Partnership with a soccer legend - Erdinger

Historic Restaurant
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Growth market
Latin America page 2/3
New longneck bottle
Golfing for charity
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… has always remained true to its Bavarian
roots. In Franz Beckenbauer, we have gained a
representative who probably better than any-
one else embodies our “In Bayern daheim. In
der Welt zu Hause” philosophy. He has made a
name for himself throughout the world as the
best German soccer player of all time and a
successful coach. More than anything else, it’s
his hard work and commitment that have
brought the next World Cup to Germany in 2006.
Best regards,Werner Brombach
rdinger Weißbräu …
Erdinger Weißbier – The World’s Most Popular Wheat Beer
Partnership with a
soccer legend
German soccer idol Franz Beckenbauer
has long enjoyed close ties
with the Erdinger Weissbräu brewery.
In a new deal lasting until 2006, the
former player has now agreed to act as an
ambassador for the world’s leading wheat
beer brand.“Erdinger is Beckenbauer’s
favourite beer.And in addition to being a
highly popular personality in Germany, he
is also an excellent choice to represent
us on our international markets,” explains
the private brewery’s owner, Werner
Brombach.
Although his active playing career ended
some 20 years ago, Franz Beckenbauer is
still one of football’s leading international
personalities.Winner of a World
Cup medal with the German squad in
1974, he laid the foundation for his
international popularity with his move
from Bayern Munich to the New York
Cosmos in 1977.After hanging up his
boots he launched an equally successful
career as a team coach, leading the German
national team (World Cup winners
1990) and Bayern Munich (league
champions 1994) to success. Germany’s
selection as host to the 2006 World Cup
was also due in no small part to Beckenbauer’s
international reputation.As Chairman
of the FIFA Organisation Committee,
Beckenbauer is currently heavily
involved with the planning of the forthcoming
championships.
The one constant in Beckenbauer’s life
outside football has been his love for
Erdinger Weissbier. He has been an
honorary member of Erdinger’s fan club
since 1997.As a Bavarian, he doesn’t regard
wheat beer as an alcoholic beverage
“but part of our basic diet.”Who better to
represent Erdinger Weissbräu in public?
As an advertising partner of the Erdinger
brewery, Franz Beckenbauer appears in
both the print and broadcast media.
Furthermore, he represents the brewery
in trade promotions, press appearances
and other public events. Advertising
campaigns and promotions are planned in
particular in connection with the World
Cup 2006 in Germany.
www.erdinger.de

EXPORT NEWS 1/04
Successful inovations
Erdinger’s classic wheat beer “with
fine yeast” has been available in its
new and modern 0.33-liter longneck
bottle for one year now.Also new
is its handy 12-pack packaging format.
The smaller case size – 12 instead of 24
bottles – is ideal for both
retailers and exclusive
hotels. Both innovations
have been
very well received on
the brewery’s foreign
markets.The smaller
longneck bottles are
particularly interest-
LONGNECK BOTTLE
BETWEEN ATLANTIC AND PACIFIC
Growth market
Latin America
Latin America is one of the world’s
most interesting beer markets.A study
of the global beer market undertaken
by research institute Canadean Limited
forecasts that consumption in Latin America
will grow by 30 percent in the coming
years. Erdinger Weissbräu anticipated this
trend some time ago and has been represented
in a growing number of Latin American
states since 1992, including Columbia
(1992), Paraguay (1998), El Salvador (1999),
Brazil (2000), Bolivia (2000), Chile (2001)
and Peru (2002).
BRAZIL
With its 27 states, Brazil is Latin America’s
biggest country with regard to area and
economic strength.The federal republic has
long shaken off its former image as an
agricultural nation. In the early 90s Brazil
launched a number of important economic
reforms, which helped transform it into one
of the world’s most liberal economies.
These reforms also benefited the country’s
importers.
Famed for its football and samba artists,
Brazil is the biggest beer market in South
America and the fourth largest world-wide.
With annual consumption of some eight
billion liters (51 liters per head), Brazil
easily tops the table on the South American
continent. Our local importer, Emcomex,
has been importing Erdinger Weissbier to
Brazil for four years now – with great
success. Erdinger Weissbier is available both
in bars and restaurants as well as through
ing in countries with high alcohol
taxes: as the price per bottle is more
competitive than the traditional 0.5-liter
versions, new consumers are tempted to
give Erdinger wheat beer a try. Even
markets which have no previous experience
of wheat beer have
reacted very positively.
the major supermarket chains. Erdinger is
now even available on tap in Sao Paulo and
Rio de Janeiro.
Bolivia is the continent’s highest nation and
often referred to as the Tibet of South
America.The country has a rich culture,
breath-taking mountain landscapes and
fascinating remnants of its former highly
developed civilizations.
In the early 90s the average annual beer
consumption was just 20 liters per person.
By 1997, however, the figure was up to 25
liters and is expected to reach 30 to 50
liters in the next ten years.At the same
time, however, competition is also expected
to intensify on the Bolivian beer market.
In the city La Paz – 4000 meters above sea
level – the country’s first Beer Festival was
held in 2002 in cooperation with the
German embassy. The festival featured
traditional German beer tents and, of
course, Erdinger Weissbier. Needless to say,
Dr. Christian Behr,
Waltraud Kaiser
BOLIVIA
GOLF I
Lake Garda Trophy
Not far from Verona is the Sommacampagna
Golf Club, one of the region’s
most beautiful courses.This
was the location in May for Erdinger’s
Lake Garda Trophy. Customers and partners
from Germany, Italy and Switzerland
were able to show off their golfing skills
Fritz Wepper, Waltraud Kaiser, Susanne Wehner,
Jürgen Rassmann
under absolutely ideal weather conditions.Among
the guests were TV and film
actor Fritz Wepper and Olympic medalist
Norbert Schramm.The gala dinner was
held at the gourmet restaurant “La Loggia”
in the picturesque town of Bardolino
on the banks of Lake Garda.
Franz Beckenbauer und
Sir Bobby Charlton

the event was very warmly received.The
Festival was organized by the International
Chamber of Commerce and our importer,
Reineke Fuchs. La Paz also boasts two bars
serving Erdinger Weissbier under the
Reineke Fuchs name.A third bar is to be
opened soon in Santa Cruz.
Bernd Sproedt (German Ambassador to Bolivia),
Werner Brombach and Reinhard Rössling
A further highlight in this mountain-top
state is the “Refugio Chacaltaya” hut – at
5,300 meters it’s certainly the world’s
highest Erdinger bar. Mountain climbers
from all over the world can look forward to
recovering from a hard day’s climb with a
refreshing glass of Erdinger.
CHILE
With its mixture of European influences
and Indian traditions, Chile is famous above
all for its excellent red wines.The country’s
economic growth in the last few years,
however, has also led to a steady rise in
demand for beer.Today, Chile is regarded as
one of the world’s most attractive beer
markets.The country’s relatively low per
capita consumption (27.35 liters) promises
tremendous future growth rates. Chile
enjoys strong traditional ties with Germany.
The achievements of German settlers in the
south and the efforts of German scientists,
entrepreneurs and experts have all played a
key role in developing the country. German
church spires, traditional guest houses and,
of course, a preference for German beer all
bear testimony to this influence.
Fans of Erdinger Weissbier can find the
wheat beer specialty in hotels and supermarkets,
above all in the capital city of
Santiago de Chile, where our importer
Pibamour is located.
With its rain forests, mountain scenery and
beautiful beaches, Columbia is regarded by
many as one of the world’s most beautiful
countries. Erdinger Weissbier has been
available here since 1992. Despite the
import duties and restrictions, Erdinger
GOLF II
Charity flight with top
celebrities
COLUMBIA
Population in millions
Three-times Wimbledon
champion
Boris Becker in-
international personalities
from the world of
sport, including footvited
guests to the
ball icons Sir Bobby
Laureus October Festi-
Charlton, Franz Beckenval
Golf Tournament in
bauer and Oliver Kahn
fall. The star-studded
as well as the boxing
golf event was presen-
brothers Vladimir and
ted by Erdinger Weiss-
Vitali Klitschko. The
bräu. Both competitors Franz Beckenbauer, Antony Netto, charity event raised
and spectators were
Boris Becker, Oliver Kahn
over 177,000 Euros,
able to enjoy the fine weather over a cool which will be used for such children’s
glass of Erdinger wheat beer. Becker’s sports projects as “Kids Swing”, a golf
invitation was followed by numerous project for handicapped children.
Brazil
GDP in US dollars
Brazil
Bolivia
Bolivia
Chile
Chile
El Salvador
El Salvador
Columbia
Columbia
Paraguay
Paraguay
FACTS & FIGURES
Peru
170.0 8.8 15.5 6.4 45.0 6.0 28.4
Peru
2,600 962 4,208 2,258 2,200 975 2,250
Weissbier is doing very well in the retail
trade. Sales are focused mainly on the capital
city Bogotá as well as the country’s major
economic region Medellín and its third
largest city Cali – popular above all for its
relaxed atmosphere.Tourists will also find
Erdinger along the Caribbean beaches of
the north-west. Following its success in the
retail trade, Erdinger now plans to establish
itself in the catering sector.
PERU
The most recent of Erdinger’s Latin American
trading nations has long been a magnet
for tourists with its many remnants of
former great civilizations. From Spanish
colonial towns to the ancient Incan capital
of Cuzco or the mysterious Nazca lines,
Peru is rich in history and tradition.The
country’s economy is liberal and welcomes
foreign investment.
PARAGUAY
The only South American state – apart from
Bolivia – without access to the sea, Paraguay
is still a mainly agricultural nation. Since
1989, however, the country has introduced
Size in square kilometers
Brazil
Bolivia
Chile
El Salvador
Columbia
Paraguay
Peru
8.5 1.09 748,800 21,040 1.14 406,752 1.2
Beer consumption in liters per capita
Brazil
Bolivia
Chile
El Salvador
Columbia
Paraguay
Peru
53 25 28 12 53 46 26
Foreign Office; ERC Statistics International plc
1 Gabriele Volpi, Waltraud Kaiser, Elke Sommer,
Lindy Scheele
2 Wladimir Klitschko, Axel Schulz, Vitali Klitschko
3 Otto Retzer, Heidi Thesing, Fritz Wepper,
Renate Olbricht, Shirley Retzer
1
2
3
EXPORT NEWS 1/04
a number of reforms and opened up its economy.
Erdinger Weissbier is offered in
selected supermarkets and catering establishments
throughout the country. Erdinger
is also to be found on the menu of several
hotels, such as Knut Gabel’s Paramanta Hotel.
One of Paraguay’s best-known fans of the Bavarian
wheat beer specialty is Roque Santa
Cruz and his family: at the celebrity footballer’s
wedding in Asunción, Erdinger Weissbräu
laid on wheat beer for all 400 guests.
EL SALVADOR
Located on Central America’s Pacific coast,
El Salvador is famed for its lush green countryside,
its rich variety of wildlife and its
numerous volcanoes.The government has
set itself the target of developing the country
into an attractive investment location.
This includes the introduction of businessfriendly
legislation and the improvement of
the country’s infrastructure.
Erdinger Non-Alcoholic
0.33l Longneck Bottle
Following in the footsteps of the
0.5-liter longneck version of Erdinger’s
classic wheat beer “with fine
yeast”, the brewery plans to
launch Erdinger Non-Alcoholic in
a handy 0.33-liter longneck bottle
in fall 2004.The bottles will be
packed in cases of 12 or 6 and
available in selected markets.
Olympic partners
Erdinger Weissbräu will also be
represented inside the sporting
arenas: record swimmer Thomas
Rupprath and the German triathlon
team are being sponsored by
the wheat beer brewery.
Ironman Hawaii
On October 16 the world’s
toughest triathletes will converge
once again in Hawaii to
take part in the island’s famous
Ironman event. In addition to
German triathlon stars Nicole
and Lothar Leder, the up-andcoming
triathlete Faris Al-Sultan
will also be wearing the Erdinger
Non-Alcoholic logo on his vest.
Faris Al-Sultan
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EXPORT NEWS 1/04
ON THE HISTORY TRAIL
Bavarian speciality for the
Great Wall of China
Over 6700
km long
and some
ceremony for the
renovated former
outbuilding was
2200 years old, the
attended by the
Great Wall of Chi-
mayor of Peking as
na has just added a
well as numerous
further attraction
diplomats and in-
to entice the toudustryrepresenrists.The
first and,
tatives.Therestau- as yet, only restaurant
(“Der kleine
rant along China’s
Landgraf”) is run
most famous edi-
jointly by Colognefice
was opened in Opening ceremony against historic backdrop based caterer Fritz
May.What’s more,
with plenty of new Erdinger fans
Jaeckl and his Chi-
visitors from all over the world can enjoy a nese partner Yu Cheng. It offers seats for
genuine Bavarian beer specialty against this some 80 guests and is expected to be used
venerable backdrop: Erdinger Weissbier. mainly for special events.A reception for
The restaurant is located in Badaling, Olympic medalists, for example, is planned
approx. 70 km north of Peking.The opening for the Peking games of 2008.
The Burj al Arab hotel (Arab Tower)
rises up from the Arabian Sea like a
dream from 1001 Nights.At 328 meters,
it is currently the highest, most luxurious
and most expensive hotel in the world.
Even its location on a man-made island just
15 kilometers from the city of Dubai is
spectacular.The sail-shaped, seven-star hotel
is one of the most ambitious projects of
Crown Prince Sheikh Mohammed, a visionary
engaged in developing alternatives for
his country’s economy as the oil supply
slowly begins to dry up.The Emirate of
Dubai is already the Middle East’s key
trading and banking center and is now well
on the way to becoming one of the world’s
favorite holiday destinations.
The number of five-star hotels underlines
the fact that Dubai is not aiming for the cutprice
tourist.With the Burj al Arab – officially
LUXURY HOLIDAYS IN DUBAI
Erdinger in the orient – the height of
wheat beer culture
Erdinger Weissbier – the wheat beer
of soccer fans.This famous advertising
campaign in Germany was a
clear commitment for Erdinger to join in
the action at the recent European Championships
in Portugal.The German brewery
hosted a German-Portuguese football
evening with special guest Franz
Beckenbauer in the “Casa Agricola”
restaurant in Porto. In an interview with
TV reporter Bela Rethy, the football
expert and former world-class player
opened in 1999 – the Emirate has established
a hotel rich in superlatives. Guests
can choose from 202 suites on 27 floors.
Even the “smallest” suites offer 120 m2 of
space.With 1,200 staff, 900 meters of private
sandy beach, three pools, numerous
designer boutiques and a variety of sporting
activities, guests are treated to every conceivable
luxury.White chauffeured Bentleys
and the hotel’s own helicopter are available
for shuttling guests back and forward.A
choice of five top-class restaurants provide
a rich variety of culinary delights.At 200
meters above sea level, guests in the “Al
Muntaha” restaurant can enjoy the spectacular
view over a refreshing glass of Erdinger
Weissbier.The “Al Mahara” fish restaurant is
reached by virtual submarine. In addition to
the choicest selection of fish and seafood,
guests are also treated to
Erdinger’s wheat beer specialties.
EURO 2004 IN PORTUGAL
German-Portuguese football
evening with
Franz Beckenbauer
commented on the games
so far at the Euro 2004
and praised host nation
Portugal for the excellent atmosphere
at the championships.Among the
guests were Erdinger’s importers for
Portugal, Ricco Heberlein, Pedro Pimenta
and Carlos Sancho, as well as Portuguese
bar/restaurant owners and sub-distributors.
German journalists at the event took
the opportunity to question Beckenbauer
on his thoughts about the game.
German-Portuguese football evening with honorary guest Franz Beckenbauer