A Slice of Munich: Consumers to Taste the Difference Inside Hacker-Pschorr's Original Oktoberfest

Consumer Preference of Hacker-Pschorr will Make for a Profitable Difference for Retailers this Oktoberfest Season-

White Plains, NY - For many American consumers, the thought of Oktoberfest conjures up images of the ultimate Bavarian celebration-a celebration where 6 million people indulge in good food and great beer. This Oktoberfest season, Hacker-Pschorr, one of the original Oktoberfest brewers, will bring a taste of the Munich Oktoberfest celebration to U.S. consumers with POS and Bavarian-themed décor.

The Hacker-Pschorr brand is deeply tied to Oktoberfest. In fact, Hacker-Pschorr beer has been a part of Oktoberfest since the first celebration in 1810, when the first celebration took place. Additionally, the Pschorr family donated the land on which Oktoberfest is celebrated today to the city of Munich. Rich in Munich heritage, Hacker-Pschorr is one of only six brewers invited to serve beer at Munich's Oktoberfest. A favorite with consumers, Hacker-Pschorr Original Oktoberfest is especially strong in its core Midwest markets, where it is the best-selling Oktoberfest beer from Munich.* Hacker-Pschorr Original Oktoberfest brew delivers the authentic difference with an emphasis on consumer preferences, authenticity and import margins.

Hacker-Pschorr's 'The Difference is Inside' tagline will be branded on all paper POS, including 25' pennant strings, window posters, table tents, temporary tattoos, menu cards, coasters and case/price/easel cards. Additionally, authentic Oktoberfest banners, flags and 1-liter glass mugs from Munich, Germany, will be available, where legal. Hacker-Pschorr is also offering consumer mail-in rebates at off-premise accounts, where legal, for $8 off a case (or equivalent) and $4 off every 12-pack (or equivalent).

"Hacker-Pschorr provides retailers with an Oktoberfest experience for their consumers during the 2-month Oktoberfest season," said Mary Anschutz, Brand Manager for Hacker-Pschorr at Star Brand Imports. "The Oktoberfest promotional materials will pique consumer interest and curiosity about the brand, while the consumer rebates will help to encourage trading up to bigger packages. The Oktoberfest season is the ideal time to sell a high-margin Oktoberfest product. Retailers can take this opportunity to introduce new Hacker-Pschorr consumers to the Weisse style, and create a year-round customer."

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; Affligem brewed in Belgium; Zywiec from Poland; and Fischer imported from France. For more information, please visit www.starbrandimports.com.

*Source: AC Nielsen ScabTrack Database 5 weeks ending 9/30/06 thru 4 weeks ending 10/28/06. Chicago-Milwaukee includes: Milwaukee Grocery, Chicago Grocery and Chicago Liquor.