Prost! Paulaner Brings U.S. Consumers An Authentic Munich Oktoberfest Experience

Paulaner 'OKTOBERFESTivities' POS and German Décor Available for On-Premise and Off-Premise Retailers

White Plains, NY - Paulaner, an authentic Munich beer brewed since 1634, is gearing up for the two-month Oktoberfest selling season with Oktoberfest-themed POS and German décor that both on-premise and off-premise retailers can use to bring Munich's Oktoberfest to U.S. consumers.

In the United States, Paulaner Oktoberfest Märzen, a rich amber ale, is the best selling Oktoberfest beer from Munich.* Both on- and off-premise retailers can fully engage consumers this Oktoberfest selling season by introducing them to Paulaner and creating an authentic Oktoberfest experience in their accounts with Paulaner POS.

Beginning in August, Paulaner's new Oktoberfest tagline, 'OKTOBERFESTivities Begin With Paulaner,' will be branded on all POS. Promotional materials include Paulaner Oktoberfest pennants, window posters, Oktoberfest poles with banners, temporary tattoos, stickers, coasters, menu cards and table tents. Traditional Oktoberfest mugs and Bavarian banners from Munich are also available, as legal. Additionally, Paulaner is offering consumer mail-in rebates, where legal, for $8 off a case (or equivalent) and $4 off every 12-pack (or equivalent).

"The Oktoberfest season is a great two-month-long season for retailers to capture the high-margin profits from Oktoberfest beers, especially brands like Paulaner from Oktoberfest's hometown of Munich," said Mary Anschutz, Brand Manager for Paulaner at Star Brand Imports. "This is a great time to introduce consumers to the brand and convert them from seasonal Oktoberfest drinkers to year round customers of our flagship Hefe-Weizen style brew."

About Paulaner:

Brewed in Munich, Germany, since 1634, Paulaner beers are known worldwide for their quality. Paulaner styles include Hefe-Weizen, Oktoberfest Märzen, Munich Lager, Salvator, Premium Pils and non-alcoholic ThomasBräu.

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.

*AC Nielsen EQ Volume $2 million Grocery and Liquor channels for 9 weeks ending 10/29/05