Beers of the world - new beer products and marketing campaigns

Modern Brewery Age, July 15, 1991

The Paulaner portfolio now includes Paulaner Premium Lager, Okotberfest, Hefe-Weizen, Salvator, Ligth and Thomasbrau.

St. Killian's Announces Strong Wheat Sales

According to St. Killian Importing Co., Inc., of Kingston, MA, sales of the company's Julius Echter Weissbeer were up over four percent in 1990. This despite a glass shortage in Germany which St. Killian says constrained exports.

St. Killian reports promotions for the weissbeer continue in All About Beer magazine, and the company has made promotional glassware available to wholesalers. "The weissbeer glasses continue to be an excellent merchandising and promotional tool," reports company president Hank Hague, "and can be merchandised with the weissbeer six-packs. The best way to sell weissbeer on-premise is demonstrating how it is poured." Hague notes that Julius Echter is a hefe-weissbier, which is packaged with its own yeast. The consumer can thus choose the pour the yeast into the glass with the beer, or decant the bottle more carefully to leave the yeast behind.

St. Killian's also noted good sales for Wurzburger Octoberfest, although the company said the German glass shortage also contributed to a late arrival for that product. In addition to Octoberfest, St. Killian's is importing Wurzburger Maibock, Holiday Beer, Wurzburger Light Bavarian Pilsener and Wurzburger Bavarian Dark Beer.

According to St. Killian's, the company's American market objective is to serve as the leading importer of "special niche" German beers which include weissbeer, maibock, octoberfest and holiday; together with quality Bavarian pilsener and dark beers. St. Killian's noted that seasonal products can be combined with year-round products in one container.

Sapporo Bolsters Product Support

Sapporo U.S.A., has announced that it will continue promoting its brands aggressively in the U.S. market. The company noted continued sales growth in 1990, and pointed to a continuing upward trend in early 1991.

The company reported that 1991 promotional efforts will include a mix of price promotion, incentive promotion and consumer coupon programs.

Simultaneously, the company has started a large-scale advertising campaign. According to Sapporo, the campaign will include extensive outdoor advertising, backed up by radio and trade-press advertisements.

New P.O.S. materials have been developed, Sapporo says, and newly-developed truck and van decals will be offered to wholesalers.

Labatt's Reports Growth

For 1990, Labatt's U.S.A. announced a six-percent sales increase. The company added two products to its portfolio in 1990, Moretti and Clausthaler non-alcoholic. These brands join ranks with Labatt's Blue, Blue Light, 50 Ale and Canadian Dry.

According to the company, promotional efforts in 1991 have included a T.V. sponsorship of the Stanley Cup Playoffs. Further sports sponsorships include support for the Cleveland Cavaliers, Detroit Red Wings, Buffalo Sabres and Philadelphia Flyers. In addition, the Labatt's "summer towel" consumer promotion will run again this year.