Italy: Young brewers on the rise Promotion: ERDINGER Alkoholfrei ...

<strong>Italy</strong>:
<strong>Young</strong> <strong>brewers</strong>
on the rise
Promotion:
ERDINGER Alkoholfrei
world-wide
Knowledge:
200 years of
beer gardens
– The World’s Most Popular Wheat Beer
www.erdinger.de
1/2013

Content
Editorial Page 3
Cover feature
Italian beer market booming Page 4
Our brewery
Legendary mountaineer at
ERDINGER Private Night in London Page 6
ERDINGER at German Beer Festivals in UK Page 6
Promotion packs for the off trade Page 7
New dispensing font Page 7
Export hit “beer garden” celebrates
200th birthday Page 8
Jazz festival in Groznjan, Croatia Page 9
Steuben Parade in New York, USA Page 9
Sport
ERDINGER Alkoholfrei around the world Page 10
Hawaiian chase Page 11
Gastro partners
Long-standing partnerships Page 12
Business partners go rafting Page 13
Presenting
PRIVATE BREWERY SINCE 1886
Interview with Sales Agent Fabio Petrini Page 14
Imprint Page 15

Greetings
Fair play among partners
I have always been fascinated by outstanding sporting
achievements coupled with the Olympian ideal of fair play.
It was a particularly special moment for me, therefore, to
meet the exceptional British mountaineer Kenton Cool
during our customer event at the Olympic Games in
London last year. He proved his true Olympic spirit and
unbridled enthusiasm by fulfilling an old promise which a
British mountain climber had made during the Games 89
years ago.
Numerous athletes proved in London that fairness, com-
bined with passion and ability, is the right approach to
take. And not only in sport: this attitude also bears fruit in
our everyday business. A good example of this are our
partners in over 80 countries, with whom we have been
working in a spirit of mutual trust for many years now.
They represent an important network – reliably, expertly
and loyally paving a path for our wheat beers to the
brewery’s customers around the world. Their commitment
and hard work have made ERDINGER Weissbier what it is
today: a unique ambassador for Bavarian hospitality and
enjoyment.
ERDINGER Weissbier – the world’s most popular wheat
beer.
Best regards,
Werner Brombach
eDItoRIAL
Page 3

CoVeR FeAtURe
OvERvIEW
Beer boom in <strong>Italy</strong>:
young <strong>brewers</strong> committed to traditional s
The beer-brewing world looks on <strong>Italy</strong> in amazement:
a quiet revolution has been taking place in
this classic wine-drinking nation for some years
now. The number of breweries is exploding,
young people are choosing beer over wine, and
Italian “birre artigianali” – beers created by
microbreweries using traditional skills – are
picking up one award after the other.
ERDINGER at a charity event on Jesolo beach. The takings
are used to help the victims of the terrible earthquake in
Emilia Romagna in spring 2012.
Page 4
In absolute terms, <strong>Italy</strong> is still not one of the big
players on the global beer market. With a
consumption of around 18 million hecto-
liters of beer, it is currently 28th in international
rankings. Around one third of all beer consumed
is imported – significantly more than the
EU average of 13%. Although annual per capita
consumption is rising slightly (2011: 29 liters),
beer still plays a relatively minor role in daily
life, as the country’s thousands of years of wine
drinking is still too strong a tradition. Whereas
wine offers an almost endless variety, <strong>Italy</strong>’s
brewing industry is one of the most highly
concentrated in Europe. The three major
suppliers, Heineken Italia, Birra Peroni
Industriale and Industrie Poretti, are all under
the roof of major multinational groups. With
their own brands and various licensed and
imported beers, they account for almost three
quarters of the market.
Gelateria “da Nico” in a dream location in venice.
Adventurous <strong>brewers</strong> reinvent <strong>Italy</strong> as
beer-drinking nation
Over the past few years, the Italian beer market
has been given a strong boost from within its
own borders. A generation of young <strong>brewers</strong> not
afraid to experiment has set itself the task of
revitalizing the Italian market. With their handcrafted
beer styles and creative interpretation of
the brewer’s skills, they have caused quite a stir
among the world’s beer experts. The number of
so-called microbreweries, which almost exclusively
supply the HORECA sector, is growing fast:
from seven in 1996 to 450 today. With a share of
total output of just two percent, they may still be
very much a niche product, but the approach of
these “wild young men” illustrates how Italians
can be attracted to beer consumption. They are
fully committed to excellent quality and not
afraid to use unusual ingredients such as
chestnuts, or leave beers to mature in barrique
barrels. These young <strong>brewers</strong> have made a
major contribution toward changing beer’s

kills
image in <strong>Italy</strong>: from the often derided “drink
of the Barbarians” to a respected specialty
beverage. Brewery experts are amazed by this
development and talk of a “beer miracle” – even
citing <strong>Italy</strong> as the most innovative and interesting
beer market after the USA.
Beer being served increasingly with pizza
and pasta
Beer or wine: this question divides the genera-
tions in <strong>Italy</strong>. Consumers up to 54 years of age
prefer beer. According to the market research
institute Ispo, beer is viewed as “uncomplicated,
versatile, and as irreplaceable as jeans”. But
above all it is the taste of beer which has won
over the Italians. As an accompaniment to
pizza and pasta, it is not only widely offered in
restaurants, but has begun to replace wine on
domestic dining tables throughout the land.
Apart from its taste, beer’s other key benefit is its
lower alcohol content.
Country of connoisseurs with a
love of specialties
Around 60 million connoisseurs populate the
peninsular between South Tyrol and Sicily. They
value their traditional cuisine very highly and
enjoy talking at length about food and its pre-
paration. Italians attach the utmost importance
to top-quality food made from local ingredients
and recipes handed down from one generation
to the next. When it comes to beer, they also
enjoy something special – a good 44 percent of
total sales are generated by so-called “special
beers”. Traditionally brewed specialties like
ERDINGER Weissbier are highly regarded, even
though the Italians needed some convincing at
first before the previously unknown cloudiness
of yeast beer could establish itself as a sign of
quality. Wheat beers from Erding first found
their way across the Alps in the mid-1980s.
Originally offered only in South Tyrol, Alto
Adige, they soon found their way into the bars
and restaurants of the venice and Lombardy
regions. Central and South <strong>Italy</strong> followed in the
1990s and sales were subsequently extended to
the retail trade. Export Director Waltraud Kaiser
stresses <strong>Italy</strong>’s historical importance for the
company: “<strong>Italy</strong> really laid the foundation for
ERDINGER’s export business and I still have a
great attachment to the country. <strong>Italy</strong> and South
Tyrol, Alto Adige, are among our most important
export markets in Europe.” For decades now,
“Bella Italia” has been one of the most popular
holiday destinations for Germans – who often
enjoy a Bavarian moment with a cool ERDINGER
Weissbier during their vacation. However, even
the epicurean Italians have long appreciated the
fine aroma of this beer specialty from Erding.
Page 5

oUR bReweRy
LONDON
Olympic rarities
ERDINGER Private Night in London: to celebrate
the Olympic Games in summer 2012, the private
brewery invited customers to attend an exclusive
evening event at the “Bavarian Beerhouse Tower
Hill”. Guests enjoyed an entertaining evening in
pleasant surroundings with an original Bavarian
atmosphere. To frenetic applause, ERDINGER
owner Werner Brombach welcomed special guest
Kenton Cool, one of the most celebrated British
mountaineers. Just two weeks previously, the
39-year-old athlete had carried the Olympic flame
through London’s Southwark district as one of the
torch-bearers. He brought the torch with him –
and presented this valuable souvenir to Werner
Brombach, who has been a passionate Olympics
fan and spectator for many years.
An 88-year-old promise finally honored in
2012
As a further highlight, Kenton Cool showed guests
a small object with a great history: an Olympic
gold medal from the 1924 Games. It was in this
year that the inventor of the modern Olympic
Games, Baron Pierre de Coubertin, awarded a
FESTIvAL SEASON
ERDINGER goes UK
Outstanding beer is part of Britain’s cultural
heritage. The 100,000 members of the
“Campaign for Real Ale” (CAMRA), for exam-
ple, are committed to preserving the excellent
quality of the country’s ales. But despite this
passion for their own beers, the British are also
open for continental specialties. ERDINGER
Weissbier, for example, have been hugely popular
for many years – a fact also reflected by
the annual “German Beer Festivals” held
throughout the country.
In terms of beer production, the United Kingdom
is second only to Germany in Europe, but
has far fewer breweries – around 450 large,
medium and pub breweries compared to over
1,300 in Germany. The best-known English
beer variety is ale, a top-fermenting, light or
dark beer with a hoppy bitterness, which is
fermented at relatively warm temperatures.
Besides ale and its numerous variants, the most
common beers are lager, porter and stout.
For Britain’s many beer connoisseurs,
ERDINGER’s full-bodied, lively wheat beers perfectly
complement the traditional domestic
range.
Page 6
total of 21 gold medals to the British expedition-
ary team which two years previously had narrowly
failed to be the first climber to reach the summit
of Mount Everest. One of these celebrated pio-
neers, Edward Strutt, made an Olympic promise:
he would carry one of the gold medals to the top
of the world’s highest mountain. However, the
plan failed to be implemented and the promise
was eventually forgotten. In 1953, the New Zealand
mountaineer Sir Edmund Hillary became the first
man to climb Everest. But it was not until Kenton
Cool placed the medal on the summit on May 25,
2012 – and recorded the moment on camera –
that the 88-year-old promise could finally be kept
for Great Britain. For Kenton Cool, it was the tenth
time he had reached Everest’s summit, thus
setting a new national record. To his great disap-
pointment, however, mountain-climbing is still
not recognized as an Olympic discipline. With his
Olympian spirit, though, the charismatic Briton
certainly provided some inspiring moments
during a pleasant evening at the “Bavarian Beerhouse”.
The many visitors to the “German Beer Festivals”
were able to sample for themselves the
quality and flavor of the Bavarian specialties
from Erding. In close cooperation with
ERDINGER Weißbräu, Beerfest UK Ltd. based
in Southampton organized festivals in Cardiff
and Bristol as well as at the County Show in
Kent. Live music, traditional Bavarian food
and ERDINGER Weissbier helped guarantee a
fantastic atmosphere. Located in the south-west
of England, Bristol was the first city to host a
“German Beer Festival” in early May. visitors
were able to enjoy typical Bavarian hospitality
and conviviality over a period of five days. The
festival was a great success and is set to become
a firm fixture in Bristol’s event calendar. The
“Cardiff German Beer Festival” in the south of
Wales attracted over 2,500 people. Guests
enjoyed the cozy atmosphere at the beer tables
on the Roald Dahl Plass of Cardiff Bay. Although
the weather at the Kent County Show was not at
its best, over 50,000 people came to learn more
about agriculture, nature and country life. Part
of the County Show was the “International Beer
& Cider Festival”, where ERDINGER’s wheat
beer specialties were also served.
www.bavarian-beerhouse.co.uk
Werner Brombach (left) with the Olympic torch which the
ten-times climb-er of Mount Everest, Kenton Cool (right),
carried through London.
The gold medal of 1924 with which Kenton Cool honored an
old Olympic promise.
In 2013, the venues for the German Beer Festivals
will include Swindon in the county of
Wiltshire and Weymouth in Dorset.
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+ + + newS + + + + + newS + + + + + newS + + + + + newS + + + + +
SPECIAL OFFER
Promotion packs from ERDINGER Weissbier
With a host of new promotion packs, ERDINGER
Weissbräu is targeting improved sales on the
brewery’s export markets. ERDINGER Weissbräu
will be offering a fast-selling Oktoberfest set for
the trade in good time for the Oktoberfest season
2013. Each attractively designed case contains
one ERDINGER Exclusive Glass in a special Oktoberfest
edition as well as five bottles of ERDINGER
Oktoberfest – the ideal Oktoberfest set for friends
of Bavarian beer festivals around the globe.
ON-TRADE
New
dispensing font
Attractive: the elegant curves of ERDINGER’s
new “Anaconda” dispensing font and its illuminated
medallion make it a true eye-catcher –
especially in trendy bars and pubs. The new
font achieves the perfect blend of form and
function.
The new variety Pack enables customers to
sample five different beer types (ERDINGER
Weissbier with fine yeast, Dunkel, Kristall,
Pikantus, Urweisse) and so get to know the
whole variety of ERDINGER’s Weissbier and their
differing characters. Each 5+1 pack contains
5 bottles and an original ERDINGER Exclusive
Glass.
ERDINGER Weissbier will also be unveiling an
innovative Z Pack: thanks to a sophisticated
packaging solution, the three 0.5 liter ERDINGER
Weissbier bottles appear to be almost floating –
a real eye-catcher on the shelf to help boost
impulse sales.
Page 7

oUR bReweRy
ExPORT HIT
The Bavarian beer garden
is 200 years old
The Bavarian beer garden has long developed into
a true export hit. The concept of outdoor beer and
food consumption is now enjoyed all over the
world. In 2012, the beer garden celebrated its
200th anniversary. Time for a look back at its
history and an insight into the world’s most beautiful
ERDINGER beer gardens.
Beer gardens began as a practical solution to a
problem of the time: in order to keep beer cool
and fresh for as long as possible, breweries plant-
ed chestnut trees above their storage cellars in
order to provide shade and additional cooling.
It was soon noticed that these leafy places were
very pleasant in summer and the <strong>brewers</strong> began
serving their well-cooled beers to guests. In fact,
it was so cozy and sociable to sit in the shade of the
chestnut trees that people began to stay longer and
consume their own home-made snacks. The local
catering establishments were not too happy about
this development, however. As the breweries
began providing tables, benches and later their
own food to boost business, the classic inns
steadily lost customers. In 1812, King Max I. Joseph
ended the dispute by legalizing the beer gardens
with the “Bayerische Biergartenverordnung”
(Bavarian Beer Garden Decree), which to this day
still dictates what actually constitutes a beer
garden. The garden character and the possibility
to bring your own food are key aspects. The Bavarian
“Biergarten” is part of local culture and still
lived and loved by all – across all generations,
social classes and professions. The reason for this
longevity and broad appeal is provided in the
Bavarian Beer Garden Decree itself: “Beer gardens
provide an important social and communicative
function as they have long been a popular meeting
point for large sections of society. Conviviality and
social gatherings outdoors help counter the effects
of isolation often encountered in everyday life.”
(Bavarian Beer Garden Decree of April 20, 1999,
Explanatory Statement 2.1 on Section 1).
In less official language: “Biergarten” culture is
an expression of the Bavarian way of life. It is no
surprise, therefore, that beer gardens have
established themselves as a Bavarian success
story around the world – just like ERDINGER’s
wheat beer specialties. With one exception: most
beer gardens outside Bavaria are run as busi-
nesses. From north to south and east to west,
ERDINGER beer gardens – for which the private
brewery has developed a special concept – are
highly popular with their global guests. The beer
gardens combine typical Bavarian elements with
Page 8
specific aspects of local culture. Here are a few
examples:
Santo Domingo, Dominican Republic
Guests at the beer garden in Santo Domingo can
enjoy a cool ERDINGER Weissbier under the
Caribbean sun. In addition to traditional German
meals, such as roast pork, goulash and bratwurst,
the beer garden also serves creole delicacies. This
is accompanied by German accordion music
from Paul Scherrer, who has been living on the
Caribbean island for almost three decades now.
www.biergarten-santodomingo.com
Singapore
In the city-state of Singapore in South-East Asia,
the “Peranakan Place” beer garden attracts
numerous guests from home and abroad.
ERDINGER weissbier is served fresh from the
barrel and is enjoyed in particular together with
delicacies from Singapore’s highly varied cuisine.
www.peranakanplace.com
New York City, USA
In the heart of New York’s Harlem district, the
restaurant “Bier International” serves ERDINGER
weissbier in its beer garden. The restaurant is
located on Frederick Douglass Boulevard, which
is known as Harlem’s “Gold Coast” because of its
many upscale boutiques and shops. The sidewalk
tables of “Bier International” enable guests to
enjoy a cozy atmosphere despite being on one of
New York’s biggest and busiest streets.
www.bierinternational.com
“Tavern29” in Manhattan invites guests to take to
the roof: in addition to its two floors in a typical
New York townhouse from the 19th century, the
restaurant offers tables in its unique “rooftop beer
garden”. Up here, the noise from the street is far
away. Beer tables combined with Bavarian
elements in a New York style provide an inspired
atmosphere in which to enjoy a glass of freshly
poured, draft ERDINGER Weissbier.
www.tavern29.com
Barcelona, Spain
200% Aleman – 200% German – is the slogan of
the beer garden located on the terrace of the Hotel
Princesa Sofia. The five-star hotel located in Plaça
Pius xII is one of Barcelona’s finest addresses.
Friendly, dirndl-clad waitresses and a successful
overall design with wooden benches and bluewhite
checkered tablecloths create an inviting
“Biergarten” atmosphere.
www.princesasofia.com
Erding, Germany
No list of beer gardens would be complete, of
course, without the most traditional ERDINGER
“Biergarten” of them all: located directly in front of
the ERDINGER Weissbräuhof in Erding, the home of
the private brewery. Guests can relax and enjoy watching
life pass by on the “Lange Zeile” while enjoying
a cool ERDINGER. The “Lange Zeile” was originally
the main axis of the medieval town’s street
system. With its numerous shops, pubs and traditional
houses, it is now part of Erding’s historic center.
www.hotel-erdinger-weissbraeu.de

CROATIA
Jazz festival in Groznjan/Istria
ERDINGER Weissbräu was represented for the
first time at the “Jazz is back!” festival in Istria’s
artist colony Groznjan last year. For 22 evenings,
internationally acclaimed jazz musicians were
warmly welcomed by an enthusiastic and highly
knowledgeable audience. The infectious joy
displayed by the musicians at every concert
ensured a warm atmosphere and deep connection
with the jazz aficionados – it’s no surprise
then that the European Jazz Federation declared
the festival in Groznjan as Europe’s best small
jazz festival in 2008. With its historic buildings,
the romantic car-free city once again provided
a stunning backdrop for the open-air stage. The
13th festival ended with a memorial concert for
the jazz musician and initiator Boško Petrovic,
who died two years previously.
NEW YORK
Steuben Parade celebrates
German-American friendship
ERDINGER Weissbräu and the “Tavern 29”
restaurant pulled out all the stops for New York’s
traditional Steuben Parade: their painstakingly
decorated float drew many admiring glances.
The colorful parade along Fifth Avenue is the
highlight of celebrations to honor German-
American culture and tradition throughout the
USA. Every year, over 100,000 spectators follow
the procession of national costume groups,
shooting and music clubs, carnival organizations
and artists. Many of them cross the Atlantic
specially for the Steuben Parade. With their
richly decorated costumes and wagons, the
approximately 5,000 participants not only rep-
resent the traditional picture of Germany, but
also comment on current topics in the Federal
Republic. Many German-Americans take the
opportunity to pay tribute to their cultural
heritage and set a living monument to German-
US friendship – after all, some 15 percent of
all US citizens have German roots. Since its
premiere in 1957, the spectacular parade has
established itself as a genuine New York experience.
Numerous Tv channels cover the parade
from 64th Street in Manhattan to Central Park,
where festivities are brought to a fitting end
with a traditional “Oktoberfest”. In 2012, the
float created by “Tavern 29” and ERDINGER
Weissbräu had a decidedly Bavarian flavor:
dancing girls in dirndls celebrated German-
American conviviality on the weissbier wagon.
www.germanparadenyc.org
Page 9

SPoRt
SERvING PROMOTIONS
ERDINGER Alkoholfrei around the world
Running, cycling, swimming – sport is at home
all around the world, just like ERDINGER
Alkoholfrei. For 11 years now, the isotonic
thirst-quencher has been represented at sports
events around the world with its high-profile
serving promotions. In the 2012 sporting
season, ERDINGER Alkoholfrei was once again
served at the finishing line of numerous events
– to the delight of the successful contestants.
South Africa
ERDINGER Weißbräu supported two triathlon
events in South Africa with its sports beverage.
At the Western Cape’s biggest sporting event, the
Freshpak Fitness Festival in Clanwilliam, the
athletes crossed the line after an 800 m swim,
20 km cycle race and 5 km run. Over 800
athletes took the opportunity to test their abilities
– and ERDINGER Alkoholfrei beer.
Page 10
Dereje Tulu from Ethiopia came second in the Stockholm Marathon.
The Jailbreak Triathlon was held 250 kilometers
further south near Worcester. As the name
suggests, the race takes place around the
Brandvlei prison. The challenges have all been
given appropriate titles: “The Life Sentence”
(3.3 km swim, 133 km cycle, 33 km run),
“Maximum Escape” (2.2 km swim, 88 km cycle,
22 km run), and “Minimum Escape” (1.1 km
swim, 44 km cycle, 11 km run). An ERDINGER
Alkoholfrei “to celebrate freedom” tastes
particularly good when crossing the line.
Netherlands
The bright blue logos of the ERDINGER Non-
Alcoholic drinks stations in the finishing area
send a clear signal to the trail runners of the
Dutch Trail Cup in the Netherlands that the end
is in sight. Runners needed a particularly good
grip for the Koning van Spanje Lauf (Gulpen),
the veluweZoom Trail (Rheden) and the Dune
Trail (Schoorl), as all the courses were away
from asphalted roads. The races led the contestants
through country areas along nature trails
– and in the case of the Dune Trail in Schoorl
even over the Netherlands’ highest dune.
Luxembourg
For the seventh consecutive year, the Grand
Duchy of Luxembourg invited runners to take
part in the ING Night Marathon. 10,000 athletes
rose to the challenge and ran the attractive
course from the banking and finance center in
Kirchberg through the historic city center and
past magnificent villas, stately townhouses, and
the Grand Duke’s palace. The oldest marathon
participant, by the way, was the Indian Fauja
Singh at 101 years of age.
Stockholm
The marathon around Sweden’s capital city,
Stockholm, has been held every year since 1979.
The sports journalist and athlete Anders Olsson
read an article at the time about the New York
Marathon and was so fascinated by the idea that
just ten months later the Stockholm Marathon
was born. The number of participants has since
grown from 2,000 to 21,500. Athletes from all
over the world run two rounds through down-
town Stockholm. The highlight for every runner
is to cross the finishing line in the packed Olympic
stadium from 1912.
<strong>Italy</strong>
It is regarded as Europe’s toughest mountain
bike tour in one of <strong>Italy</strong>’s most beautiful spots:
the Südtirol Sellaronda Hero. Some 2,000
bikers took part in the third-ever tour in 2012,
competing over two distances of 52 and 82
kilometers. Both routes follow the famous and
name-giving “Sellarunde”, which runs around
the Sella mountain massif. The start and finish of
the race was in Wolkenstein, in the Grödner
valley. Between these two points, the participants
faced a challenging route up and down several
Dolomite passes, with height differences of
4,200 meters.
Garda, <strong>Italy</strong>, was the venue for the eleventh Paola
Pezzo mountain bike race. Dedicated to the
Olympic gold medal winner and world
champion cross-country mountain biker, the
race takes participants over 38.5 kilometers
through woods, hills, gravel, tar, paths and trails
around the beautiful Lake Garda.

TRIATHLON
Hawaiian chase
For four consecutive years, Andreas Raelert
has made the podium of probably the world’s
toughest triathlon race – the Ironman in
Hawaii. In 2012, the Team ERDINGER Alkoholfrei
member achieved the title of vice World
Champion. He finished in a breathtaking time
of 8:23:40 hours, whereby blustery winds and
temperatures of around 40 degrees hardly
helped. “I didn’t so much lose first place as
fight hard to win second,” says Andreas Raelert
in his assessment of the dramatic race. Getting
on the podium at all seemed like a tall order in
the early stages. Whereas his brother Michael
Raelert emerged from the water together with
the other favorites, Andreas failed to find his
usual rhythm and fell almost four minutes
Andreas Raelert after his successful catch-up efforts.
behind the leader group. At times the gap grew
to as much as 14 minutes. Toward the end of
the cycling stage and over the marathon
distance, however, the 36-year-old German
from Rostock began to show what he was made
of and launched an unbelievable attack.
In the ladies event, Sonja Tajsich crossed the
finishing line in Kona in a fantastic fourth
position. The Regensburg-born athlete put in
an impressive performance in the running
segment. The Swiss triathlete Simone Brändli
was also delighted with her successful debut
in Hawaii, which saw her finish 20th in the
ladies’ event for professionals.
Three days before the legendary race, the
traditional ERDINGER Evening at “Humpy's Big
Island Alehouse” in Kailua-Kona once again
provided the ideal atmosphere for profes-
sionals, amateurs, fans and journalists to enjoy
a relaxing evening – against the perfect
backdrop of sundown on Kona beach. With a
delicious buffet featuring ERDINGER Weissbier
– and of course ERDINGER Alkoholfrei for the
athletes – there was a wonderful German-
Hawaiian atmosphere.
A highly satisfactory fourth place in Hawaii: Sonja Tajsich
Page 11

eRDInGeR GAStRo PARtneRS
AWARD
Recognition for loyal,
long-serving partners
Without the expert, professional support of its business partners, ERDINGER Weissbier would not be what it is throughout the world
today: the ambassador for Bavarian hospitality. Continuity is important for the establishment of a successful partnership built on trust.
We would therefore like to thank some of our long-serving partners – here are those who celebrated anniversaries in 2012.
<strong>Italy</strong>
Finocchiaro, Catania
In 1978, Rosario Finocchiaro founded “Finocchiaro
s.r.l.” in Motta Sant'Anastasia, near Catania in Sicily,
and began to specialize in importing German and
English beers to <strong>Italy</strong>’s southern-most region. In
1986, the company added ERDINGER Weissbier to
its portfolio, supplying mostly restaurants and bars
in the region. Rosario Finocchiaro was thus one of
the pioneers who smoothed the path for the Bavarian
specialty beer in the wine-drinking nation of <strong>Italy</strong>.
His son Enzo Finocchiaro (right) has since taken
over the reins of the family business which employs
twelve people. As a symbol of gratitude for the many
years of cooperation, Fabio Petrini (left), Sales
Agent <strong>Italy</strong>, presented a three-liter ERDINGER glass
with a special engraving.
Spain
Fransadi, Albolote
From its base in the Andalusian town of Albolote,
Fransadi SL supplies the HORECA segment of the
Granada region and the Motril coastal region with
ERDINGER Weissbier. Founded in 1993, the company
focuses mainly on the import of specialist beers from
around Europe. ERDINGER Weißbräu has Fransadi
and its General Manager Francisco Tenorio to thank
for the excellent distribution in the Costa Tropical
holiday region – a special certificate was awarded to
honor ten years of successful partnership.
Scotland
Belhaven Brewery, Dunbar
The current Belhaven Brewery was founded near
Dunbar, Scotland, in 1719. However, it is thought
that monks were probably already brewing beer
here in the Middle Ages. In 2005, Greene King took
over what was at the time Scotland’s largest private
brewery. Belhaven’s master <strong>brewers</strong> can offer ten
different beer types – from classic Scottish ale and
stout to fruit beer. ERDINGER Weißbräu has been
successfully cooperating with Belhaven Brewery
for ten years now – and ERDINGER Sales Agent
Rob Hole (left) thanked Graham Baird (right),
Sales Director of Belhaven Drinks, for this longstanding
partnership.
Great Britain
Wells and <strong>Young</strong>'s Brewing Company,
Bedford
Wells and <strong>Young</strong>'s Brewing Company is the UK’s
largest family-owned brewery, formed in 2006
from the merger of two traditional British breweries
in Bedford and London. The company owns
numerous pubs which serve a wide variety of its
beers – especially traditional ales and premium
lager. For ten years now, the portfolio has also included
a Bavarian wheat beer specialty, ERDINGER
Weissbier, which has steadily grown in popularity
and is now highly coveted by British beer lovers. In
recognition of the good cooperation, ERDINGER
Sales Agent Rob Hole (left) presented a certificate
of thanks to Tim Sprake (right), International
Sales and Agency Director at Wells and <strong>Young</strong>s
Brewing Company. In the background hangs a
portrait of company founder Charles Wells.
Bolivia
Reineke Fuchs, La Paz
Reinhard Rössling (center) has been running his
restaurant “Reineke Fuchs” in the Sopocachi
district of Bolivian capital La Paz since 1996.
In this cozily appointed restaurant, he likes to surprise
his guests with an unusual menu. As well as
traditional German dishes, he combines German
and Bolivian elements to create true fusion cuisine
with its own unique culinary appeal. The Bavarian
element is provided by ERDINGER Weissbier, which
Reinhard Rössling has been serving for ten years. In
summer, guests can relax in the adjoining beer garden
– at an altitude of 3,800 meters. In 2008, he
founded the subsidiary Roessling Import-Export,
which markets ERDINGER Weissbier and other
famous beverage brands throughout Bolivia. The
certificate of thanks was handed over by ERDINGER
Sales Agent for South America, Daniel Cabo (left),
and Joerg Zehnle, Executive Director of the
German-Bolivian and German-Peruvian Chambers
of Foreign Commerce (right).

Germany
Haromex Development, Brüggen
As a specialist for high-proof beverages, Haromex
Development GmbH imports and exports highquality
and niche spirits around the world.
Founded in 1992 by John van Soest, the familyowned
company with branches in Germany,
Austria, Switzerland and the Netherlands is already
being run by the second generation. For the past
ten years, the company’s range has also included
ERDINGER Weissbier. As the supplier of large
cruise ships, Haromex ensures that this specialty
beer can also be enjoyed while crossing the world’s
oceans. Our symbol of gratitude for many years of
successful cooperation was presented to Harald
van Soest (left), General Manager of Haromex, by
ERDINGER Area Sales Manager Michaele Lange
(right).
Azerbaijan
Azerisch, Baku
Azerisch Ltd. (founded 1998) has been importing
wheat beer specialties from Erding to Azerbaijan
for ten years now. With its 29 employees, the
company specializes in importing alcoholic bev-
erages and mineral waters and also runs five
restaurants. In the capital city Baku, Azerisch is
responsible for positioning ERDINGER Weissbier
in numerous outlets and has helped the brand
develop a strong presence. The Eurovision Song
SUMMER FUN
Herbstfest guests go rafting
ERDINGER Weissbräu had a special surprise in
store for its business partners who had come
from all over the world to enjoy Erding’s
Herbstfest. The private brewery had organized
a traditional rafting trip on the River Isar,
Bavaria’s fourth-longest river. This entertaining
and highly traditional event gave the visitors
an opportunity to experience the Bavarian
landscape and discover the region at its best.
Rafting is a centuries-old tradition in Bavaria.
In the past, it was mostly used to transport logs
as building materials from the Alpine region to
Munich and other towns. Large passenger rafts
were also built to carry travelers. But today,
rafting is enjoying a renaissance as a leisure
activity – a social event and a fun way to enjoy
nature.
On a cool August morning, guests from
Singapore, <strong>Italy</strong>, Peru, Russia, Malaysia and
Mexico boarded the raft some 30 kilometers
south of Munich and took their seats on the
beer benches. On the same site shortly before,
the roughly hewn tree trunks had been joined
together by the rafters themselves with the aid
of some large nails. Under the leadership
of Head Rafter Michael Angermeier, the “ex-
pedition” then set off for the state capital.
Depending on the speed of the current, the trip
was mostly gentle with plenty of attractive views
of the landscape along the banks. Things livened
up noticeably in the white water segments,
where swirling water and gravel banks called
for maximum concentration. As the speed
picked up, so too did the atmosphere on the
raft – aided by live music, wheat beer and
snacks. Following a midday rest at the trad-
itional Bavarian inn “Zur Mühle” – a longstanding
ERDINGER customer – the guests
could look forward to the highlight of the tour:
Contest held in Baku in 2012 succeeded in finally
putting the Caucasian nation on the map. Tourism
is also growing and both factors are having a
positive effect on the development of ERDINGER
Weissbier in Azerbaijan. Area Sales Manager
Daniel Novacek (left) thanked General Directors
Rashid Huseynov (2nd from left) and Shaiq
Mahir Tahirov (2nd from right) as well as
company founder Javanshir Guliyev (right) for
the successful cooperation.
Europe’s longest raft slide with a slope of 18
meters height difference, enabling speeds of
40 km/h. At the final destination, the raft land-
ing stage in Munich, a coach was waiting to
take the satisfied guests back to Erding. The
day was rounded out with a cozy evening in the
ERDINGER beer tent at the Herbstfest.
Page 13

PReSentInG
ExPORT TEAM
Fabio Petrini,
Sales Agent <strong>Italy</strong>
Fabio Petrini (60) lives with his wife and
two sons in Emilia Romagna/<strong>Italy</strong>. After
various career moves within the beverage
industry, he joined ERDINGER Weissbräu
in 1995. As a freelance sales agent of the
private brewery, he serves trade and cater-
ing customers throughout <strong>Italy</strong> with the
aid of his powerful team. His hobbies
include writing, painting and hunting.
From 2007 to 2009 he served as President
of the Rotary Club Tre Valli Distretto 2070.
Mr. Petrini, how did you come to join
ERDINGER Weissbräu?
In 1995, I began to look after part of the Italian
market as Area Sales Manager for ERDINGER
Weissbier. Today, I have my own office in Forli and
am responsible for sales of ERDINGER Weissier in
the whole of <strong>Italy</strong> together with Heineken, Dibevit
and some independent importers.
How do you manage to convince a nation of
wine drinkers they should drink beer – and
especially wheat beer?
Italians don’t regard beer as an alternative to wine
but as a refreshing beverage with less alcohol than
wine. It can be drunk on every occasion, not only
with meals. In the 90s, the yeasty cloudiness of
wheat beer made it difficult to sell, as at that time
such cloudy beers were virtually unknown in <strong>Italy</strong>.
But by focusing on tourist markets, we were able to
gain market share. At the same time, we had a lot
of convincing to do and worked closely with
beverage distributors who did not stock wheat
Page 14
Fabio Petrini, Sales Agent <strong>Italy</strong>
beer at the time. In this way, we gradually brought
many Italians into contact with this wheat beer
specialty and gained them as customers.
What was the major milestone for you in
your work for ERDINGER?
The restructuring of the sales organization in <strong>Italy</strong>
in 2007 due to changed market circumstances and
the resulting cooperation with Heineken Italia.
What do you enjoy most about ERDINGER
Weissbräu?
The brewery and its owner Werner Brombach are
respected by our customers throughout <strong>Italy</strong> and
enjoy huge esteem – both for their reliability as
business partners and for the service they provide
for their partners. ERDINGER Weissbier is the most
highly respected wheat beer brand in <strong>Italy</strong>. Top
quality and the excellent reputation of Bavaria’s
beer-brewing culture have helped create an
outstanding image.
What advice do you give to your compatriots
with regard to wheat beer?
ERDINGER is an internationally acclaimed wheat
beer known throughout the world. It owes its
outstanding flavor to the way it matures in the
bottle, which make it both unique and exclusive.
ERDINGER is a byword for top-quality, wholesome
enjoyment.
What progress is non-alcoholic beer making
in <strong>Italy</strong>?
We are making slow but steady progress. Quality
and flavor also play a very important role for nonalcoholic
beers. The strongest interest is being
shown by sports enthusiasts and people who don’t
drink alcohol.
The number of microbreweries in <strong>Italy</strong> is
growing fast. What are the reasons?
The modern Italian consumer is looking for
quality and exclusivity. Many of the major domestic
brands are increasingly making standard products
adapted to their international markets. Niche
products are no longer developed by these major
brands. This is why many small beers – “birre
artigianali” – have been developed for the HORECA
sector, i.e. specially for bars and restaurants. This
is not a short-term trend. Marketing ERDINGER
specialties like Pikantus, Dunkel, Oktoberfest and
Schneeweisse in <strong>Italy</strong> as “birre artigianali” would
certainly be worth considering.
Beer or wine with antipasti, pasta etc.: what’s
your tip?
It would certainly be worth developing tasting
sheets similar to those of wine experts, as upperfermenting
yeast has a similar taste profile to red
wine. This makes combinations with pasta,
sausage, roast meat and game definitely possible.
At the same time, wheat beer goes well with pizza.
Pizza margherita with an ERDINGER is simply a
dream combination! ERDINGER Weissbier is
flexible and harmonises with a wide variety of
cuisines, e.g. with Mediterranean or even Asian
meals.
What do Bavaria and <strong>Italy</strong> have in common?
The beauty of their landscapes, their love of
partying, the respect for traditions, the strong
desire for freedom – these are all values which
Bavarians and Italians share.
Has Bavaria’s beer festival culture also
reached <strong>Italy</strong>?
Over the last ten years in particular, there have
been a lot of highly popular and successful
Bavarian-style festivals in <strong>Italy</strong>. We also love these
old traditions and this lively atmosphere with
upbeat music and typical food.
Which moment with ERDINGER Weissbier
would you love to experience again?
From an emotional point of view: my birthday in
2006, which I celebrated with all my ERDINGER
colleagues in a mountain hut in South Tyrol,
Alto Adige.
What is the most beautiful place in <strong>Italy</strong> to
enjoy an ERDINGER Weissbier?
There are so many! Lake Garda, all the seashores,
the narrow alleys of the Trastevere district
in Rome, the university quarter of Bologna,
around the villa del Casale near Piazza Armerina
(Sicily) …

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Photos:
p. 1 Fotolia/sborisov
p. 4/5 Fotolia/jenifoto
(background)
p. 5 Fotolia/Lorenzo
Buttitta (upper)
p. 5 Fotolia/celeste
clochard (lower)
p. 6 Gettyimages/Jörn
Pollex (upper)
p. 8 Fotolia/Harald Biebel
p. 11 Michael
Rauschendorfer
p. 13 Georg Mayer (lower)
all others:
ERDINGER Weissbräu
April 2013

www.erdinger-alkoholfrei.com
Mike Aigroz, triathlete
The refreshing isotonic recovery drink.