Export-News Authentic, unpretentious and unmistakable - Our brand ambassador Jürgen Klopp - Amazon AWS
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Export-News Authentic, unpretentious and unmistakable Our brand ambassador Jürgen Klopp
Export-News
EDITORIAL
» With confidence into the future«
Even in these difficult times, we want to share with you some We have been brewing wheat beer for 135 years – and
positive news from the brewery. With Jürgen Klopp, we suc- always according to the traditional Bavarian double maturity
ceeded in recruiting the perfect brand ambassador for method – the “Bayerische Edelreifung”. And we intend to
ERDINGER. I admire the self-confessed wheat beer fan as a uphold this tradition, even though the process is more costly
genuine individual with his own unique style, and someone and time-consuming. From now on, our bottles all bear the
who inspires people all over the world. His qualities are new quality icon “Bayerische Edelreifung”. It sets a clear signal
courage, authenticity and directness – all values for which for the care, dedication and expertise with which we nurture
ERDINGER Weissbräu also stands. Depending on the market our brewing skills. Quality is always our top priority.
strategy, he will also be featured in our export campaigns. The
“Never skim an ERDINGER” campaign with Jürgen is already As you can see, ERDINGER Weissbräu is heading into the
well on the way to establishing a cult following among beer future full of optimism and vitality. Please stay healthy too as
fans in the UK. Further activities, such as the JK can in various we make our way through these difficult times. I’m already
special editions or the highly sought-after wheat beer glasses looking forward to raising a refreshing glass of ERDINGER
with Jürgen’s image, are giving our brand a further boost in Weissbier with you again in the near future.
Brazil, the USA, Russia, Singapore, Australia and many other
countries. They all have one thing in common: enjoyment of
ERDINGER’s Bavarian love of life and wheat beer culture.
Best regards,
Werner Brombach
EDITION 1 / 2021 Page 3
Inhalt
Content
Export-News
In this issue:
Our brewery
06 Export Director Marcus Korte on the current situation
06 Vice Export and Sales Director Andreas Kahrs in conversation
08
06 08
ERDINGER brand ambassador Jürgen Klopp
Interview: Vice Export and Sales Cover: Jürgen Klopp on the beauty
10 Perfect wheat beer thanks to “Bayerische Edelreifung” Director Andreas Kahrs and his first and enjoyment of froth on an
year at ERDINGER ERDINGER
12 ERDINGER Fan Club connects friends of wheat beer
14 The working life of Senior Regional Sales Director Michael Austermayer
Our partners
16 UK | Switzerland | Czech Republic | Poland
19 Anniversaries
ERDINGER Active World
20 Reinforcements for Team ERDINGER Alkoholfrei
Last page
22 Last page
10 Traditional brewing skills: a simple
explanation of the double maturity
brewing method (“Bayerische Edelreifung”) 14 Interview: America specialist Michael
Austermayer gives an insight into his
working life
23 Imprint
16 Partners: from pub culture in Liverpool
to mountain hut magic in Switzerland to
wheat beer in Prague 20 New members of our professional team:
welcome to Carolin Lehrieder, Nikki
Bartlett and Tom Davis
Page 4 E R D I N G E R E X P O R T- N E W S EDITION 1 / 2021 Page 5
Unsere Brau-
Our brewery
erei Export-News
,
NEWS
Let s stand together
Export Director Marcus Korte
ERDINGER is still in good shape on the whole. Thanks to Export Director. In 2020, he changed to Erding. Andreas Your favourite principle?
prudent and swift action, we have been able to maintain Kahrs describes what immediately impressed him about I’m convinced that we can achieve a lot of positive things
our production and manage the crisis reasonably well so the private brewery: “ERDINGER Weissbräu is a flexible, with far-sightedness, courage, skill, assertiveness and fun.
far. In our export business, this period has demonstra- owner-managed company – this has clear advantages over
ted that our strategy of long-term cooperation with our large brewery groups.” What are the things someone in your position should
partners is precisely the right approach. In frank and con- not have?
structive discussions, we jointly determined which partners Andreas Kahrs is married and his two children were born in Weak nerves, a fear of flying and a lot of scheduled private
were under the greatest pressure and what we, as a Munich. As a former handball player and handball coach, appointments.
midsized private brewery, could usefully do to help them survive he is still passionate about sports and enjoys running and
the crisis. In many cases we were confronted with some skiing – especially as a way to unwind from the daily office What gives you a feeling of success?
harsh realities; even well-established companies with long routine and his many trips. We asked Andreas Kahrs a few When a defined target was achieved.
traditions are struggling in this unprecedented situation. questions to get to know him a little better.
Support measures and concepts tailored to the market Which things about your job make you sweat?
and the respective partner were successfully implemented Your first year at ERDINGER was anything but normal Only high temperatures outside really.
as quickly as possible. Within the scope of our possibilities, That’s right. I’d hardly started when the first lockdown
we are thus making at least a small contribution to helping was announced. But the team and I were able to continue How many languages do you speak?
some of our partners get through this pandemic. working with our clients and colleagues without too much English, Spanish and French. I also understand Italian and,
difficulty. We soon got used to communicating with each of course, a little Dutch, as they speak “Low German” in
ERDINGER Weissbräu has a loyal following of fans around other from home via video conferencing, although these Bremen.
the world and strong export partners. I am convinced that modern tools obviously can’t completely replace face-to-
the proven outstanding quality of our wheat beer specia- face contact. There’s a big difference between drinking a When does “the fun stop” for you?
The loss of on-trade sales and the cancellation of events lities and the strength of the ERDINGER brand will help us virtual beer with someone or It’s hard to say, but I’ll give it
here in Germany and around the world represent a ma- overcome this crisis. There are still some tough weeks ahead, enjoying a real ERDINGER a try: when respectful inter-
jor challenge for the brewery and our export business. but let us all look to the future with optimism. together. But we’re lear- action is lost. And when we
ning that you can also work In 2020, we laid the lose sight of common goals.
effectively from home and
that not every trip is abso-
lutely necessary. From my
foundations to really step up What can you do better
than others?
INTERVIEW
point of view, these are
important insights for the sales again in 2021. We’ve set I would say that my
strengths include a certain
sustainable use of our cor- ability to focus, vehemence
Presenting: Andreas Kahrs, porate resources going for-
ward.
ourselves ambitious but not
unrealistic targets.
and perseverance, as well
as the gift of working in and
with teams.
Vice Export and Sales Director
What are the challenges
you see for ERDINGER and If you could eradicate one
how do you plan to tackle thing, what would it be?
them? Ignorance and excessive fear.
ERDINGER Weissbier plays a major role in the international
A North German with a Bavarian lifestyle beer market. However, the number of global specialities is Your professional and personal goals for 2021?
Andreas Kahrs has been with ERDINGER since Febru- constantly growing and we need to assert ourselves against In 2020, we laid the foundations to really step up sales
ary 2020. As the Vice Export and Sales Director, he works this competition. But with the advantages of our wheat beer again in 2021. We’ve set ourselves ambitious but not un-
closely with Marcus Korte, and together with the entire – excellent product quality, brewing according to the Bavar- realistic targets. I hope that we can overcome the corona-
team he is committed to ensuring the brewery’s success ian purity law, our authentic roots and likeable image – as virus crisis and soon celebrate with friends and colleagues
outside of Germany. well as strong marketing measures and clear positioning, I again. In my private life, all I wish for is that my family stays
am convinced that we’ll succeed. This is how we plan to win healthy and happy.
Beer has always played a major role for Andreas Kahrs new customers and retain our existing clients.
in his career so far. It all started with an internship at the An alternative to wheat beer?
brewery Beck & Co. in Bremen during his degree course in What do you like about your job? STIFTUNG HELL is a great alternative to our outstanding
business administration. Following a trainee programme, ERDINGER gives me the opportunity to contribute my vi- wheat beers.
he held various national and international marketing posi- sions and ideas and to implement them together with
tions at the brewery, spent a year in England and also worked Marcus Korte and, of course, the entire Export team.
in national key account management. Andreas Kahrs then Short lines of communication and quick decisions with the
moved to Munich, where he helped expand Paulaner’s management and our owner, Mr Brombach, are competitive
export business – first as Sales Director and later as Vice advantages that we exploit and that I really appreciate.
Page 6 E R D I N G E R E X P O R T- N E W S EDITION 1 / 2021 Page 7
Our brewery
Export-News
embracing the digital world. At the were part of a national promotion
heart of this digital drive is the unique campaign with the UK supermarket
content hub “The FANtastic ERDINGER chain Sainsbury‘s. The demand was
Show”. The hub deals with topics such enormous and the glasses sold out in
as perfect wheat beer enjoyment, in- just a few days. At the end of the year,
cluding the pouring ceremony and the Celebration Edition of the golden
frothy head, as well as the private side 0.5l ERDINGER Weissbier can was also
of Jürgen Klopp. Quotes, short videos launched. Under the motto “Whatever
and plenty more ensure the hub’s you celebrate, celebrate it with
strong appeal for its intended target ERDINGER”, the special edition can
group. The hub’s content and scenes generated strong sales. A free Jürgen
from the TV commercials are also gen- Klopp cap with every crate and an
erating plenty of likes on ERDINGER’s exclusive competition to win a trip to
social media platforms Facebook and Liverpool mobilised large numbers of
Instagram, thus increasing brand awa- fans in Germany. All fan articles are
reness among an important target also sold via the ERDINGER Fan Shop.
group.
New campaigns involving our popular
Can and wheat beer glasses are brand ambassador are of course in
bestsellers the pipeline. These include a new spe-
Both campaigns are accompanied by cial can format at the end of the year,
various high-profile promotion cam- attractive prize draws and the system-
paigns for the off-trade and on-trade. atic roll-out of our digital strategy.
For example, the ERDINGER Weissbier After all, this success in the UK, Ger-
limited Champions Edition can sold many and some other countries
fantastically well in the UK through demonstrates that campaigns tailored
both traditional wholesalers and the to the market with reliable partners
British online store ShopTo. The same always pay off. We aim to use and
dynamic was achieved by the “Never expand this potential as effectively as
skim an ERDINGER” glasses, which possible.
FOCUS ON
The Perfect
Match
Brand ambassador – Authentic, unpretentious and unmistakable. Characteristics which apply
as much to ERDINGER Weissbräu as they do to our brand ambassador Jürgen Klopp.
Already cult - the Jürgen Klopp
fan articles
Jürgen Klopp and ERDINGER – the per- The new ERDINGER Weissbräu cam- becoming an English catch-phrase. In
fect match! We share the same passion, paigns with Jürgen Klopp have naturally Germany, the “weekend feeling” is at
down-to-earth approach and love of been quite a sensation – around the globe. the heart of the current campaign
life. And this is what makes him the In mid-June last year, we launched the “Weissbier ist Wochenende” (Wheat
perfect ambassador around the world spectacular “Never skim an ERDINGER” Beer is Weekend): relaxing, chilling,
for our wheat beers. We are proud to campaign in the UK. The focus here simply having fun. And this feeling is
have recruited a personality with such was on the beauty and enjoyment of not limited to Saturdays and Sundays
charisma, whose absolute commit- the froth on a freshly poured – you can have it any day of the week.
ment to quality and passion for life ERDINGER, portrayed so convincingly
have created such a strong a sense of by Jürgen Klopp. The commercial soon Digital drive
identity. became a viral hit and “Never skim In addition to the classic channels,
an ERDINGER” is well on the way to ERDINGER Weissbräu is increasingly
Page 8 E R D I N G E R E X P O R T- N E W S EDITION 1 / 2021 Page 9
Our brewery
Export-News
BRAUKUNST
The art of
brewing
Edelreifung – There are not many breweries that allow their wheat beer a second maturation process
STANDARD MATURATION
Main fermentation
and maturation
Top-fermenting
Filling
after the main fermentation. Too complex, too expensive, they say. ERDINGER has always remained wheat beer yeast
true to this traditional process – and we are proud of it! is added to the wort
The faster, the better? Certainly not
when it comes to wheat beer. The
Yeast
motto here is “good things take time”.
Only a perfectly matured wheat beer Standard
unfolds its full aroma. This is why our wheat beer
brewmasters are committed to the Bottle filling
“Bayerische Edelreifung” or Bavarian
double maturity method. Something Malt Water
that is clearly indicated by the quality
A delight that stays
seal “Bayerische Edelreifung, zweifach
in the memory:
kultiviert” (Bavarian double maturity,
double-matured, twice-
twice-cultivated) now featured on all FERMENTATION cultivated wheat beer.
ERDINGER wheat beers brewed accord-
ing to this method. And this is how CELLAR Barrel filling
“Edelreifung” works.
The main difference to the widely used Mash tun Lauter tun
standard method: after the main fer- Cooler
mentation process, the wheat beer is
not yet bottled and shipped, but re-
SECOND MATURATION
fined with fresh brewing wort and yeast. Main fermentation
Refining Filling Storage
Our wheat beer is then matured a sec- and maturation
ond time, either directly in the bottle, Hops
can or in the barrel. For how long? Up Top-fermenting Addition of extra yeast Without thermal
to three weeks. Our high-bay warehou- wheat beer yeast and fresh brewing wort treatment
se provides the ideal conditions for this is added to the wort
process. This is time-consuming, but
when it comes to quality, ERDINGER
Weissbräu makes no compromises.
We simply give our specialities the time Yeast Yeast Wort In the bottle
they need. A perfect wheat beer is char-
acterised by a wonderfully complex
Wort copper Whirlpool
aroma with the finest nuances of
Bottle filling
flavour and deliciously fine carbonati-
on. You can certainly taste the differen-
ce! And because we do not use thermal
heat treatment, the natural vitamins BREWHOUSE
and ingredients are preserved.
“Bayerische Edelreifung” or Bavarian
FERMENTATION FERMENTATION
double maturity method stands for CELLAR CELLAR Barrel filling In the barrel
care, attention to detail and Bavarian
brewing craftsmanship.
www.bayerische-edelreifung.com EXCEPTIONALLY MATURED, TWICE CULTIVATED
Page 10 E R D I N G E R E X P O R T- N E W S EDITION 1 / 2021 Page 11
Our brewery
Export-News
ANNIVERSARY AMBASSADORS
25 Years of ERDINGER Fanclub
Blueprint for success – For 25 years now, the Fan Club has been bringing together wheat beer friends
ERDINGER fans in the USA
When friends visit Karl Kastner for the
first time, they often ask if he works
for ERDINGER. No, he replies, he is
just a very big fan. Karl owns enough
from around the world. In the USA, Don Krause and Karl Kastner are two very special ERDINGER fans. glasses, pitchers, banners, umbrellas
and much more to host a traditional
ERDINGER party in Florida. He has
The ERDINGER Fan Club has been We are currently driving forward the the ERDINGER Fan App to international been organising this garden party for
around for a quarter of a century. And internationalisation of our Fan Club, markets. Fan Club members can collect ten years now and every year it is a
what would ERDINGER Weissbräu as fans around the world are the best points on the app for every ERDINGER great success with up to 100 guests.
be without its fans and numerous ambassadors and multipliers for the wheat beer bought in stores or ordered Karl brings some Bavarian love of life
pub clubs? It would probably be the wheat beers from Erding. An Eng- in pubs, which they can then exchange to the Sunshine State with ERDINGER
same private Bavarian brewery with a lish-language version of the “ERDINGER for attractive rewards. This is proving to beer on tap, pretzels, bratwurst and a
reputation extending far beyond the Fanpost” and the monthly newsletter be a strong customer loyalty measure stein-holding contest. Karl drank his
borders of Bavaria. But that alone are being planned. Work is also under- and a good sales argument for our first ERDINGER wheat beer in a bar
cannot replace what the ERDINGER way to expand the points system via on-trade and off-trade partners. in Tampa and was immediately won
fans display for their weissbier: loy- over by its mild and elegant taste.
alty, passion and enthusiasm! The Fan club membership is free of charge and offers many benefits for our fans This led to his subsequent passion (or
idea to set up a fan club emerged and partners. maybe obsession, according to fami-
from numerous personal conversa- ly and friends) for wheat beer from
tions held with customers. It turned For fans For partners Erding. The sales representative for
out that not only was their thirst for laboratory equipment has his sights
10% discount in ERDINGER Fan Shop Attractive target group Don Krause from Neenah, Wisconsin
wheat beer great, but also their thirst set on a visit to Germany. He then
for knowledge – fans of our wheat High brand loyalty, identification and member plans to explore the Kastner family’s
beer specialities wanted to dive deep- € 5 welcome voucher for the Fan Shop loyalty Insights – After Germany, Aus- almost everywhere in Wisconsin. Don roots in Erfurt and, of course, to visit
er into the world of ERDINGER. With Collect points with the Fan App and exchange Points programme as a customer loyalty tria and Switzerland, the USA has the regularly hosts parties, likes to drop the “Herbstfest” in Erding.
the founding of the Fan Club in 1995, them for great rewards measure most ERDINGER Fan Club members. by German restaurants, bangs the
ERDINGER was entering uncharted Club magazine “ERDINGER Fanpost” delivered Communication power via “ERDINGER Fanpost”, Among them are Don Krause and Karl drum for ERDINGER wheat beers and
territory. Until then, no one had dared free of charge “Export News” and monthly “Newsletter” Kastner, who are not only fans but regularly supplies his horn-playing
to do this in the German brewing Strong social media presence on Facebook and also incredibly effective ambassadors. colleagues with a wheat beer or two.
Attractive competitions
landscape. The idea quickly became a Instagram With their commitment and passion
blueprint for success. Today, the club Exclusive partner offers Exclusive partner offers
for the wheat beer from Erding, they
has many thousands of members in are actively involved in systematical-
some 66 countries. Free brewery tour Fans in a total of 66 countries
ly strengthening the brand’s positive
image.
Don Krause, a passionate horn play-
er and teacher from Neenah in Wis-
consin, celebrated his 80th birthday
in 2020 – with just a small group of
friends due to the pandemic, but
nevertheless with plenty of ERDINGER
wheat beer. The American with Ger-
man roots has simply fallen head over
heels for the wheat beer from Erding.
His first encounter with the beer was
during a holiday in Germany in 2005.
In search of a restaurant, the Krauses
ended up at the Kreuzeder restaurant
in Erding, where they were very much
looking forward to a beer after a day
of sightseeing. After the first sips it
was clear – we have to drink this wheat
beer at home too. Since then, our
wheat beer has become well-known Karl Kastner greets from Florida
Page 12 E R D I N G E R E X P O R T- N E W S EDITION 1 / 2021 Page 13
Our brewery
Export-News
on the world and promotes mutual understanding and to see that he’s a folk hero in some countries and almost
togetherness. Nevertheless, I always aim to be sustainable unknown in others, such as Canada. We therefore tailor our
and efficient with my travelling for business or holidays. promotions to the appropriate markets. In football-crazy
countries like Brazil, he can help raising brand awareness
From the wild west of the USA to vibrant South and gives our brewery a positive image.
America and the epic markets of Eastern Europe –
what are the particular challenges of each region? Does the Bavarian Purity Law play an important role in
I love this diversity. Every country has its own special charm, your countries?
its challenges and its current political developments. Last People appreciate German product quality but don’t really
year was difficult in the USA, for example. Covid-19 hit the understand the Bavarian Purity Law. For many peop-
country hard and it was an election year with global conse- le it’s hard to believe that we only use four ingredients.
quences. The US government was on the verge of imposing However, a growing number of people are much more
high punitive tariffs on imported European beers, which health-conscious about what they eat and drink. With the
would have significantly limited our business prospects. Bavarian Purity Law and our non-alcoholic wheat beer,
The US is the world’s most competitive beer market, but it we’ve always been a role model in this respect.
also remains the land of boundless opportunity. That’s what
makes this market so exciting. Michael Austermayer regards cultural differences as exciting
and enriching rather than exhausting or a hindrance.
There are always more commonalities than differences. The The 38-year-old believes that a positive attitude and respectful
Latinos prefer our bottles and the Hungarians love our cans, interaction with others can make all the difference.
but everyone loves our unique wheat beers and brand. It is
always important to me that we generate long-term, profi- What language is used for communication in your
table growth for our customers and for our brewery. All respective countries?
customers should associate ERDINGER with love of life and The global language that connects us all is Bavarian – no,
regard us as a reliable, likeable partner. This has proven to be only joking, it’s English of course. Internally, I like to speak
successful in all regions. my “mother tongue”, but I also enjoy exchanging ideas in
my best High German. Internationally, Spanish is also im-
The Senior Regional Sales Director sees sustainable and portant for me alongside English. I’m getting better every
WORKING LIFE profitable growth through professional support as the day with this beautiful language, thanks to the daily e-mails
Sustainable growth around the world
main goal in his markets. Brewery owner Werner Brombach’s I receive from our clients in Latin America.
vision of inspiring the world with wheat beer from Erding and
thereby bringing people together plays a decisive role in this. Carnival in Rio or goulash in Budapest?
As such, the savvy manager is also an ambassador Both are fantastic! But one of the craziest moments of
with roots in Bavaria for Bavarian hospitality and tradition.
How do you manage all of these countries?
In some countries, I work together with experienced sales
my life happened in Brazil: I privately went to Rio de Ja-
neiro for Carnival in 2017 and somehow managed to ac-
tively participate in the famous samba schools compe-
tition in Rio’s Sambódromo stadium. As a gringo with
Team insights – They know the whole world. Within the company, they are simply referred to as agents who live in the regions and have close ties to the no knowledge of Portuguese, but wearing the original
“the RSDs”. But who are the Regional Sales Directors in ERDINGER’s export team, what do they do markets and customers. In addition, I regularly engage with samba school carnival costume, we ran and danced through
our importers, who represent and develop our brand in the the legendary stadium. Luckily, there were some very
exactly and what are their targets for 2021? Now they offer insights into their exciting working li-
markets with tremendous enthusiasm and dedication. And helpful Brazilians with me who integrated me with their
ves and reveal which things are important to them personally. We start with the America specialist then we have our strong team in Erding. We can only offer energy and passion for life. The whole Carnival was an
Michael Austermayer. the best possible service for our customers if everyone is unforgettable spectacle and we should do everything we
working together and pursuing the same goals. can to preserve such traditions.
Michael Austermayer has been a member of the ERDINGER export it forced me to slow down, but on the other hand, we
team since 2016. Before that, he gained valuable experience in had to react quickly to the new challenges. But I got used What role does the team play for you? What can your ERDINGER customers look forward to
international business at various consumer goods companies. to this new way of working and living. As a result of the We have a great team culture at ERDINGER, built on cohe- this year?
As Senior Regional Sales Director at ERDINGER, he is responsible crisis, I appreciate it even more being healthy, living in sion, reliability and a love of life. I really appreciate that. In Together with our international partners, we will emerge
for the regions North, Central and South America as well as other Bavaria and working for ERDINGER Weißbräu. our regular team meetings we also exchange ideas about from this crisis stronger than ever and continue to imple-
selected markets such as the Czech Republic, Hungary and Slovakia. our markets – best-practice examples are always a good ment our common vision. We have proven that ERDINGER
Born in Traunstein in the Chiemgau region, Michael Austermayer Team Zoom or Team Airplane? inspiration for our own work. We also integrate our is a rock in the storm and can overcome such difficult times.
has lived in Munich for 10 years and in his free time enjoys riding Both! Video conferencing has established itself as customers into the ERDINGER family and win many inter- In 2021, we want to serve our off-trade customers even
his gravel bike, going to the football stadium and walking his dog. efficient communication tool because it allows us to take national fans for our private brewery. For me, this is an better and also use digital channels more effectively. But we
advantage of the digital transformation and to see our important difference to the large brewery groups. will also focus on the horeca sector, because that’s where
clients more often. However, it’s obviously always ex- we can enjoy our wheat beer specialities in the best way.
2020 – an unusual year. What’s your verdict? citing to travel the world. There are some impressions What potential offers our new brand ambassador
In February I was still in beautiful South Africa when the you can only get from being there, and I prefer to drink Jürgen Klopp for your markets? When the sun shines in spring, we will be surfing the wave
world was turned upside down overnight by the pande- a wheat beer together with our partners at the same Jürgen is a fun-loving, charismatic and successful person of success again that we worked so hard to achieve. The
mic. 2020 seemed to drag on for ages. On the one hand, table. Travelling also gives you a different perspective and therefore a perfect fit for our brand. It’s interesting show will go on!
Page 14 E R D I N G E R E X P O R T- N E W S EDITION 1 / 2021 Page 15
Our partners
Export-News
UK SWITZERLAND CZECH REPUBLIC
Pub culture in Spectacular trip to ERDINGER Weissbier at the Charles Bridge
Liverpool the Eiger Glacier Double news in the Czech Republic – new partner STRATA s.r.o. and a prestigious event location.
In strict accordance with the applicable corona rules, it
Cheers! – Two special pubs worth visiting. Super gondola – Eiger Express takes guests to was possible to toast the collaboration in person in Sep-
the Eiger Glacier in just 15 minutes tember 2020: together with STRATA and other guests,
ERDINGER Weissbräu spent a wonderful evening at the pres-
tigious “Klub Lávka” at the world famous Charles Bridge. This
new on-trade partner was celebrating its 30th anniversary on
this day and has been representing Bavarian and Czech beer
culture ever since.
The new on-trade partner at the Charles Bridge: “Klub Lávka”
Since March of last year, the Cheb-based company STRATA
From left to right Craig Sheelan (Bar Manager s.r.o. has been responsible for importing and marketing
The Bridewell), James Larsen (Barman) Taking the Eiger Express to the glacier.
and Dominic Hornsby (Owner). ERDINGER wheat beers in our neighbouring country, the
Czech Republic. Tomáš Linda, owner and Managing Director
of STRATA talks about the cooperation: “We represent Bavaria’s
Fancy an ERDINGER in wheat beer culture and love of life on the Czech beer market
the police station? Not and appeal to a growing number of our citizens. ERDINGER STRATA Managing Director Tomáš Linda (2nd from left) and Operations Manager Eva
a problem at “The Bride- was the perfect choice for us and we enjoy a strong friend- Hyklová (far right) with ERDINGER Senior Regional Sales Director Michael Austermay-
er (far left) and Czech ERDINGER fans.
well” in Liverpool. What ship with Mr Werner Brombach.”
used to be a sobering-up Stuart Riley,
cell for dockers and sailors in Manager Denbigh Castle
the 19th century is now a lavish- POLAND
ly and lovingly restored pub. The cells offer eerily
beautiful seating, including massive cell doors with peep-
holes. Exercise is allowed in the outdoor seating area
of the inner courtyard. And what do they serve? A fine
Pleasure with a view
Welcome to the team
selection of national and international beer specialities, New partner – Martin Sp. z o.o. Sp. k. taking
a vegan wine list and exclusive spirits. Also on tap is There are some who would not mind staying a little longer over import and sales of ERDINGER wheat beers
ERDINGER Weissbier with fine yeast, as well as ERDINGER on the Eiger Express – after all, the world’s most modern tri- in Poland
Dunkel and Alkoholfrei in bottles. In the direct vicinity of cable gondola offers plenty of comfort, such as heated seats
the Liverpool One shopping district, guests can immerse and windows, panoramic glazing and an unforgettable view
themselves in a completely different world here and of the world-famous Eiger North Face. But just 15 minutes
simply enjoy themselves. The pub is run by the Small after leaving the Grindelwald terminal, guests are already
Hands Company, owned by Fiona and Dominic Horns- at the Eiger Glacier station and can thus reach the Kleine
by, along with Ian Forster. However, the trio were not Scheidegg-Männlichen ski region faster than ever before. For
satisfied with opening just one new pub. They also took non-skiers, the journey continues with just one change to the
over one of the oldest pubs in town and gave it back its Jungfrau Railway and up to the legendary “Jungfraujoch - Top
original name – “The Denbigh Castle”. A quick historical of Europe”. The Eiger Express, which went into operation in
search shows that the pub has been around since 1815. December, is the last part of the Jungfrau Railways’ major
Now it has been restored to its former glory in the heart “V-Cableway Project”, which has been in the making since
of Liverpool’s city centre and offers guests a quirky 2018. With the completion of the project, Jungfrau Railways
has provided a major boost to tourism in the Jungfrau region,
environment in which to unwind. ERDINGER Weissbräu
the canton of Bern and Switzerland as a whole. With its whe- Owner of Martin Sp. z o.o. Sp. k., Mariusz Gola Our wheat beer specialities in “Martin‘s” warehouse
and the Hornsbys also have a shared history. For twen-
at beer specialities, ERDINGER Weissbräu has been partner-
ty years now the Hornsbys have enjoyed a strong part-
ing with the Jungfrau restaurants on the Jungfraujoch, Eiger
nership with ERDINGER Weissbräu. The experienced Glacier and Kleine Scheidegg since 2017. These will now be Polish wheat beer lovers can rejoice. Last year, we welco- beers from Erding are therefore a perfect fit for the port-
licensees have come to appreciate the private brewery joined by the new catering facilities of the V-Cableway. med a newcomer to the ERDINGER team, „Martin Sp. z o.o. folio. Owner Mariusz Gola states: “We are honoured to be
above all for its uncompromising quality standards. Sp. k.“. “Martin” is an expert in the field and has been suc- partnering with such a great company as ERDINGER Weiss-
www.jungfrau.ch/de-ch/eiger-express cessfully importing and distributing European and interna- bräu. Our cooperation is developing from month to month.
www.thedenbighcastle.co.uk tional beers in Poland for 27 years. The company, which is The goal is to achieve the best results for both sides.“
www.thebridewellpub.co.uk based in Zawiercie, 45 kilometres north-east of Krakow, fo-
cuses in particular on top-quality beer specialities. Our wheat www.martin-zawiercie.eu
Page 16 E R D I N G E R E X P O R T- N E W S EDITION 1 / 2021 Page 17
Our partners
Export-News
COOPERATION
Thanks to our partners
Honoured – Without the expert, professional support of its business partners, ERDINGER
Weissbier 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. The pictures were
taken before the coronavirus pandemic or during periods in 2020 when it was permitted to be
physically closer.
25
years
Well-being and enjoyment in the Hüttenzauber hotels and restaurants.
Alps
SWITZERLAND
Mountain hut magic in the Athenian Brewery S.A., Athens – Greece
Ioanna Stroubi (Senior Brand Manager International Premium Brands, left) and Alexan-
dros Baltatzis (Marketing Manager Heineken & International Premium Brands, right)
DCNBeers, Vilar – Portugal
Pedro Pimenta (Managing Director DCNBeers, left) and Aldert van der Wijk (ER-
DINGER Sales Agent, right)
Enjoy the view – the hotels and restaurants of
Samuel Kappeler AG tempt you to linger 20
years
Gastro AG. The company offers the ideal accommoda-
tion for every holidaymaker – from backpacker beds to
comfortable hotel rooms and exclusive wedding suites
– with breathtaking views of the Swiss Alps always in-
cluded. Whether for an active holiday of skiing, hiking and
mountain biking or for a relaxing break, the Hüttenzauber
establishments all provide the perfect conditions. In
terms of cuisine, guests can look forward to first-class,
traditional cooking, excellent service and, of course,
ERDINGER’s wheat beer specialities. ERDINGER Weissbräu and
Kappeler Gastro AG have been successfully working to-
gether for 18 years now. Owner Samuel Kappeler says:
“ERDINGER is a renowned partner with whom we enjoy long-
standing cooperation offering enormous added value for
both sides. We are proud of our loyal partner, for whom – as
Fantastic locations in the most beautiful holiday regions for Hüttenzauber – quality and taste always come first.”
of Switzerland, unique views and unforgettable moun-
tain experiences – this is what connects the hotels and www.huettenzauber.ch Shanghai JD Trading Co Ltd., Shanghai, Beijing, Guangzhou – China La Fonte Snc., Lazise – Italy
Christine Lui (Managing Partner of Shanghai JD Trading Co Ltd, left) and Oliver Helbig Helmut Weissensteiner (ERDINGER Sales Agent, right) and Giorgio Menini (owner of
restaurants of Hüttenzauber, operated by Kappeler (ERDINGER Sales Agent, right) La Fonte Snc, left)
Page 18 E R D I N G E R E X P O R T- N E W S EDITION 1 / 2021 Page 19ERDINGER Active world
TRIATHLON
Reinforcements for Team
ERDINGER Alkoholfrei
Welcome to the team – The professional triathletes of Team ERDINGER Alkoholfrei are always
eager to compete and are generating a real buzz around the globe. We are now delighted to wel-
come three new professionals to the team – Carolin, Nikki and Tom.
CAROLIN LEHRIEDER NIKKI BARTLETT
Making a mark on her first start. Carolin Lehrieder demon- She describes herself as a likeable chatterbox who is always
strated her ability on her her debut at the Ironman distance in a good mood. This means that Nikki Bartlett brings a lot
back in 2013, finishing first in her age group and qualifying of positive vibes to Team ERDINGER Alkoholfrei. The Brit has
for the Ironman World Championships in Hawaii, where she been competing with great success as a professional since
confirmed her quality and fought her way to a strong third 2016: she has already made the podium 14 times at major
place in her age group. Her most recent success was at the Ironman and Challenge races. In 2019, she achieved a sensa-
Ironman Italy in September 2019, setting a new course re- tional victory at the Ironman Lanzarote. She also has enough
cord with a blistering winning time of 8:48:23 hours. The top energy to serve as a race guide for the British Paralympic
German triathlete has been competing in the blue one-piece team. She hopes to qualify for the Tokyo Games with Para-
and strengthening the ERDINGER Alkoholfrei triathlon family lympic silver medallist Alison Peasgood.
since 2021.
- Born: 25.06.1987
- Born: 21.04.1989 - Lives in: Loughborough, UK
- First triathlon in 2007 - First triathlon in 2012
- First start at the Ironman distance in 2013, winning in - 14 podium finishes in Ironman and Challenge races
her age group and qualifying for the Ironman World since 2016
„
Championships in Hawaii - Greatest sporting success: Ironman victory at Ironman
- Greatest sporting success: first Ironman victory and Lanzarote in 2019
„
new course record at the Ironman Italy in 2019 - In addition: race guide for Paralympic silver
- Joined Team ERDINGER Alkoholfrei in 2021 medallist Alison Peasgood TOM DAVIS
„
- Joined Team ERDINGER Alkoholfrei in 2021 The decision to swap water polo for triathlon has worked
out well for Tom. In 2019, Essex-born Davis achieved podium Triathlon is a fantastic sport and it’s great to be part of
finishes in the Challenge events in Salou/Spain and Anhui/ such a world renowned set-up as the ERDINGER Alkohol-
The pre-start tension, the attention to detail during China. He won the Royal Windsor Triathlon for the second frei Team. Whatever level any athlete is at, I’d encourage
the race so as not to make any mistakes and the time. In September 2020, he also claimed 2nd place at the them to train hard and do the best that they can, but not
endorphin surge when you cross the finishing line Like many others I spent 2020 working on becoming Ironman 70.3 in Gdynia/Poland. Tom loves to train in Mallorca; to let it get too serious. You commit so much to the sport
make triathlons the perfect emotional cocktail for a better athlete and am the fittest I’ve been, so mak- if this is not possible, he looks forward to training sessions that you’re not going to last long if you don’t enjoy it, so
ing the Team ERDINGER Alkoholfrei elite squad has with Nikki in Loughborough. make sure you push hard but enjoy every session.”
“
me.”
“
come at just the right time and is a real honour. It’s
something I’ve dreamed about and the - Born: 25.01.1995
belief they have shown in me will give - Lives in: Loughborough, UK
me even more incentive to succeed - Favourite discipline: swimming
and I look forward to wearing the - 2019 first start and 3rd place in the long distance at
ERDINGER Alkoholfrei blue with pride. the Challenge Anhui/China, 2nd place in the Ironman
“
70.3 Gdynia/Poland
- Greatest sporting success: 12th place PTO Champion-
ship/Daytona
- Joined professional Team ERDINGER Alkoholfrei in
2020
Page 20 E R D I N G E R E X P O R T- N E W S EDITION 1 / 2021 Page 21Last page
FAN PHOTOS
ERDINGER greetings from around the world NEW
ERDINGER fans all over the world share our values, such as a love of life, quality and having fun together!
The garden of Jack Stickings in the UK.
By the pool of John Schultz in Larksville, Pennsylvania/USA. Kees de Groot in the Netherlands with his ERDINGER crown cork tree.
Imprint
Published by: Privatbrauerei ERDINGER Weissbräu Werner Brombach, Lange Zeile 1 und 3, 85435 Erding I Editing and text: kiecom GmbH, Rosental 10, 80331 Munich I Design:
Frederik Heyman enjoying an idyllic scene on lake Katrin Müssig and Martin Barth at the Matterhorn Cheers from Nelson, Daniel and Diogo in Coimbra, COMVENT GmbH, Anja Kientz, Am Langenberg 5, 82319 Starnberg I Printed by: Druck-Ring GmbH & Co. KG, Ammerthalstr. 40, 85551 Kirchheim bei München I Photos: page 13
Vänern in Sweden. in Switzerland. Portugal. Donald Krause (top left), page 13 Karl Kastner (down right), page 16 The Small Hands Company Limited (left), page 16 Jungfraubahnen Management AG (right), page 17 Martin
Sp.z o.o. Sp.k. (down), page 18 Simon Kappeler AG, page 19 International Premium Brands (down left), page 20 Nikki Bartlett (right), page 20 Carolin Lehrieder (left), page 21
Tom Davis. All others: ERDINGER Weissbräu April 2021
Page 22 E R D I N G E R E X P O R T- N E W S EDITION 1 / 2021 Page 23Export-News
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