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26th March 2012


Premium German beer brand Warsteiner is further expanding its UK business by launching a major marketing support package, designed to drive consumer demand in both the on- and off-trades. At the same time, it is announcing a major international sponsorship designed to reinforce the brand’s position as a leading contemporary brand.

Warsteiner has today been named the Official Supplier of Beer to The European Tour and BMW PGA Championship at Wentworth Club in Surrey from May 24-27, 2012.

This is the first in a string of European Tour event sponsorships planned for the brand. Warsteiner will have a high-profile presence at Wentworth and is committed to demonstrating its brand positioning of ‘Modern Class’ with an exclusive Warsteiner Lounge at the venue and several Warsteiner bars around the course.

The UK sponsorship will be accompanied by a package of promotional activities, including a neck-hanger competition appearing on bottles from 5th March offering VIP trips to the Wentworth event.

“Warsteiner is Germany’s best-known independent brewer and its high quality beers have been available in the UK for more than 30 years,” explains Marc Büker, Director Sales & Marketing for Warsteiner International. “Therefore there is already some awareness of our brand among discerning beer drinkers. Active in more than 60 countries, we see the UK as a key growth market, and so we are investing in driving further distribution increases and solid marketing support.”

Print advertising in both consumer and trade media is scheduled for later in the year, supported by an ongoing heavyweight public relations programme.

Warsteiner has been produced since 1753, when Antonius Cramer first brewed beer at his home brewery in Warstein, Germany. Since then, nine generations of Cramers have built Warsteiner into the No. 1 imported premium pilsner among Germany’s private breweries. “Talking about ‘Modern Class’ distances Warsteiner from many ‘traditional’ German beer brands,” says Büker.

“Next to our international brand marketing activities in the culinary arts and modern culture, the long-term European Tour sports engagement is an excellent platform to address quality and premium-oriented consumers in the UK and globally,” he adds. “As well as serving Warsteiner at numerous European Tour events and functions, we will be communicating the partnership on pack, in PR, through on- and off-trade promotions, print advertising and in some markets, on television.”

The brand has identified The European Tour as the perfect partner for Warsteiner, reflecting its international premium quality. It sees golf as increasingly appealing to aspirational consumers of all ages and a great lifestyle association.

Tim Shaw, Sales Director for The European Tour, said: “The European Tour is a high-quality, global product and we are delighted that Warsteiner has entered into this exciting partnership with the tour. We are confident that The European Tour can provide an outstanding platform that can help Warsteiner achieve their goals.”

Warsteiner’s International Sales Director Oliver Jaensch adds: “We also have a new sales team and a new country director in place in the UK and, with a whole range of marketing and promotional support activities planned for 2012 and beyond, we intend to make the most of this opportunity.”

Warsteiner is available on draught and in a range of bottle sizes, including 660ml and 500ml single bottles and an attractive 3x330ml pack. A 4x500ml premium can pack is soon to be launched to capitalise on retailer interest in the premium can sector. The brand now has wide distribution in Waitrose, Sainsbury’s, Morrisons, Tesco and other retailers, and a large number of independent and free on-trade listings.

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Notes to Editors:

The Warsteiner Brewery

Warsteiner Brewery, founded in 1753, is one of the largest private breweries in Germany. Its flagship is the Warsteiner Premium Verum brand, one of the most popular beer brands in Germany and the world’s No. 1 imported premium lager among all German private breweries. It also produces WARSTEINER Premium Alcohol-free. The Warsteiner Group owns interest in König Ludwig GmbH & CO. KG Schlossbrauerei Kaltenberg (König Ludwig Weissbier, König Ludwig Dunkel).

The Warsteiner Group sells its products in more than 60 countries worldwide.


For media information and photography contact:

Caitriona Roy

Tel: 00 44 207 388 7421