Star Brand Imports - Weekly Specialty & Import Beer Report

Modern Brewery Age, March 8, 2004

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Caption: Star Brand Imports of White Plains, NY, has announced that it will offer a May promotion with rebates on HackerPschorr beers in national off premise accounts, where legal. The May promotion is the first of Hacker-Pschorr's new campaign utilizing the tagline "Pswheat!" to feature the brand's authentic German wheat style beer. Hacker-Pschorr will offer rebates in May for $8.00 off a case (or equivalent) and $4.00 off every 12-pack (or equivalent). "Last year Hacker-Pschorr experienced volume growth that was way above the average for imports and other German beers," said Mary Anschutz, brand manager for Hacker-Pschorr and Paulaner at Star Brand Imports. "We're giving our Hacker-Pschorr consumers a 'Pswheat' deal with rebates just as the summer weather starts. This should help to build volume as we head into the high-volume season." The May campaign introduces Hacker-Pschorr's new exclamation "Pswheat!" featured on new POS and all promotional elements, Referring to Hacker-Pschorr's signature Weisse brew, Anschutz said "Pswheat!" speaks to the brand's younger adult key consumers.