Hacker-Pschorr Teams Up With Yakima For July Promotion; Hacker-Pschorr Offers 'Pswheat' Sweepstakes and Rebate Offers

Business Wire, May 6, 2004

Business Editors

WHITE PLAINS, N.Y.--(BUSINESS WIRE)--May 6, 2004

Hacker-Pschorr and Yakima have teamed up for a cross-promotion this July that will offer consumers a cash rebate on any Yakima roof top cargo box and a chance to win a Yakima Platinum Pro 16S roof top cargo box.

The Hacker-Pschorr/Yakima sweepstakes begins July 1st and runs through August 15th. Six winners will be chosen including one national winner and one winner each in Illinois, Michigan, Minnesota, New Jersey and Wisconsin. Sweepstakes entry forms will be featured in both on-premise and off-premise accounts.

In addition to the sweepstakes, off-premise accounts will feature a $25 consumer rebate off any Yakima roof top cargo box that is purchased between July 1st and August 15th, redeemable at any Yakima retail outlet, where legal. Yakima and Hacker-Pschorr have produced inflatable display enhancers to be used both on and off-premise to promote the rebate and sweepstakes.

Consumers visiting on-premise accounts can get involved with the promotion using the Hacker-Pschorr interactive game coaster. The "tic-tac-toe" coaster features game pieces with Hacker-Pschorr and Yakima icons. Intended as a fun on-premise activity for bar patrons the interactive coaster supports the focus on Hacker-Pschorr's Weisse style with the game artwork featuring a wheat field.

The July promotion is a continuation of Hacker-Pschorr's "Pswheat!" campaign featured on POS and all promotional elements. Pronounced "Ps-sweet" - the new tagline brings together traditional and modern elements including the brand's wheat style of beer, the play off the "P" in Pschorr and the popular saying - "sweet" - used when people see or experience something cool, unexpected or awesome.

"Pswheat" is featured on "take-one" Hacker-Pschorr logo stickers that consumers can stick on sporting gear or their Yakima roof top cargo box. The sticker tear pads can be used both on and off-premise.

Also produced for the July promotion is a case card decoration using the "Pswheat" tagline to re-enforce the theme of the promotion.

"The Yakima and Hacker-Pschorr brands share a common consumer that pursues an active, outdoor lifestyle," commented Mary Anschutz, brand manager for Hacker-Pschorr at Star Brand Imports. "Consumers will use their roof top cargo box to carry their snowboard, backpacks, kayaking gear or other outdoor equipment, then meet up with friends at the end of a day of adventure to enjoy a Hacker-Pschorr Weisse and relive their 'sweet' experience."

All promotional items will be available for execution in July.

About Hacker-Pschorr:

The history of the Hacker-Pschorr brewery, in Munich, Germany, can be traced back as far as 1417. Hacker-Pschorr is available in Weisse, Weisse Dark, Original Oktoberfest and Munich Edelhell.

About Star Brand Imports:

Star Brand Imports, based in White Plains, NY, 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 from Ireland; Affligem, brewed in Belgium and Fischer, imported from France. A member of the Heineken Group, Star Brand Imports was established in 1980 as Fischer Beverages International - the American affiliate of Brasserie Fischer S.A. in Strasbourg, France. In 1996, Brasserie Fischer S.A. was sold to Heineken. For more information, please visit www.starbrandimports.com.

About Watermark

WaterMark is a leader in technical products for outdoor recreation and manufactures and distributes the Yakima(R) line of car racks along with the Rhode Gear(R) line of vehicle racks. WaterMark also designs and manufactures the industry's most complete line of whitewater, touring and recreation kayaks. It includes the brand names Dagger(R), Perception(R) and Mainstream(R), as well as the Harmony(R) line of paddlesports accessories, AT(R) Paddles, and the SOSPENDERS(R) line of personal flotation devices. It has offices in Easley, South Carolina and headquarters in Arcata, California.