The Difference is Inside of Hacker-Pschorr's Original Oktoberfest Beer

Hacker-Pschorr Delivers the Real Difference with Consumer Preferences, Imports Margins and Authenticity this Oktoberfest Season

White Plains, NY - When consumers think of Oktoberfest, they think of Munich and a Bavarian celebration unlike any other in the world that includes good food and great beer. This Oktoberfest season, Hacker-Pschorr, one of the original Oktoberfest brewers, will bring the Oktoberfest celebration and experience to U.S. consumers with POS and Bavarian-themed décor.

Hacker-Pschorr is synonymous with Oktoberfest; in fact Hacker-Pschorr beer has been a part of Oktoberfest since the first celebration in 1810, and the Pschorr family donated the land on which Oktoberfest is celebrated today. Rich in Munich heritage, Hacker-Pschorr is one of only six brewers invited to serve beer at Munich's Oktoberfest. Popular with consumers, Hacker-Pschorr Original Oktoberfest is especially strong in its core Midwest markets, where it is the best-selling Oktoberfest beer from Munich.* Hacker-Pschorr Original Oktoberfest brew delivers the authentic difference with an emphasis on consumer preferences, authenticity and import margins.

Hacker-Pschorr's 'The Difference is Inside' tagline will be branded on all POS, including 25' pennant strings, Oktoberfest poles with banners, window posters, table tents, temporary tattoos, stickers, menu cards, coasters and case/price/easel cards. Bavarian flags and traditional Oktoberfest glassware are available, where legal.

Additionally, Hacker-Pschorr is offering consumer rebates at off-premise accounts, where legal, for $8 off a case (or equivalent) and $4 off every 12-pack (or equivalent).

"Hacker-Pschorr provides retailers with great selling opportunities during the 60-day Oktoberfest season," said Mary Anschutz, Brand Manager for Hacker-Pschorr at Star Brand Imports. "The Oktoberfest promotional materials will spark consumer interest in the brand while the consumer rebates will help to encourage trading up to bigger packages. Oktoberfest is a prime opportunity to sell a high-margin Oktoberfest product. Retailers can take this opportunity to introduce new Hacker-Pschorr consumers to the Weisse style, and create a year-round customer."

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; Affligem brewed in Belgium; Zywiec from Poland; Edelweiss from Austria; and Fischer imported from France. For more information, please visit www.starbrandimports.com.

*Source: AC Nielsen EQ volume $2 million grocery channel in the Central Region for 9 weeks ending 10/29/05