Paulaner's Weizensphere Promotion Continues
To Challenge Consumers This Summer

New Summertime Version Will Keep Adult Consumers Talking and Playing All Season Long

White Plains, NY - "At a party, a person who laughs spontaneously at the same time you do is probably worth cultivating as a friend." * This is just one of latest Paulaner "Weizen-Up!" catch phrases to be used on promotional coasters in June as part of the second phase of the Weizensphere continuity program. The program, which was launched in April, continues in June with 3 new coasters and new Weizenspheres, all of which spark consumer interaction and draw attention to the brand.

"The initial feedback of Paulaner's 'Weizen Up!' Spring promotion was so strong that we were encouraged to continue the program by providing consumers with a 'Weizen Up!" summertime version complete with new Weizenspheres, questions, trivia and facts," said Mary Anschutz, Star Brand Imports brand manager for Paulaner. "Consumers and retailers are responding well to the program which works both on- and off-premise by offering conversation starters and encouraging social interaction while enjoying the sophisticated taste of a Paulaner Hefe-Weizen."

What is a Weizensphere? Weizenspheres are a turnkey promotional piece, designed to provide bar, restaurant patrons and retail customers with some cleverly crafted conversation starters. Weizenspheres will draw attention to the brand by prompting consumer interaction in a more refined manner. This promotion is an opportunity for retailers to promote a beverage that delivers strong profit margins. For on-premise accounts, Paulaner is best served in European-designed glassware, specially made for Paulaner, where legal. The custom design of the glassware makes for a more dynamic and premium presentation.

Off-premise retailers can "Weizen Up!" with Paulaner Weizenspheres by using them as giveaways, where legal. Weizensphere danglers, also available, mimic the Paulaner coaster on one side with "Weizen Up!" on the other.

More About Weizenspheres:

A Weizensphere is a promotional piece; a small, stainless steel tag about the size of a quarter, affixed to a piece of memory wire that easily snaps onto custom designed Paulaner glassware imported from Europe. Every Weizensphere, which comes separately from the glassware, has a Paulaner logo on the front and one of 3 different "Words of Weizdom" phrases on the back. Three Weizensphere coasters are provided to act as trivia boards; with the flick of the finger, the Weizensphere lands on a variety of interactive questions or facts-facilitating social conversation.

About Paulaner:

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

About Star Brand Imports:

Star Brand Imports, based in White Plains, NY, 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, in the Netherlands; Affligem brewed in Belgium; Zywiec from Poland; Edelweiss from Austria and Fischer imported from France. A member of the Heineken Group, in 1980 Star Brand Imports was originally established as Advanced Brands Inc., dba Fischer Beverages International, which later became Star Brand Imports in 2004. For more information, please visit www.starbrandimports.com.

*[Parker, T. (1987). Rules of Thumb: Volume II. Boston, MA: Houghton Mifflin.