The Munich Oktoberfest Experience Begins with Paulaner

Paulaner 'OKTOBERFESTivities' POS and German Décor Available for On-Premise and Off-Premise Retailers

White Plains, NY - Paulaner, an authentic Munich beer brewed since 1634-and one of the original beers served at the first Oktoberfest in 1810, is getting ready for the two-month Oktoberfest selling season with Oktoberfest-themed POS and German décor for both on-premise and off-premise retailers. The upcoming promotion is designed to bring a taste of Munich's Oktoberfest experience to U.S. consumers.

In the United States, Paulaner Oktoberfest Märzen, a rich amber ale, is the #1 selling beer selling Oktoberfest beer from Munich.* Both on- and off-premise retailers can fully engage consumers this Oktoberfest selling season by introducing them to Paulaner and creating an authentic Oktoberfest experience in their accounts with Paulaner POS.

Beginning in August, Paulaner's Oktoberfest tagline, 'OKTOBERFESTivities Begin With Paulaner,' will be branded on all paper POS, including Oktoberfest pennants, window posters, Oktoberfest poles with banners, temporary tattoos, coasters, menu cards, case card/easel and table tents. Authentic Oktoberfest banners, flags and 1-liter traditional glass mugs from Munich, Germany, where legal, will also be available. Additionally, Paulaner is offering consumer mail-in rebates, where legal, for $8 off a case (or equivalent) and $4 off every 12-pack (or equivalent).

"The Oktoberfest season is the ideal time to introduce consumers to Paulaner, a brand that truly delivers the Oktoberfest experience and heritage, along with consistently delivering high-profit margins," said Mary Anschutz, Brand Manager for Paulaner at Star Brand Imports. "This is a great time to introduce consumers to the brand and convert them from seasonal Oktoberfest drinkers to year round customers of our flagship Hefe-Weizen style brew."

About Paulaner:

Brewed in Munich, Germany, since 1634, Paulaner beers are known worldwide for their quality. Paulaner styles include Hefe-Weizen, Oktoberfest Märzen, Munich Lager, Salvator, Premium Pils and non-alcoholic ThomasBräu.

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

*ACNielsen All Outlets Combined ScanTrack Database Equivalized Volume 5 Weeks Ending 9/30/06 thru 4 weeks ending 10/28/06.