Hacker-Pschorr Invites Consumers to Taste & Experience "The Difference Inside"

Interactive Promotional Elements Focusing on the "Hacker-Pschorr Pour" will Drive Volume of Authentic German Import this Spring

White Plains, NY - Since 1417, Hacker-Pschorr has appealed to consumers who are thirsty for a genuine, Bavarian wheat-styled beer. Beginning in May, Hacker-Pschorr will continue "The Difference is Inside" campaign, by inviting consumers who are new to-or already familiar with-the Weisse style, to enjoy a masterfully brewed, heritage beer experience through exciting on- and off-premise promotions that focus on how to pour a Hacker-Pschorr Weisse beer.

Since Bavarian Weisse beer requires a different style of pouring the beer into the glass, Hacker-Pschorr is providing tools to guide on-premise staff and customers through fun and interactive elements that will grab attention and help to increase profits, where legal. A 60-second DVD entitled "How to Pour a Hacker-Pschorr," will be available for on-premise consumers and servers to view. As consumers are trying the Hacker-Pschorr Pour themselves, Polaroid pictures can be taken. Additional support items include photo holders for consumers' pictures, a leaflet and table tent with How to Pour illustrations to promote interaction, and metal bottle openers with the How to Pour instructions.

"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 display enhancers will engage consumers with illustrations inviting them to learn the Hacker-Pschorr Pour. Additionally, where legal, packs of 20 DVDs with the How to Pour video will invite consumers to interact with Hacker-Pschorr in a memorable way.

"The Hacker-Pschorr Spring promotion engages consumers in a way that is memorable and tells a unique story about the Hacker-Pschorr heritage," said Mary Anschutz, Star Brand Imports brand manager for Hacker-Pschorr. " 'The Difference is Inside' program works both on- and off-premise and truly invites consumers to interact with Hacker-Pschorr in a way that articulates the difference between Hacker-Pschorr and other beers. For retailers who take the extra effort to pour Hacker-Pschorr Weisse the way they do it in Munich, the presentation truly adds to the consumers' experience and supports the quality and premium price of the brand."

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 Lager.

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.