Hacker-Pschorr Kicks Off Summer with
Re-launch of It's Old-World Beer

Consumers to Experience "The Hacker-Pschorr Pour," the Signature of the Bavarian Beer Tradition; POS Elements and New Package Labels

White Plains, NY - Hacker-Pschorr, a genuine wheat beer that has been brewed in the Munich tradition since 1417, will continue its brand re-launch this Summer with two more elements- a new package label and on-premise programming, to further emphasize Hacker-Pschorr's strong, Old World Bavarian heritage.

For on-premise accounts, Hacker-Pschorr's July promotion focuses on "The Hacker-Pschorr Pour," the traditional way to pour a wheat beer as it is done in Munich. Hacker-Pschorr ambassadors will teach wait staff at on-premise accounts "The Hacker-Pschorr Pour," where legal. DVD's featuring a Hacker-Pschorr brewery employee, table tents and leaflets describing "The Pour," will be used, where legal.

"When wait staff make the extra effort to pour Hacker-Pschorr the way it is done in Munich, it really creates an experience for consumers," said Mary Anschutz, Star Brand Imports brand manager for Hacker-Pschorr. "The presentation of a wheat beer poured in a traditional half-liter glass delivers a quality experience along with some heritage."

In the off-premise, consumers can purchase classic Hacker-Pschorr Weisse glassware through various consumer promotions, where legal (one glass per 12-pack). Where glassware are not available to consumers with purchase at retail, consumers can take advantage of a mail-in offer with proof of purchase: simply buy a case of Hacker-Pschorr and mail in proof of purchase to receive 6 glasses for $8 in S&H. (In other states, consumers can mail in $20 for 6 glasses.), where legal. An add-on case card "snipe" and a tear pad of order forms support this promotion, where legal.

New Label:

Additionally, a new Hacker-Pschorr bottle label will be rolling out during the summer. The updated label will be simplified so that the style is easier to read and the logo will be more prominent. Of course, the labels will continue to feature a classic portrait of patriarch Georg Pschorr. The change to the label reinforces the German heritage and the centuries of brewing tradition. While the label is changing, there are no changes to the liquid.

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, 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. A member of the Heineken Group, Star Brand Imports was established in 1980 as Fischer Beverages International - the American affiliate of Brasserie Fischer S.A. in Strasbourg, France. In 1996, Brasserie Fischer S.A. was sold to Heineken. For more information, please visit www.starbrandimports.com.