– The World's Most Popular Wheat Beer

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Enjoy in Canada

1/2009

Production Launch of the Fuel Cell

ERDINGER in Denmark

Premium Sponsoring in Biathlon

In spite of the adverse economic situation, our careful investment strategy has enabled us to continue along the successful path of our export business. This illustrates that a strong brand can successfully hold its own even in difficult times. And we will continue to invest with due care in the brand, as well as in the quality of our wheat beers. National and international awards from expert juries and top scores in consumer tests are no coinci-dence. The many years of appreciation and trust which our loyal customers have shown us are rooted in our high quality standards. For us, the Bavarian Purity Law is more than just a list of ingredients – it’s a commit-ment to quality. These two pillars – our stringent brand management and premium quality philosophy – always take first priority at ERDINGER. Regardless of the pre-vailing economic conditions.

Best regards from Erding

Werner Brombach

Greeting

GREETING

HEADLINEEnjoy ERDINGER in Canada

PILOT PROJECTProduction Launch of the Fuel Cell

NEWSTICKER

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SPONSORINGPremium Sponsoring in Biathlon

COMMITMENTLichtblick Hasenbergl

THAILANDHonor for Hubert Kessingof the Beer Company Ltd.

OUR IMPORTERSTheoBrands A/S – ERDINGER Importer in Denmark

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CONTENTS EDITORIAL

The world’s second-largest country (almost 106 million km²) is renowned for its variety and wide open spaces. The federation is divided into ten provinces and three territories. At its widest point, the country measures 5,514 kilometers from east to west. With around 32.5 million inhabitants, Canada has a statistical population density of about three people per square kilo-meter. It’s no surprise then that there are still many untouched and highly diverse natural areas to discover: coastal areas in the East, huge lakeland areas and prairies in the South, the impressive Rocky Mountains in the West, and Arctic landscapes in the North. In addition to its numerous national and provincial parks, Cana-da also offers pulsating, cosmopolitan cities – each with their own individual charm. The lar-gest cities are Toronto, Montréal, Vancouver, Calgary and Edmonton. Visitors to these cities can expect a particularly wide cultural variety. With its huge range of possibilities, Canada is not only an attractive and safe holiday destinati-on, but also a country which prides itself on its hospitality.

As a renowned melting-pot, Canada is home to people from all ends of the Earth. Most of them are of British or French origin, but there are also many descendants of German, Ukrainian, Polish, Russian and Scandinavian immigrants. There are also large numbers of immigrants from the other side of the Pacific, such as China and Japan, who settled in Canada. And, of course, in the thinly populated North of the country there are still many descendants of the Innuit and other native Indian inhabitants. This

multicultural variety is also reflected in Canada’s cuisine, as each immigrant group brought its own recipes and culina-ry culture to the new nation. Canadians generally attach great importance to the freshness of the ingredients used in their meals. In areas near the coast, there is plenty of fresh pollock, lobster, squid and mussels to enjoy, whereas upcoun-try regions specialize in meat dishes based on beef and pork, but also game, such as moose. And of course, every good meal deserves the right drink.

ERDINGER WEISSBIER NORTH AMERICA

Canada has a long and illustrious beer tradition. It was originally introduced to the North-Ameri-can continent by European settlers in the 17th century. Today, around 23 million hectoliters of beer are sold every year in Canada. The country has an annual per capita consumption of 66 liters and thus ranks 15th in terms of global per capita beer consumption. However, these figu-res are rising: annual sales growth of over 10 percent is currently forecast. Apart from the three major Canadian brewery groups, Labatt, Molson and Sleeman, there are also a host of small and micro breweries serving their respec-tive local markets. Imported beers enjoy a spe-cial status in Canada, with extraordinary growth rates. Last year alone, the market share of im-ported beers grew by seven percentage points.

ERDINGER Weissbier has been exported from Erding to Canada for some eight years now. Thanks to its listings in the state-controlled retail trade, ERDINGER Weissbier is available at liquor stores throughout almost the entire coun-try. And wheat beer from Erding is also highly popular in the on-trade. The fantastic pubs and restaurants of Canada’s major cities love to offer international beers – and of course ERDINGER’s popular wheat beer specialties are among the favorites. One particular highlight are the 14 Prime Pubs, which serve ERDINGER Weissbier with fine yeast fresh from the barrel. This suc-cess owes a great deal to the excellent coopera-tion with our Canadian importer. Since 2004, ERDINGER Weißbräu has been successfully cooperating with McClelland Premium Imports

(MPI), a premium specialist for international beers based in Mississauga, Ontario. Guy McClelland, founder and owner of MPI, was able to gather several years of experience in the Canadian beer business before setting up his own import company. He previously worked for one of the largest breweries in Canada and thus still enjoys excellent contacts to the Canadian Liquor Boards and on-trade. MPI now employs over 20 people – most of them working locally in the country’s various provinces.

You can always enjoy a refreshing ERDINGER Weissbier at the “Jester on Yonge” in downtown Toronto

Enjoy in Canada

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Mount Revelstoke National Park in the Kootenay Rockies Spirit Island, Jasper National Park , A lberta

COVER FEATURE: CANADA

PRODUCTION LAUNCH OF THE FUEL CELL

Germany’s Economics Minister zu Guttenberg (l.) and owner of ERDINGER Weißbräu, Werner Brombach (r.),

at the official production launch of the fuel cellSetting a good example – launches pan-European pilot project for eco-friendly energy regeneration

+ + NEWS + + + + + + + + + + + + + + + NEWS + + + + + + + + + + + + + + + NEWS + + + + + + + + + + + + + + + NEWS + + + + + + + + + + + + + + + NEWS

ÖKOTEST: Top mark for ERDINGER Weissbier

www.erdinger.de – ERDINGER Weißbräu relaunches website.

The private brewery’s recently revamped websi-te boasts a fresh design, which exudes lightness and zeitgeist without ignoring the brewery’s long and noble tradition. The new platform is based on cutting-edge technology which allows a high degree of user interaction to offer a truly special Internet experience. A host of attractive func-tions and content have been added. ERDINGER Weißbräu focused in particular on developing the site’s core areas. For example, the Event section was restructured with the addition of a new search function. The ERDINGER product range is also visually stronger with accompa-nying information on its high quality. ERDINGER Weißbräu’s sponsoring activities were pooled in a separate interactive section. With its extensive

ERDINGER Urweisse voted best newcomer 2008 by readers of prestigious trade jour-nal “Getränke Zeitung”.

ERDINGER Urweisse was launched in early 2008 as the latest member of ERDINGER Weißbräu’s wheat beer family. The rustic wheat beer specialty with its unmistakable top-fermen-ting beer profile and dark-golden color soon found many fans. This is also illustrated by the positive sales performance of the traditional wheat beer specialty. With its strong and spicy aroma, ERDINGER Urweisse makes an ideal addition to ERDINGER Weissbier with fine yeast, whose elegantly mild flavor established the tra-ditional brewery as an international ambassador of Bavarian wheat beer culture.

ERDINGER UrweisseNewcomer 2008

relaunch, ERDINGER Weißbräu has tapped into the communicative zeitgeist of this new media.

Internet relaunch

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PILOT PROJECT

In June 2009, Germany’s Minister of Economics and Technology, Freiherr Dr. Karl-Theodor zu Guttenberg, officially launched operation at ERDINGER Weißbräu of Europe’s first fuel cell to be used in a brewery. The eco-friendly tech-nology will enable the private brewery to inde-pendently generate electricity and heating with a virtually neutral CO2 balance and without deple-ting fossil fuel resources. The innovative fuel cell technology will help the brewery reduce its

greenhouse gas emissions by 1,200 tons of CO2

per year. This corresponds to a reduction in CO2 emissions of around 10 percent per hectoliter of beer.

The fuel cell will initiate a circulation process in which energy can also be regenerated: biogas created during the cleaning of waste water in the brewery’s own precleaning plant is converted by the fuel cell into electricity and heating. This energy is then used in the production process. Almost 50 percent of the biogas’s energy content is converted into electricity and 40 percent into waste heat of approx. 400 degrees Celsius. This 90 percent efficiency rating exceeds that of all similar combined heat and power units. The high-temperature waste heat is used in the bre-wery throughout the year for circulatory heating and production processes. The “HotModule HM 300” unit also works extremely quietly and vir-tually emission-free; it is thus ideally suited for use in such a busy production facility.

ERDINGER Weißbräu has long been ahead of the curve with its integrated cost-efficient and eco-friendly approach. New technical equip-ment and efficient energy management have hel-ped reduce energy requirements by some 40 percent per hectoliter over the past few years. With its new fuel cell, the medium-size Bavarian company has gone one step further. The focus here is not so much on saving energy from fossil fuels, but replacing these finite resources with regenerative energy sources.

Above all, ERDINGER’s fuel cell aims to set an example in the brewery sector for further natio-nal and international applications focusing on environmental protection and economic effici-ency.

For its annual culinary guide “Essen, Trinken und Genießen 2009”, German consumer magazine “ÖKO-TEST” took a close look at various wheat beers. ERDINGER Weissbier received the top mark in the test.

The magazine tested and assessed the ingredi-ents, flavor, appearance, color and sensory properties of the beers. The popular ERDINGER Weissbier received the top mark (“very good”) in all individual categories and thus also in the overall assessment. The success pays tribute to the beer’s carefully selected raw materials, tra-ditional brewing methods and special bottle fermentation process.

Europe’s first fuel cell used in a brewery

For several years now, ERDINGER Weißbräu has been supporting the top biathletes Michael Greis, Andi Birnbacher and Kathrin Hitzer, who have all celebrated major triumphs around the globe. In the past biathlon season the private brewery went one step further. For the first time, ERDINGER Weißbräu and its ERDINGER Non-Alcoholic brand was the premium partner of the IBU Biathlon World Cup and the Biathlon World Championships in South Korea. True to its motto “The world’s most popular wheat beer”, the sponsorship gave a tremendous boost to inter-national brand awareness of the regenerative thirst-quencher. With its fresh flavor and isoto-nic, vitamin-rich and calorie-reduced proper-ties, ERDINGER Non-Alcoholic took the biathlon event venues in Germany, Austria, Italy, Sweden, Norway, Canada, South Korea and Russia by storm. ERDINGER Weißbräu was able to expand

its existing customer relations in these countries and gain a host of new friends. The most com-pelling factors were the intensive brand pres-ence and the hospitality offered in the areas reserved for athletes and special guests. Moreo-ver, the bright blue ERDINGER Non-Alcoholic color was present throughout the stadiums and along the courses. Top perimeter advertising positions, branding on the starting numbers and the bright blue racing caps of the Team ERDINGER Non-Alcoholic athletes all helped ensure the brand was highly visible at all times. ERDINGER Weißbräu is looking forward to the next successful biathlon season 2009/2010 and further successful cooperation with the Interna-tional Biathlon Union (IBU).

ERDINGER Non-Alcoholic is not only a firm fix-ture in the world of biathlon, but in sport in

general. With its beneficial and refreshing pro-perties, the non-alcoholic wheat beer is the ideal fitness drink for athletes. ERDINGER alrea-dy used this advantage in 2001 with the launch of its sponsorship for triathlon events. The suc-cess story of the regenerative sport drink began with the brewery’s cooperation with professio-nal triathlete couple Nicole and Lothar Leder, who have always sworn by the regenerative effects of ERDINGER Non-Alcoholic and conti-nue to support the brand today. Michael Göhner, Christian Brader and Meike Krebs are the new, promising triathlon talents of Team ERDINGER Non-Alcoholic. But the isotonic thirst-quencher is not only presented by professional athletes – a further 450 sponsored athletes and over 2,000 ambitious amateurs start for Team ERDINGER Non-Alcoholic.

Werner Brombach, owner of Privatbrauerei ERDINGER Weißbräu, applauds the outstanding performance of Team ERDINGER Non-Alcoholic biathlete Michael Greis

B IATHLON COMMITMENT IN RETROSPECT

All five targets hit – success-fully expands sponsoring activities in biathlon ERDINGER Weißbräu's Export Director Waltraud Kaiser

(center) with the team of the Korean importer at the Biathlon World Championships in Pyeong Chang

supports social institution in Munich

LICHTBLICK HASENBERGL

There was plenty of cause for joy for the “Licht-blick Hasenbergl” organization in Munich this year. ERDINGER Weißbräu donated 5,000 euros to the social institution whose mission is help children living in extremely difficult conditions.

The Export Team at the Erding-based private brewery had long been considering the option of making a charitable donation in place of the usual Christmas presents for their international customers and partners. In the current adverse economic climate, charities are finding it harder than ever to attract desperately needed donati-

ons. ERDINGER Weißbräu decided to react to this situation and to replace its “numerous small Christmas presents” with a “large monetary gift” for the Lichtblick Hasenbergl children’s home. The gratitude and joy at receiving such a donati-on was clearly apparent during the presentation of the check. Johanna Hofmeir, head of the institution, was visibly moved when she received the donation from Waltraud Kaiser, Export Director ERDINGER Weißbräu, and her assistant Ineke Ramakers.

True to their guiding principle: “We don’t wait until children at risk get into difficulties, we help beforehand”, Lichtblick Hasenbergl cur-rently cares for 76 children and juveniles every day who grow up in the difficult conditions of a local emergency accommodation facility or the directly neighboring welfare housing estate. The institution helps disadvantaged adolescents on their path into the future and gives them the basic school, social and practical life skills they need.

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Waltraud Kaiser, Export Director ERDINGER Weißbräu (left) and Ineke Ramakers (right) present the check to Johanna Hofmeir, head of Lichtblick Hasenbergl

SPONSORING COMMITMENT

As CEO of Beer Company Ltd., Hubert Kessing has been the general importer for ERDINGER Weißbräu in Thailand for ten years now. ERDINGER Weißbräu took the opportunity of this anniversary to thank him for his successful work.

In the cozy brewery atmosphere of the Old German Beerhouse in Bangkok, some 70 invi-ted guests celebrated with a freshly poured ERDINGER Weissbier. Hubert Kessing was par-ticularly delighted to welcome ERDINGER Weißbräu’s Export Director, Waltraud Kaiser. She honored Kessing with a certificate for ten years of successful cooperation and a specially

engraved beer stein. The guests also included Frank Boer, owner of the Old German Beer-house, who last year received the title “Ambas-sador of Bavarian Hospitality” from the private brewery in Erding.

ERDINGER Weissbier has been available in Thai-land for 15 years and enjoys a special status as the country’s favorite imported wheat beer. The main sales areas are in Bangkok, Chiangmai and the famous holiday resorts of Pattaya, Phuket and Koh Samui.

Hubert Kessing (back right) and the team of Beer Company Ltd., Bangkok

Delicious ERDINGER Weissbier is served fresh from the barrel at the Old German Beer House in Bangkok

honors Hubert Kessing

TEN-YEAR ANNIVERSARY IN THAILAND

TheoBrands A/S, based in the Copenhagen sub-urb of Herlev, has been successfully selling ERDINGER Weissbier in the Kingdom of Den-mark for some nine years now.

CEO Jan Lau Vendelbo started his career in 1997 when he took over the company from his father, who had begun importing beer specialties as early as 1963. Prior to the handover, the compa-ny was known in Denmark under the name Theodoridis. Due to the problems people often

had pronouncing the name, it was modernized to TheoBrands A/S in 1997.

The wheat beer specialties from Erding enjoy excellent, steadily rising sales figures throug-hout the whole country. In the pulsating capital city of Copenhagen, for example, ERDINGER is the number one imported German wheat beer. ERDINGER’s popular wheat beers are served at numerous, attractive catering establishments in the city. Sales are also boosted by such

ERDINGER events as the Copenhagen Marathon with around 5,000 participants or the “Oktober-fest” in Kolding. ERDINGER specialties are also listed by the major supermarket chains Coop Danmark, Super Best A/S and Dansk Supermar-ked.

NEW MARKETS

TheoBrands A/S – importer in Denmark

IMPRINT:

Published by: ERDINGER WeißbräuLange Zeile 1 und 385435 ErdingGermanyTel: +49 8122 4 09-0Fax: +49 8122 4 09-317

Jan Lau Vendelbo (center), CEO, and the TheoBrands A/S team

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Editing and text: HW-Consulting, Munich Design: Signalwerk – Agentur für Kommunikation, Munich

Printed by: Druckring, Munich

Fotos: Page 4/5 John Davidson Photography, Toronto, Tourism British Columbia, page 5 right Perger (Fotolia), page 5 left Canadian Tourism Commission Germany, all others: ERDINGER Weißbräu August 2009

Waltraud Kaiser, ERDINGER Weißbräu’s Export Director, presents Hubert Kessing with a specially engraved ERDINGER beer stein

OUR IMPORTERSTHAILAND

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The World’s Most Popular Wheat Beer