. As a cosmopolitan
meeting place
just 15 minutes’ drive
away, Palm Beach attracts
jetsetters from around the
world with its countless shopping
opportunities.
The PGA <strong>Nation</strong>al German Office
is also unique in the USA. For
over 20 years the resort’s
German representative office
has been providing extensive
information and direct booking
possibilities for those interested
in golfing holidays at the PGA
<strong>Nation</strong>al.
www.pganational.de
www.pgaresort.com
Page 13

PResentInG
EXPORT TEAM
Daniel Cabo, Sales Agent
South America for Weissbräu
As an adamant beer lover, I have been
proud to represent ERDINGER Weissbräu
since 2006 for the Latin American markets.
It has been a tough but rewarding
challenge to identify our key partners in
order to have the brand well represented
and positioned as the top wheat beer of
the world in nearly all the Central and
South American countries and the
Caribbean.
Mr. Cabo, can you give us some information
about yourself so that our readers can get
to know you a little!
I was fortunate to expand my horizons by
attending boarding school in my teens for two
years in Dublin, Ireland and Lausanne/Switzerland,
as well a year in Paris, France. I really
enjoyed traveling, meeting people and having
new experiences while learning different cultures
and languages.
My professional life began right out of Business
School, as the General Manager of a start-up
bottling plant in Tecate, Mexico. There, I got right
into the beverage industry bottling soft drinks,
Tequilas, water and a coffee liquor. After that I
launched my own bottling plant in Tijuana,
Mexico, importing water from the United States
and selling to resorts throughout Mexico. After
that in the early nineties I moved to the brewery
business.
Page 14
Daniel Cabo, Sales Agent South America
Now, in my mid-forties, I enjoy time with my
10-year-old daughter and look forward to
showing her the wonders of the world as I have
done so myself. Amongst all this, I truly enjoy
having an ERDINGER and a good laugh with friends,
colleagues and even rivals. To me these are the
magical moments in life and most pleasurable no
matter what part of the world I am in.
What are the special challenges of your
job? What makes it so appealing to you?
My continuous journey is to educate the local
consumers of this fantastic Bavarian specialty.
The beauty of ERDINGER Weissbier is that it
stands on its own as being far superior to any
other imported brand and that of any local
production. The clear message and focus of
ERDINGER Weissbrau is a ‘Bavarian way of life’.
This brilliant viewpoint has them remain strictly a
wheat beer producer of high quality and not
quantity. Conveying this message has been the key
to winning the pallets of the Latinos.
Due to my strong belief in ERDINGER, my main
goal is to achieve presence in every Latin American
country by year’s end.
What would you say has been your greatest
achievement as a Sales Agent for ERDINGER
Weissbräu?
The key to ERDINGER’s success in these Latin
markets is twofold; identifying the key partner in
the country and then tailoring the approach in
each specific market. The foundation is critical
for long-term growth and stability of the brand. It
means recognizing the right partners to grow
together, as if it is a child.
I often tell our importers “paso por paso” one
step at a time. In addition to that, each country
requires a customized way of communicating the
very focused ERDINGER message of quality,
uniqueness and the Bavarian way of life, as each
region is surprisingly different.
In the countries you look after, what do
people think about Bavaria, Bavarian beer
and of course Weissbier from Erding? What
are the common clichés?
Consumers think primarily of German beer.
"Made in Germany" has power, stands for quality
and precision. My challenge is to explain the
character of Bavaria and to successfully sell our
ERDINGER wheat beer specialties.
The football world championship will take
place in <strong>Brazil</strong> in 2014. How will this
affect the beer sales? What does the
championship mean to you?
Not only is <strong>Brazil</strong> hosting the next World Championship,
they are also hosting the 2016 Olympics
AND they represent 60% of the beer consumption
in the entire Latin American region. With all of
that, over the next 4 years there will be tremen-
dous opportunities for ERDINGER Weissbier to
ride the ‘samba wave’. Having been in this market
for over 10 years now with over 3000 accounts,
ERDINGER is well positioned to participate in
these exciting world events.
As a football freak myself, I do believe in the
cliché of <strong>Brazil</strong> = football, therefore, it will
always be an amazing tournament. <strong>Brazil</strong> is the
only country having won 5 world champion-
ships and that has played in all final stages of
every football world cup tournament. It will most
likely be a national holiday every time they play
during the tournament and the atmosphere will
be incredible for all 192+ million <strong>Brazil</strong>ians plus
some estimated 600,000 international visitors. In
these types of prestigious events people tend to
celebrate with the finest. This is another perfect
example of why ERDINGER will do well. Top
event, top beer.
And your favorite ERDINGER experience?
Are there any moments or ERDINGER
stories which you’ll never forget?
Yes, but those are private just like the brewery's
formula.
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:
Celso Deniz/fotolia, p.1
Gaelj/fotolia, p.4 left above
Zentilia/fotolia, p.5 right above
Peter Bauersachs, p.6 above
Alejandro Bolivar/dpa, p.6 below
Veronika Edalini, p.8 left above
Samy Minkoff, p.10 center
above and big picture
Getty/Alexander Hassenstein,
S.10: small picture left above
and below
Gregor Bresser S.10:
small picture center left
Getty/Alexander Hassenstein,
S.10: small picture right
Wolfgang Breiteneicher/
Schneider Press, p.11 above
PGA <strong>Nation</strong>al, p.13
all others:
ERDINGER Weissbräu
April 2012

Michael Göhner, Triathlete
100% Performance. 100% Regeneration.
www.erdinger-alkoholfrei.com