Paulaner Hefe-Weizen Summer Promotion Continues to "Weizen Up!" Consumers in an Illuminating Way

New, Eye-Catching Weizenglows, Mail-in Rebates and Sampling Glasses Will Drive Volume of Rich and Smooth Premium Import

White Plains, NY - "Say Cheers! Like a true German: Prost!" This is just one of Paulaner's latest "Weizen-Up!" messages to be used on promotional coasters in June as part of the second phase of the Weizenglows continuity program. The program, which was launched in April, continues with coordinating coasters, table cards and 3 new Weizenglows, all of which spark consumer interaction and draw attention to the Paulaner brand.

What is a Weizenglow? A Weizenglow is a promotional piece; a small, illuminated plastic tag affixed to a band that easily slips around the base of the Paulaner glassware imported from Europe. Every Weizenglow has a Paulaner logo on the front and one of 3 different messages on the back, including a story and the proper way to pronounce "Paulaner." Weizenglows are designed to provide bar, restaurant patrons and retail customers with an eye-catching, turnkey promotional piece. This promotion is an opportunity for retailers to promote a beverage that delivers strong profit margins.

For on-premise retailers, as legal, Paulaner Weizenglows will be available. Promotional coasters and small table cards imprinted with Weizenglow messages will also be available. Additionally, as legal, 3-oz Paulaner sampling glasses will encourage consumers to experience the rich premium taste of Paulaner.

Off-premise retailers can cross merchandise with Paulaner by using a case card attachment that affixes to the everyday "Weizen Up!" card and a rebate. The Paulaner cross-merchandising $6 mail-in rebates work with any type of fish or seafood item, as legal. Designed to fit over the Paulaner bottle, the rebate is a neck hanger that will be imprinted with information about Paulaner's heritage and premium taste that integrates with the on-premise promotion.

"The Summer promotion is a great way to introduce consumers to the refreshing taste of Paulaner Hefe-Weizen by using a participatory approach that will make a lasting impression with consumers ," said Mary Anschutz, Star Brand Imports brand manager for Paulaner. "The program works both on- and off-premise by giving consumers the opportunity to discover the rich premium taste of Paulaner Hefe-Weizen, while providing interactive tools, such as a German toast, to enhance the experience."

About Paulaner:

Brewed in Munich, Germany, since 1634, Paulaner beer is known worldwide for its quality. Paulaner styles include Hefe-Weizen, Oktoberfest-Märzen, Munich Lager, Salvator, Premium Pils and the 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, 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.