Hacker-Pschorr Launches "The Difference Is Inside" Campaign

Consumer Rebates and Promotional Elements to Drive Volume of
Hacker-Pschorr Authentic German Beer this Spring

White Plains, NY - For centuries, the biergartens of Munich, Germany have been the main social hub for residents, a place where one can go to partake in light-hearted conversations while enjoying Hacker-Pschorr, a genuine wheat-styled German beer that has been masterfully brewed since 1417. Beginning in May, Hacker-Pschorr will further reinforce its authentic Bavarian brand image when it launches "The Difference is Inside" campaign designed to appeal to beer drinkers who appreciate a time-tested heritage brew experience. The intriguing tagline will be featured on all Hacker-Pschorr POS and promotional items that will be available for both on-premise and off-premise retailers.

"The Difference is Inside" campaign is designed to appeal to consumers who appreciate a real, well-crafted premium beer. The "difference" originates with Hacker-Pschorr's traditional Bavarian recipe, which is brewed with the finest all-natural local ingredients. Crisp, clean Alpine water is brewed in unison with hops, barley and malt harvested from abundant nearby fields.

In an effort to fully engage consumers this Spring and drive volume of Hacker-Pschorr in the off-premise, consumer mail-in rebates of $8.00 off a case and $4.00 off every 12-pack equivalent of Hacker-Pschorr will be offered, where legal.

"The Difference is Inside" messaging will continue in the on-premise with the availability of traditional Hacker-Pschorr Weisse glassware imported from Germany, where legal. The Bavarian-style glassware is adorned with the same classic portrait of patriarch Georg Pschorr that appears on the labels of Hacker-Pschorr Weisse. These glasses display Hacker-Pschorr at its' creamy, golden best, especially when topped with the thick, rich head from a masterful pour.

Additionally, on-premise accounts will be able to incorporate "The Difference is Inside" experience with new 2-sided Hacker-Pschorr table tents that explain the correct way to pour a Munich wheat beer so that the full flavor and presentation can fully be appreciated. New case cards, cooler decals, table tent holders as well as new menu cards and 4" round everyday coasters will be available in May.

"Beer drinkers are becoming more and more interested in selecting a beer that is authentically brewed in a traditionally manner," said Mary Anschutz, Star Brand Imports brand manager for Hacker-Pschorr. 'The Difference is Inside' campaign emphasizes the fact that Hacker-Pschorr's old-world Bavarian recipe is a tried and true classic that consumers continually request."

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.