Export-News

Russia 2018 Between and Moscow: Bavarian beer under the sign of the World Cup Export-News

EDITORIAL » Sport brings people together« Many great writers, painters, dancers, musicians and customers to our ERDINGER Private Night in Moscow. We sportsmen come from Russia. Guests from all over the spent a wonderful and entertaining evening in a stylish world were impressed by Russia during the World Cup – location in the heart of the city. We are brought together in by the country itself, by its people and by its famous our commercial lives by business and a common goal: hospitality. Once again, sport demonstrated its tremendous to promote ERDINGER Weissbier in Russia. After all, we ability to bring people together. During those four weeks have been represented with our wheat beer specialities in June and July, football fans from all over the world from Erding on the Russian market for over 30 years now. cheered and celebrated together. One particularly positive It was therefore all the more gratifying to strengthen these memory of this football summer is the wave of enthusiasm personal relationships in a congenial atmosphere, to share that rolled through Russia and captivated everyone it touched – our passion for football and exchange other experiences, even though, as a staunch fan, I was personally and to gain new insights into the world’s largest country. very disappointed about the early departure of our team. Our time in Moscow was characterised by fair play, open- Together with our Russian importer, it was a great pleasure ness and a strong team spirit. These are also values which for me to invite numerous business partners and we at Privatbrauerei ERDINGER Weissbräu like to uphold. 

Best regards from Erding

Werner Brombach

EDITION 2 / 2018 Page 3 Content Export-News In this edition:

Our brewery

06 ERDINGER wheat beer in the Russian beer market

07 Football promotion items

08 Private Night in Moscow Exclusive: the football event of the year Market review: Russia is the world‘s sixth was celebrated during the ERDINGER largest beer nation; beer is becoming 11 Alkoholfrei Lemon: new for Export Private Night in the Left Bank Pub in more and more popular. 06 08 Moscow. 12 Alkoholfrei Lemon in profile | Interview with Dr Stefan Kreisz

14 Guidelines on beer dispensing equipment

16 Campaign for ERDINGER Dunkel in Mexico

Our partners

18 Weynants NV/Belgium | Noreast Premium Importers/Ireland Goodies/Argentina | IBIF SRL/Italy

19 Beer Company Limited/Thailand | Lisley S.A./Uruguay KEO Plc./Cyprus | Award for ERDINGER in Grožnjan

Our Active World Newcomer: ERDINGER Alkoholfrei Informative: ERDINGER informs with 20 Triathlon successes Lemon is very well received in the first brochures and videos about dispensing 11 export markets. 14 technology and beer care. Last page

22 Interesting facts about the ERDINGER crate

22 Legal information

Successful: our triathletes give it all – Thank you: we have a long-standing, be it in the water, on the bike or on the trusting cooperation with our partners. 18 20 running course.

Page 4 ERDINGER EXPORT NEWS EDITION 2 / 2018 Page 5 Our brewery Export-News

The football summer of 2018 con- Top-fermented wheat beer is regarded our partners do not compromise on fimed what many people around the as something special among Russian quality and have a first-rate image with world had long known: beer is hugely beer lovers – and they particularly ap- a successful international marketing popular in Russia. Sales soared during preciate ERDINGER Weissbier as a true strategy. ERDINGER is therefore the the World Cup – due in part, of course, speciality “made in Germany”. After perfect partner.” Waltraud Kaiser, Ex- to the many international football fans entering the Russian market thirty port Director of the private brewery, visiting the country. But beer has al- years ago, the wheat beers from Erding adds: “Russia is a key export market for ways been a much-loved beverage in are now available in over 400 bars, us. And thanks to Moscow Brewing the wide stretches between St. Peters- pubs and restaurants as well as via all Company, and the intensive cooperati- burg and Vladivostok: Russia is the major retail partners. The main sales on we have together, we enjoy an ex- world’s sixth largest beer nation in areas are Moscow and its outskirts with cellent market standing here.” The terms of output. Per capita, consumption over 17 million inhabitants, St. Peters- most recent example of this partner- is currently 61.5 litres per year. And burg, and the 13 other metropolitan ship was the joint organisation of the beer is especially popular with younger, regions in Russia with over a million ERDINGER Private Night in Moscow.  urban consumers. inhabitants.

Viewed historically, beer has a much Moscow Brewing Company shorter tradition than vodka, which was first distilled in the Middle Ages. Moscow Brewing Company (MBC), the The first brewing equipment was im- country’s fifth largest brewery, has ported from Holland by beer lover Czar been importing our wheat beer since Peter the Great (1672–1725). The coun- 2008. It has set itself the goal of pro- try’s first breweries were then built in viding customers with first-class beer – the 1760s under Catherine II. At the either its own creative self-brewed time, beer was regarded mainly as a rit- products or high-quality imported beers. ual drink, especially for celebrations such as baptisms, weddings or church Over the last ten years, the two brew- festivals, and its consumption was eries have built a very successful and strictly regulated. Today, there are 860 intensive partnership, based mainly on breweries competing on the market, in- mutual trust and understanding, as cluding all the major international beer well as a shared philosophy of provi- producers. But demand for local beer ding the highest quality. Maxim Gusev, Maxim Gusev, Head of MBC Import, is looking – especially craft beer – is also rising head of MBC’s Import department, forward to further boosting the sales of ERDINGER wheat beer in the Russian market. steadily. states: “It is vitally important for us that

PROMOTION Indispensable merchandise Impetus – Football promotion pack and kit boost sales around the world.

Definitely a collector’s item: our limited FEATURE edition glass with Moscow landmark St. Basil’s Cathedral was very well re- ceived by football fans. Around the world, fans were delighted to receive this limited edition glass together with five heat beer in the world’s bottles of ERDINGER Weissbier with Fine W Yeast as part of an ERDINGER Football Promotion Pack available through partic- ipating retailers.

Our trade and HORECA partners also en- largest country joyed the special ERDINGER promotion kit and individual merchandise items. Russia – The beer specialities from Erding are hugely popular The range included fan scarves, thun- in the world’s sixth largest beer market. Tenth anniversary of dersticks, pennant chains, game plan ERDINGER importer MBC. posters, beer mats and plenty more – all helping to boost sales.  Desirable: promotion packs with Cup glass

Page 6 ERDINGER EXPORT NEWS EDITION 2 / 2018 Page 7 Our brewery Export-News

TOP EVENT Exclusive ERDINGER Private Night Moscow – Big World Cup party: ERDINGER holds a unique event for business partners and customers in the Russian capital.

Werner Brombach, owner of ERDINGER Weissbräu, Waltraud Kaiser, Export Director of the brewery, and Igor Dementiev, General Manager of the ERDINGER partner "Moscow Brewing Company", toast to the successful Private Night in Moscow. A Bavarian-Russian evening with Michael Wanke (ERDINGER Weissbräu), Igor Karasik (Moscow Brewing Company), Waltraud Kaiser (ERDINGER Export Director), Werner Brombach (owner of the private brewery), Igor Dementiev (General Manager of Moscow Brewing Company), Aldert van der Wijk (ERDINGER Sales Agent), Maxim Gusev (Moscow Brewing Company), Michael Schauerte and Michael Austermayer (both ERDINGER Weissbräu).

The location was very well chosen: at explained: “Our wheat beer is held in largest brewery and long-standing the well-known jazz club “Left Bank very high regard by Russian beer drinkers. ERDINGER partner Moscow Brewing Pub” in the heart of Moscow, the pri- And thanks to the successful co- Company.  vate brewery rolled out the red carpet operation with our importer, Moscow for business partners and customers in Brewing Company, we are gaining late June. At the ERDINGER Private more and more 'lovers' for our wheat Night in the historic building on Ulitsa beer specialities from Erding.” Marosleyka, guests celebrated the foot- ball event of the year. Following a Russian-Bavarian dinner, the Russian presenter Elena Ivanova took to Werner Brombach, owner of ERDINGER the stage and proved to be a charming Weissbräu, and Waltraud Kaiser, the host throughout the evening. To the brewery’s Export Director, welcomed sounds of the jazz band “Agafonnikov”, around 200 distributors, partners, cus- guests danced until late into the night, tomers, press representatives and in- chatted about football – and of course fluencers. Under the motto “ about the strong performance of the meets Russia”, an unforgettable evening Russian team – and enjoyed to the full a was toasted with an ERDINGER wonderful and relaxed party atmo- Pikantus. “It’s fantastic to see how foot- sphere. It was an evening to celebrate life ball connects people and what role our and hospitality – both Bavarian and Russian. Michael Austermayer (ERDINGER Manager External Sales Force), Armin Riederich, wheat beers can also play in encour- The ERDINGER Private Night was The jazz band 'Agafonnikov' provided an exuberant Stylish location: the famous jazz club "Left Bank Pub" on Ulitsa Marosleyka Waltraud Kaiser (ERDINGER Export Director), Ksenia Zhossan, Vladimir Zhossan (Moscow Brewing Company) and Aldert van der Wijk (ERDINGER Sales Agent). aging this”, Waltraud Kaiser stated and organised together with Russia’s fifth atmosphere. in the heart of Moscow.

Page 8 ERDINGER EXPORT NEWS EDITION 2 / 2018 Page 9 Export-News

PRODUCTS For refreshment New addition to ERDINGER Alkoholfrei range New for Export – Privatbrauerei ERDINGER Weissbräu is expanding its successful range with ERDINGER Alkoholfrei Lemon. The new addition has already got off to an excellent start in its export markets. lovers. Our isotonic energiser ERDINGER Alko- Kaiser. Thanks to these natural ingre- holfrei is already an international hit – dients and its fruity-fresh flavour pro- especially among its core target group file, ERDINGER Alkoholfrei Lemon has of athletes. In 2017, the private brew- been well received by customers with ery launched two fruity non-alcoholic an active, mindful lifestyle. Healthy en- mixed drinks on the German market joyment is a current trend, especially with ERDINGER Alkoholfrei Zitrone and among young, cosmopolitan con- ERDINGER Alkoholfrei Grapefruit. Since sumers in Europe’s urban centres. per 100 ml per 330 ml the beginning of the year, the newcom- ERDINGER Alkoholfrei Lemon perfectly Alcohol < 0.3 vol.* < 0.3 vol.* er Lemon has also been marketed in meets the need for natural refresh- Calorific content 108 kJ / 25 kcal 356 kJ / 82 kcal selected export markets. “The response ment. As an attractive wheat beer Fat < 0.5 g < 0.5 g has been very positive”, explains mixed drink, it combines the character ERDINGER Export Director Waltraud of a speciality with sparkling enjoy- of which Kaiser. “The next step is to gradually ment. fatty acids < 0.1 g < 0.1 g widen distribution in Europe and to Carbohydrates 5.6 g 18.5 g push the new variant in the retail trade The successful debut of our fruity of which sugars 4.8 g 15.8 g and HORECA segment.” non-alcoholic beverage has been con- Protein < 0.5 g < 0.8 g firmed by several awards from German ERDINGER made a conscious decision trade journals, based on surveys of Salt < 0.01 g < 0.01 g not to use any artificial additives or pre- retailers and consumers. It is now time Folic acid 19.0 µg (9.5%**) 63 µg (33%**) servatives for the new beverage. “By to transfer this potential to our export Vitamin B12 0.18 µg (7.1%**) 0.6 µg (23%**) insisting on purely natural ingredients markets. With the support of our retail only 25 kcal per 100 ml Vitamin C 3.6 mg (4.5%**) 12 mg (15%**) we were able to meet in full the require- and HORECA partners, we are delight- * According to a study of the Institute for Forensic Medicine of the ments of owner Werner Brombach ed to be able to pave the way for University of Freiburg (2010), this has no physiological impact. isotonic and contains vitamins with regard to the highest-possible ERDINGER Alkoholfrei Grapefruit‘s and ** Reference quantity for adults for the daily vitamin intake. quality standards,” explains Waltraud Lemon’s international roll-out.  Important information for allergy sufferers: Our wheat beer specialities contain both wheat and barley malt. without stabilisers or colourants Data according EU food regulations

no chemical additives or preservatives

Natural. Sporty. Refreshing. Page 10 ERDINGER EXPORT NEWS EDITION 2 / 2018 Page 11 Our brewery Export-News

NEWCOMER ERDINGER Alkoholfrei Lemon – naturally refreshing In profile – With its fruity-fresh flavour, low calorie content and purely natural ingredients, the new ERDINGER Alkoholfrei Lemon ticks all the boxes.

Slightly bitter non-alcoholic beer meets fresh lemon – for Appearance perfect enjoyment. With its soft malty notes, our Alkohol- wheatear yellow, natural cloudiness, fine white froth frei is the ideal partner for the aromas of sun-ripened Smell lemons and their fruity, sharp freshness. With its sparkling fresh lemon juice, delicate malt notes, zest of citrus fruits carbonic acid, ERDINGER Alkoholfrei Lemon is deliciously Flavour lively. natural lemon, soft malt notes in the background, tangy- Calorie jugglers will love the fact that it only has 25 calories refreshing per 100 ml. And the vitamin-rich thirst-quencher is also Mouthfeel isotonic, meaning its valuable ingredients are absorbed very lively, tingling, multi-layered lemon lingers on the immediately by the body. palate  Can also be enjoyed straight from the bottle!

INSIGHT Perfect partners: Alkoholfrei and lemon Interview – Dr Stefan Kreisz, Head of Quality Management, Research and Development at ERDINGER Weissbräu, was heavily involved in the product development of ERDINGER Alkoholfrei Lemon.

Exportnews: What was the fruity notes, goes well with citrus flavours. Nevertheless, motivation for expanding the we worked hard to find the perfect blend – every detail product range? has to be right. Sourcing the right ingredients to meet Dr Stefan Kreisz: Studies our high quality standards was a particularly difficult of the German market challenge. showed that some 70 per cent of our Alkohol- Exportnews: Who is it aimed at? frei customers occa- Dr Stefan Kreisz: ERDINGER Alkoholfrei Lemon is the sionally reach for non- ideal addition to our classic Alkoholfrei for athletes. But we alcoholic mixed drinks are also targeting a new group: young women who enjoy – 17 per cent even on a an active lifestyle. weekly basis. Now they no longer have to be “un- Your tip: Which food does it harmonise with best? Dr Stefan Kreisz, Head of Quality Manage- faithful” and can choose Dr Stefan Kreisz: The citrus notes of ERDINGER Alkoholfrei ment, research and development their preferred brand. Lemon give fruity-fresh dishes the right kick. It goes well with fish or seafood, glass noodle salad, falafel or grilled Exportnews: Why lemon? vegetables.  Dr Stefan Kreisz: Lemon tastes very fresh and is an absolu- te classic ingredient for mixed drinks of all kinds. It is also no secret that sparkling non-alcoholic wheat beer, with its

Page 12 ERDINGER EXPORT NEWS Page 13 Our brewery Export-News

DRAUGHT BEER SERVING CONCEPT FESTIVAL CULTURE Perfectly served wheat beer: The Oktoberfest season is starting Legendary – A party atmosphere brings people together. And wherever you are in the world, it’s guidelines on beer dispensing equipment hard to resist a cool ERDINGER Weissbier and a hearty rendition of the famous toast “Prosit der Gemütlichkeit”. The private brewery is once again the proud partner of Oktoberfests in Europe, the Support for HORECA customers – Draught beer is held in high esteem throughout the world. To ensure Americas and Asia, and will be supplying guests with our wheat beer specialities from Erding. Below that our specialities are dispensed the right way for perfect quality, a few important rules have to be is a list of where and when you can experience the Bavarian passion for life at first hand. observed when serving from the tap. The ERDINGER Weissbräu website provides informational material with plenty of tips. Location Name Dates Lucerne, Switzerland Lozärner Oktoberfest 06.-22.09. Zurich, Switzerland Züri-Wiesn 13.09.-06.10. Dublin, Ireland Dublin Oktoberfest 14.09.-06.10. Cincinnati, USA Oktoberfest Zinzinnati 21.-23.09. Tapei, Taiwan Wendel‘s Oktoberfest 22.09.-07.10. Bogota, Columbia Oktoberfest 22.09. Porches, Portugal Vila Vita Oktoberfest 27.09.-06.10. Tapei, Taiwan 1st ACC Oktoberfest held by Michael Wendel 27.09.-07.10. London, UK ERDINGER Oktoberfest London 27.09.-28.10. Toronto, Canada Toronto Oktoberfest 27.09.-29.09. Nyburg, Denmark Oktoberfest Nyburg 28.09. Grand Rapids, USA Oktoberfest West Michigan 28.-29.09. Kayl, Luxembourg Oktoberfest 5.-7.10. Egerkingen, Switzerland Oktoberfest Gäupark 28.-29.09., 05.-06.10. São Paulo, Brasil Oktoberfest São Paulo 28.09.-14.10. Herning, Denmark Bierfest Herning 29.09. Kitchener-Waterloo, Canada Oktoberfest 05.-13.10. Mumbai, India Oktoberfest Mumbai 10.-14.10. Copenhagen, Denmark Oktoberfest Tivoli 12.10. Sanford, USA Oktoberfest by Hollerbach 12.-14.10. Solymar, Hungary Oktoberfest Solymar 12.-14.10. Tampa Bay, USA Oktoberfest 12.-14.10. Chur, Switzerland Calanda Oktoberfest 12.-13.10., 19.-20.10., 26.-27.10. Panama City Beach, USA Panama City Beach Oktoberfest 13.-14.10. Hong Kong Marco Polo Oktoberfest 17.10., 19.10-10.11. Hollywood/LA,USA Wirtshaus & Rasselbrock 17.-28.10. Winterthur, Switzerland Oktoberfest Winterthur 18.10.-03.11. Novi Sad, Serbia Oktoberfest Novi Sad 19.-20.10. Beromünster, Switzerland Gourmet Oktoberfest 19.-20.10, 26.-27.10. Rumelange, Luxembourg Oktoberfest 25.10.-28.10. Bruneck, South Tyrol/Italy Stegener Markt 26.-28.10. Pune, India Oktoberfest Pune 26.-28.10.

Andreas Forster, Head of the Dispensing Technology Unit at ERDINGER Weissbräu, explains the art of perfect dispensing.

A well-poured wheat beer in a tall glass, is hygiene and all matters relating to A pressure calculator is also available with an inviting head and lively-fresh the cleaning of dispensing equipment. online and as an app. It calculates the flavour is a real treat for customers. This is followed by information on set- correct pressure for all four draught THE ORIGINAL And for bars and restaurants, beer is ting up the dispensing equipment and beer varieties according to the tem- one of the most important sources of how to solve typical serving problems. perature. revenue. In order to support our part- The brochure can be downloaded from Herbstfest in Erding ners in the HORECA segment, we have the ERDINGER website. At the end of a long brewing process, released our “draught beer serving it is extremely important for us that O’zapft – The Herbstfest in Erding took place from 31 August to 9 September this year. Two festival concept”: a brochure, a video and an The video “ERDINGER draught beer” the wheat beer served to the cus- tents once again guaranteed a fantastic Bavarian festival atmosphere. app which explain all aspects of dis- provides even more detailed informa- tomer is of the highest quality – for which pensing technology and beer care. tion. In just under 20 minutes, it gives ERDINGER Weissbier is so rightly Festivals have a long tradition in Bavaria. business customers and partners numerous valuable tips and specific famous. After all, the bar owner and They are a place to meet and make from throughout the region and this Concise specialist knowledge is pro- usage examples. Keg changing, pressure brewery have a common goal: to pro- friends, as well as to enjoy life, good year from 46 countries – a perfect vided by our “ERDINGER Manual for Dis- settings, cleaning, “do‘s and don‘ts” – vide the guest with a moment of pure food and, of course, outstanding fes- opportunity to toast the successful pensing Equipment”. What are the nec- HORECA professionals can use the film enjoyment – because a satisfied guest tival beer. With a history stretching cooperation with each other. essary conditions for storage rooms? to refresh and deepen their knowledge will be happy to order one more wheat back to 1816, this year’s Herbstfest in Which materials are needed? Due to of draught beer serving. beer and, above all return on another Erding delivered once again the typi- Exclusively for the Herbstfest, the private the higher carbon dioxide content of day. cal Bavarian party mood. For ten brewery produced 1,100 hectolitres wheat beers, setting the correct oper- The delivery pressure calculator is also days, the festival tents of ERDINGER of ERDINGER Festweisse. With an ABV ating pressure is a particularly sensitive available online and as an app. With it, Find the manual for dispensing equip- guaranteed a unique and convivial of about 5.7%, it is slightly stronger issue. The manual provides detailed in- the correct delivery pressure can be ment, ERDINGER draught beer film as atmosphere. The around 400,000 than our classic wheat beer – for pure formation on this topic with specific cal- determined for all four draft beer types well as the pressure calculator under guests also included many of our enjoyment.  culation examples. Another focus area depending on the temperature. www.erdinger.com 

Page 14 ERDINGER EXPORT NEWS EDITION 2 / 2018 Page 15 Export-News

CAMPAIGN ERDINGER Dunkel – Color Dunkel. Sabor Dunkel. Speciality with character – This unique wheat beer is hugely popular in Mexico. A special ERDINGER Dunkel campaign is helping boost sales even more.

Our dark wheat beer is both elegant and exceptionally harmonious. And this characterful and refreshing spe- ciality is particularly popular in Mexico. My topic of the issue In order to gain even more lovers of this wheat beer, ERDINGER and its Dear business partners, long-standing importer Cerveza Mi- dear friends of ERDINGER nerva recently launched a specially co- Weissbräu, ordinated campaign with the claim “Color Dunkel. Sabor Dunkel.” By using ERDINGER’s dark beer is a real the word “Dunkel” (dark), the slogan “hidden champion”. It was origi- emphasises the wheat beer’s roots nally a present from ERDINGER’s while at the same time anchoring the master brewers to owner Wer- product name. ner Brombach to mark his 50th birthday in 1989. He liked it so In addition to an attractive secondary much that he decided to put it placement, retailers will be able to re- on the market in 1990. ERDINGER Dunkel has since won the acclaim quest the exclusive 2+1 promotion of many connoisseurs and de- pack during the promotion period: two veloped into a firm favourite in bottles of Dunkel together with the the portfolio, alongside our clas- original ERDINGER glass. The cam- sic wheat beers. And not only in paign also enabled a successful new Large posters in the immediate vicinity Germany. Our full-bodied specia- listing with the 1,800 or so “7-Eleven” of the outlets are also helping boost lity is also much loved in Mexico. stores throughout Mexico. With re- the campaign’s reach. The entire cam- In order to create an even broader gard to the HORECA segment, the pri- paign is accompanied and com- base here, we have now launched vate brewery is focusing on new list- plemented by social media activities. A a special campaign for ERDINGER ings. A special incentive for serving particular feature here is the coopera- Dunkel. staff motivates them to proactively of- tion with the ERDINGER Dunkel brand fer the German dark beer to their ambassadors: the respected restau- We regard this as a pilot project guests. rant owners and chefs Jorge Vallejo, with a view to actively supporting Francisco Ruano and Javier Plascencia, our dark beer in other countries and the pastry chef Sofia Cortina as well in future. The tailored pro- (Hotel Carlota), create dishes with motions will target beer lovers ERDINGER Dunkel or delight the looking for something special. senses of their guests with spectacular After all, we are convinced that combinations. The articles are shared unique flavours and outstanding on ERDINGER’s Mexican Facebook quality are appreciated all over the world. page as well as on the social media channels of the brand ambassadors. Best regards The ERDINGER Dunkel landing page (www.erdinger-dunkel.mx) pools every- thing worth knowing about the dark beer – from its nutritional values and ingredients, to how to pour a perfect glass, to where to buy it.  Waltraud Kaiser Export Director Privatbrauerei ERDINGER Weissbräu Abbinder in Sonderfarbe gold!!!

Page 16 ERDINGER EXPORT NEWS EDITION 2 / 2018 Page 17 Our Partners Export-News

COOPERATION Thanks to our partners Honoured – Without the expert, professional support of its business partners, ERDINGER Weiss- bier would not be what it is throughout the world today: the ambassador for Bavarian hospitality. Continuity is a key factor 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 recently celebrated anniversaries.

Lisley S.A. Montevideo, Uruguay From Swiss chocolate to French cheese to wheat beer from Erding: Lisley S.A. has set itself the task of bringing exclu- sive top-quality products to the Uruguayan market – and with success: our wheat beer specialities have been available in Uruguay for ten years now. In Montevideo, ERDINGER Sales Representative Daniel Cabo presented the honorary certificate Weynants NV Noreast Premium Importers Beer Company Limited to Mónica Vázquez, owner of Lisley S.A., and thanked her for the Zichem, Belgium Dundalk, Ireland Bangkok, Thailand excellent cooperation.  Weynants is a Belgian specialist for the distribution of Trap- Noreast is a family business with a sales, marketing and Whether in the Old German Beerhouse restaurant or the Food- pist beers – in other words, beers brewed under the super- distribution network that covers all 32 counties in Ireland. land supermarket, our wheat beers are very well represented in vision of Trappist monks. In addition to these monastery beers, Noreast has been importing ERDINGER wheat beers for 20 Bangkok. We owe this fact to our successful 25-year partnership the owners Bram Speetjens (2nd from right) and Ludo Poel years, ensuring that the inhabitants of the Emerald Isle can with Beer Company Limited. Export Director Waltraud Kaiser in- (right) are delighted that ERDINGER wheat beers have also enjoy traditional Bavarian brewing skills. There were many sisted on presenting the honorary certificate and the 3-litre glass been in the company portfolio for 25 years now. Dirk von happy faces at the presentation of the honorary certificate in personally to the Beer Company team. Special thanks are also Erding: David McElherron, Managing Director of Noreast Kries (left), ERDINGER Area Sales Manager, thanked the Bel- due to Hubert Kessing: as a partner and Managing Director of Beers Ltd (left), was delighted to receive the award from Wal- gians for their good cooperation and presented them with a Beer Company Limited, he spent over 20 years promoting our traud Kaiser, ERDINGER Export Director, and Daniel Novacek, certificate to honour this anniversary.  specialities in Thailand before retiring in 2018.  ERDINGER Senior Area Sales Manager. 

Grožnjan, Croatia ERDINGER Weissbräu has been one of the partners of the Jazz- is-Back festival in Grožnjan since 2011. As a sign of gratitude for this loyal support, local mayor Claudio Stocovaz (left) presented a special certificate to Waltraud Kaiser, Export Director (centre), and Daniel Novacek, ERDINGER Area Sales Manager (right). “This award is a great honour for us. It is an expression of the appre- ciation that we and our beer specialities have received from the town, from festival director Rino Duniš and, of course, from the audience”, stated Waltraud Kaiser. Goodies IBIF SRL KEO Plc. Buenos Aires, Argentina Jesolo, Italy Limassol, Cyprus The festival in Grožnjan is something special: for over 50 years, With over 25 years of strong market presence in Argentina, With its many years of experience, IBIF SRL has been a reli- KEO Plc. was founded in 1927 as a bottling plant for wines, music students from all over the world have been coming here Goodies is an experienced professional in the import and able partner for us on Italy’s Adriatic coast for 20 years now. before adding a brewery in 1951. Today, the company is the every year for three weeks to be taught by famous artists and export business. Over the ten years of cooperation with The company has two branches in Jesolo and Venice, which largest and best-known beverage producer in Cyprus. KEO professors. Jazz fans can then enjoy the results of their work at ERDINGER, the Argentineans have succeeded in firmly es- allow fast and punctual delivery to all HORECA customers in has also been distributing ERDINGER wheat beers on the the evening concerts. Internationally acclaimed jazz musicians tablishing our Bavarian wheat beer specialities on their the region. Luciano Turci (right), owner of IBIF, was happy to Mediterranean island for ten years. To mark the anniversa- who love the unique historical backdrop and the special spirit market – despite strict import regulations. Daniel Cabo (left), receive the honorary certificate from ERDINGER Sales Repre- ry, ERDINGER Area Sales Manager Dirk von Kries (right), pre- have repeatedly made appearances on stage. ERDINGER Weiss- ERDINGER Sales Representative, thanked Goodies owner sentative Helmut Weissensteiner (left).  sented the award to a very happy Charalambos Panayiotou, bräu is delighted to be able to help keep this wonderful festival Eduardo Stabholz (right) for the successful cooperation.  Managing Director of KEO (centre), and Dimitris Siandris, alive so that jazz lovers can continue to enjoy these fantastic free Commercial Director of KEO (left).  sessions. 

Page 18 ERDINGER EXPORT NEWS EDITION 2 / 2018 Page 19 Our Active World Export-News

SPORT Three times as exciting and unique Successes – Since the beginning of the season, the triathletes of Team ERDINGER Alkoholfrei have once again been successful in the water, on the bike and on the running track. The triathlon highlight of the year is still to come – in October, Patrick Lange will compete in the legendary Iron- man in Hawaii. On 13 October, Patrick Lange will be doing his best to defend the world champion- ship title he won last year.

29.04.2018 Laura Philipp opens her season with a victory at the Ironman 70.3 Marbella/Spain; Daniela Sämmler comes third. As does Andi Dreitz, who finishes third in the men’s event.

06.05.2018 At the classic event in Buschhütten/Germany, Florian Angert achie- ves an impressive second place, ahead of Patrick Lange in third.

13.05.2018 At the Ironman 70.3 Pays d‘Aix/France, Lucy Gossage fights her way to fourth place.

20.05.2018 Eva Wutti impresses at the Ironman 70.3 Barcelona/Spain, finishing third.

26.05.2018 Ironman Lanzarote/Spain: Lucy Gossage wins! In only his second competition in the Ironman 27.05.2018 Ironman 70.3 St. Pölten/Austria: Laura Philipp wins for the third time distance, Andreas Dreitz celebrates 2nd place. in a row and sets a new course record.

03.06.2018 In a very strong field, Florian Angert comes third in the Half Challenge Samorin/Slovakia.

03.06.2018 Laura Philipp continues her winning streak with victory at the Iron- man 70.3 Kraichgau/Germany. Once again, she sets a new course record. Daniela Sämmler joins Laura on the podium – she finishes in second place. Patrick Lange comes second behind Jan Frodeno.

10.06.2018 Andi Dreitz wins the Half Challenge Herning/Denmark.

10.06.2018 Lucy Gossage comes fifth in the Ironman 70.3 Staffordshire/UK.

17.06.2018 Daniela Sämmler wins over the middle distance at the Challenge Heilbronn/Germany. Daniela Sämmler wins the Challenge and sets a new long-distance record. 01.07.2018 With a nine-second lead, Daniela Sämmler wins the Challenge Roth and improves the German long-distance record. Andreas Dreitz fights his way to second place.

08.07.2018 At the Ironman European Championships in Frankfurt, Patrick Lange comes third.

08.07.2018 Florian Angert wins his first Ironman 70.3 in Jönköping/Sweden.

15.07.2018 Lucy Gossage wins the Ironman UK for a sensational fifth time, as- suring herself a place in the triathlon history books. She finishes the race more than 30 minutes ahead of the triathlete in second place.

29.07.2018 Daniela Sämmler comes fifth at the Ironman Hamburg.

02.09.2018 Eva Wutti shows her skills at the Challenge Walchsee/Austria and takes 1st place.

09.09.2018 Laura Philipp and Florian Angert each fight for 1st place at the Ironman 70.3 on the island of Rügen.

09.09.2018 Lucy Gossage is simply unstoppable: 1st place at the Ironman Wales.

22.09.2018 Daniela Sämmler wins the Ironman Italy with a new course record and Two ERDINGER non-alcoholic athletes on the podium! secures her qualification for the Ironman World Championship Hawaii Laura Philipp wins the Ironman 70.3 Marbella/Spain; 2019.  Daniela Sämmler finishes in third place.

Page 20 ERDINGER EXPORT NEWS EDITION 2 / 2018 Page 21 Last page Export-News Did you know Unusual and interesting facts about beer ?

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Red, practical and sustainable – the ERDINGER beer crate

7.8 million – that’s how many crates the private brewery in are taken from the brewery to retail outlets where consumers Erding can call its own! Of this total, around 10 per cent are can buy their favourite wheat beer. After enjoying the bever- constantly at the brewery, in the “maturing warehouse”. The ages, wheat beer lovers return their empties and the crate others are in circulation – either in the supply chain or at the to the retailer. From here, the empties are then transported customer’s home. The handy crates are used mainly in Ger- back to the brewery. The crates and bottles are then cleaned, many, as the country boasts the world’s largest returnable inspected, filled and sent back into circulation. bottle system. Incidentally: damaged or heavily soiled crates do not end Reusable packaging protects our natural resources. During a up on the rubbish dump. No, they are used to produce new single year, each ERDINGER crate is reused up to three or four ERDINGER crates. This avoids polluting the environment with times: filled with ERDINGER wheat beer specialities, the crates plastic waste. 

Legal information Published by: ERDINGER Weissbräu, Lange Zeile 1 und 3, 85435 Erding I Editing and text: kiecom GmbH, Rosental 10, 80331 I Design: COMVENT GmbH, Anja Kientz, Am Langenberg 5, 82319 I Printed by: Pinsker Druck und Medien GmbH, Pinskerstr. 1, 84048 Mainburg I Photos: Coverpage: IStock/Getty Images, page 5: Fotolia (top left); Moscow Brewing Company (top right); Ingo Kutsche (bottom right), page 6: Fotolia, page 8/9: Moscow Brewing Company, page 15: Astrid Schmidhuber (bottom), page 20: Ingo Kutsche, page 21: Stephen Pond/Getty Images. All others: ERDINGER Weissbräu September 2018

Page 22 ERDINGER EXPORT NEWS EDITION 2 / 2018 Page 23 Export-News