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11th March 2013


Warsteiner Neckhanger

Warsteiner, the UK’s No. 1 imported German premium Pilsner producer, is kicking off its second year as sponsor of The European Tour with the launch of a new UK sales and marketing campaign, including an on-pack promotion on bottles of Warsteiner Premium Verum, available in major UK retailers from March 2013.

News of the campaign follows a successful year for Warsteiner in the UK off-trade, with distribution gains and increased rate of sale in the multiple grocers contributing to +49% growth for the brand in 2012.

The new on-pack promotion, which goes live on Monday 4th March, invites consumers to enter a competition to win an exclusive VIP trip for two to the BMW PGA Championship at Wentworth Golf Club in May 2013 by entering the pack’s unique code online at A weekly prize draw offering consumers the chance to win standard-entry golf tickets to the event and golf accessories will also be held throughout the 16-week promotional period, which ends on 22nd June 2013.

Warsteiner, which is Germany’s 3rd biggest premium Pilsner producer, has once again been announced as headline sponsor of two of the Tour’s biggest golf events, the BMW PGA Championship in Wentworth and the KLM Open in The Netherlands.

Gordon Dow, Warsteiner Area Manager for the UK & Ireland, commented: “As an international premium brand, we are proud to support the European Tour for the second year running. In line with our ‘Modern Class’ positioning, Warsteiner will have a high-profile presence at the BMW PGA Championship which is the perfect platform for us to highlight our rich German heritage and show the quality of our beers to our key consumer audience.”

“We are enjoying growing popularity among UK drinkers who are looking for quality beer and we believe that this new on-pack promotion will give retailers the opportunity to maximise profits and encourage repeat purchase from consumers.”

Additional marketing activities to support this year’s European Tour sponsorship include above and below the line activities, event sampling and a dedicated trade and consumer PR campaign in the UK.

Promotional neck collars on 500ml and 660ml bottles of Warsteiner will be on shelf in multiple grocers including Waitrose, Sainsbury’s, Tesco and Morrisons, and in selected independent retailers, from Monday 4th March.

Amongst Germany’s privately owned breweries, Warsteiner is the leading exporter, sold in more than 60 countries worldwide, including The Netherlands, Italy, USA, UK, France, Canada.