Hacker-Pschorr Offers Consumers a 'Taste'ful Experience This Summer

Hacker-Pschorr's Beer-Tasting Tips, Sampling Glasses and other POS Elements will Drive Volume of Well-Crafted, Premium German Import

White Plains, NY - Hacker-Pschorr, which has been producing authentic, Bavarian beer since 1417, will continue its successful "The Difference is Inside" campaign this summer. Beginning in July, Hacker-Pschorr will continue to encourage consumers to taste the difference between Hacker-Pschorr Weisse and other beers. Just as with wine, there is a proper way to taste beer. The support materials invite consumer to taste and experience the difference of a premium imported beer like Hacker-Pschorr Weisse compared to other beers. On- and off-premise promotions will ignite consumer interest and draw attention to the Hacker-Pschorr brand.

To fully engage consumers, where legal, Hacker-Pschorr is providing "tasteful" on-premise elements including: 3-oz. sampling glasses from Munich, thematic placements guiding consumers through the way to taste beer, table cards inviting consumers to discover the difference inside Hacker-Pschorr, and custom Hacker-Pschorr Bavarian glassware, all designed to raise visibility of the brand.

"The Difference is Inside" campaign will be brought to off-premise retailers through Hacker-Pschorr display enhancers with motion and light, where legal. These eye-catching POS display enhancers will engage consumers with illustrations that explain the difference inside Hacker-Pschorr Weisse beer, along with mini brochures that walk consumers through the proper way to taste Weisse beer and why the Difference is Inside Hacker-Pschorr. Also available, where legal, is a Post-it style mail-in rebate offer ($8/case, $4/12 pack).

"The Hacker-Pschorr Summer promotion will cause an elevated level of consumer interaction by encouraging consumers to slow down and actually taste and think about their beer," said Mary Anschutz, Star Brand Imports brand manager for Hacker-Pschorr. "As with wine, there is a proper way to taste beer. It's fun and instills an appreciation for really well crafted, high quality beer. Once people look at a Hacker-Pschorr Weisse, smell the aroma and take a small taste, they immediately experience the difference between Hacker-Pschorr Weisse and other beers. 'The Difference is Inside' program works both on- and off-premise and gives consumers an opportunity to become fully engaged with Hacker-Pschorr in a new way that ties to brand loyalty and repeat purchase."

About Hacker-Pschorr:

The history of the Hacker-Pschorr brewery, in Munich, Germany, can be traced back as far as 1417. Hacker-Pschorr is available in Weisse, Weisse Dark, Original Oktoberfest and Munich Gold.

About Star Brand Imports:

Star Brand Imports, based in White Plains, NY, and a member of the Heineken Group, imports and markets a wide range of specialty beer brands, including: Paulaner and Hacker-Pschorr imported from Munich, Germany; Birra Moretti, produced in Northern Italy; Murphy's Stout and Murphy's Red Beer, brewed according to the original recipe from Cork, Ireland; Affligem brewed in Belgium; Zywiec from Poland; Edelweiss from Austria and Fischer imported from France. For more information, please visit www.starbrandimports.com.