what`s brewing at binding?
Transcription
what`s brewing at binding?
WHAT’S BREWING AT BINDING? A look at news, special events, and promotions from Binding Brauerei USA, Norwalk, Conn. Importers of Clausthaler, Radeberger, DAB and Henninger from Germany Vol. One No. Two Fall 2003 Welcome to Binding Brauerei’s “What’s Brewing” – the latest news about BBUSA’s portfolio of rapidly expanding brands – Clausthaler Classic and Amber N.A., DAB, Radeberger, and Henninger. This has been an extraordinary year for the brand. Adding Amber to the Clausthaler line has increased awareness as the N.A. grabs more shelf space. An aggressive radio campaign with the ever-popular and controversial sports talk show host Jim Rome has also created some exceptional buzz. DAB continues to expand, as well, as this once niche product gains more mainstream appeal. It has experienced double digit growth thanks to the brand’s top-selling 5 L keg and 12-packs. Watch for more profits as we launch DAB Low Carb shortly. At only 1.95 carbs per 12 oz. bottle, it fits right in with current health trends and meets the competition head-on with a quality low carb German import. What’s more, it has only 92 calories per 12 oz. bottle. Radeberger is a brand that’s becoming increasingly accepted at fine, upscale dining establishments in key U.S. markets, including New York and southern Connecticut this fall. It’s the perfect complement to any fine dining experience. We welcome your input and look forward to a successful Holiday season and rousing period of growth and success for us all in 2004. Hans J. Schliebs, president; Dilip Mehta, chief operating Binding Brands Were a Sure Bet in Vegas – The gang from BBUSA traveled to the Nevada desert to taste test new DAB Low Carb at the NBWA show. The new low carb German import won hand’s down.Pulling booth duty were (left to right) Dave Deuser, Hans Schliebs, Dilip Mehta, Jim Steffann, and Jim Pyzyk. That’s Amy in the front row, a local Vegas hostess who served up DAB, Clausthaler, Henninger, and Radeberger with an ever-present smile. officer, Dave Deuser, vice president – sales, and the entire BBUSA team. ■ 2 Fall 2003 Binding Portfolio Experiences Double Digit Growth Business for Binding and its thousands of accounts is Shipments are up 39.1 percent versus the same period growing, despite the tough economy. Shipments are up in 2002, thanks in part, to increased marketing and and so are depletions, according to Dilip Mehta. distribution. Trendy, high-end on-premise accounts are beginning to stock the brand. Recent placements The success of Binding’s portfolio is due to an excep- include: tional sales team that works hand-in-hand with BBUSA’s distributor partners and their in-house sales ■ Boston – Kitty O’Shea’s, LIR, Top of the Hub, representatives. Take a look at shipments through Sept. Sunset Grill, Sunset Cantina, Washington Square 30, 2003 – Company-wide, Binding is up 22.4 percent Tavern versus the first nine months of 2002. ■ Chicago – Excalibur ■ Redondo Beach, California – Portofino Hotel & Yacht Club Shipments Grow All Year Clausthaler – Our flagship continues to grow thanks ■ New York City – Cibo ■ Santa Monica, California – Sonny McClean’s to increased marketing and consumer interest in products that lend themselves to a healthier and fitter lifestyle. Shipments from Germany were up 5.8 percent Solid Depletions Nationwide during the first nine months of 2003, versus the same Shipments are up, but so are depletions. Company- period last year. wide, BBUSA experienced 8.4 percent in depletions. DAB – DAB has hit the ground running, which is DAB – 59.5 percent this year versus last something you might expect from a brand that’s been available in the U.S. in some cities for over 45 years. Radeberger – 55.8 percent through August 2003 Now under BBUSA management, shipments are ahead compared to the same period in 2002. of last year by 49.6 percent. This number is expected to increase as BBUSA launches DAB Low Carb (1.95 Clausthaler Classic and Amber – Registers modest carbs/12 oz.) in the states. growth as well. ■ Henninger – Strong growth is also seen in this new member of the Binding portfolio with shipments up 58.3 percent this year versus last. Radeberger – Germany’s best-kept secret is becoming less and less of a secret with each passing day. Fall 2003 3 DAB Low Carb is Coming Soon Watch for the coming launch of new and has since enjoyed an international following for DAB Low Carb. With only 1.95 more than a century. While famous Munich beers are carbs per 12 oz. bottle, it beats the decidedly malty, and the Pilsners are very well hopped, pants off other low carbs with more Dortmunder beers such as DAB – often called “Cool than 2.5 carbs per 12 oz. What’s Blonde” beer – more, it contains only 92 calories fall between the per bottle, is made with all natural two. DAB is a ingredients, and is brewed accord- delicate, bottom- ing to the German Reinheitsgebot fermented export of 1516. style a beer clear with golden DAB Low Carb has a strong her- appearance, mild, itage. Brewed since 1868, DAB rep- clean taste, and resents the tradition of the largest and most famous full-bodied brewing capital of Germany – Dortmund. DAB invent- mouthfeel. ■ ed the special type of bottom-fermented lager, which became known around the world as “Dortmunder,” DAB Beer Relaunched in Boston; Chicago sales set new records Since acquiring U.S. distribution rights for DAB DAB recently benefited from a recent marketing push – Dortmunder-style lager beer in 2002, Binding Brauerei a so-called “crew drive” – by Binding sales reps from USA has reintroduced the brand in Boston to 213 on- throughout the U.S., who helped regional Binding sales and off-premise accounts. In the Chicago area, it reps Jim Steffann and Shawn Dunn open 71 new racked up 44 percent YTD sales growth. Here are the accounts. DAB is reportedly the only Dortmunder details… available in the Boston area, and can be found offpremise at accounts including Kappy’s, Yankee Spirits, DAB’s launch in the Boston area comes after a five-year Marty’s (Newton and Allston), Martignetti’s, Town and absence in the market. The American importer of the Country, Sav-Mor, Curtis Liquors, and Blanchards. classic German brew has confidence that the strong former history of the brand in Boston will translate to “DAB has great repeat sales,” said Shawn Dunn, a warm reception from aficionados of quality beer. Massachusetts/RI State Manager for BBUSA. “It has 4 Fall 2003 experienced an exceptional response from tastings we have conducted with consumers in the area.” The brand has sold over 1,000 cases in Boston since its re-introduction in June. Currently DAB is available on draft and in six- and twelve-packs. There are plans to bring five-liter cans and DAB dark to the Boston area in the near future. The “Cool Blonde” beer is also doing well in the Chicago area where one distributor, Oak Terrace Beverage in Highland Park, Ill., has offered DAB since the 1960s. Sales in the northern suburbs of Chicago and Lake County (Ill.) were up 168 percent in June 2003, and 43.5 percent year-to-date. Oak Terrace is the largest DAB distributor in the U.S., according to Binding Midwest sales rep Jim Pyzyk. “Substantial increases in this market are the result of a team effort Empty Kegs Returned for More – Oak Terrace Beverage in Highland Park, Ill., has carried DAB for over 40 years and is the brand’s largest distributor in the U.S. In fact, some 75 percent of Donald Innocenzi’s (center) on- and off-premise accounts in the northern suburbs of Chicago and Lake County, Ill., carry the popular 135-year-old Dortmunder brand. “People know the name around here, especially eastern European immigrants living in the area,” he says. “It was one of the first draft beers imported from Germany.” Donald tells Binding’s Ed Gustafson (left) and Jim Pyzyk, “Our goal is to make it a mainstream beer.” The three posed with a wall of 300 empty 50-liter DAB kegs ready to be refilled back in Germany. Donald adds, “We’re on the right track with DAB and with Jim and Eddie aboard, they know what it takes to move beer in the Chicago market.” by all Chicago wholesalers getting behind the brand. They find that if they place it, it will sell.” ■ BIN Cover Story Features BBUSA In case you missed the “While not a huge portfolio, Binding’s growing collec- September cover tion of quality German brands does include some of the story in BIN – Beverage most recognizable names in the imported beer business Industry News – here’s – among them Clausthaler, the world’s best selling non- what editor John Coleman alcoholic brew. 2003 had to say about the sales and marketing arm of one “With a portfolio rounded out by Radeberger, DAB, of and Henninger, Binding Brauerei USA, a self-proclaimed Germany’s largest brewing conglomerates: ‘long-term’ player in the U.S. beer market, is growing its business by implementing strong marketing and promo- “The Binding Brauerei USA portfolio is comprised of tional activities designed to move product and enhance on- unique brands that mesh nicely with the company’s and off-premise profitability. ■ brand building strategy of quality over quantity. Fall 2003 5 Sampson Brings Strength to Southern Market Adding strength to Binding’s He’s a former Boy Scouts of America scoutmaster, and portfolio in the southeast is facilitator for the American Cancer Society. new district manager Chris Sampson. Before joining Chris hit the ground running in September with a two- Binding, Chris was formerly day crew drive throughout the Atlanta area, his new sales representative for the stomping grounds. The effort resulted in 56 new Smart & Final/Cash N Carry DAB placements and 30 for Clausthaler, You can Food Service Division, and reach Chris at [email protected], or on cell at district manager for Alta Marketing and their line of 404 433 4453. ■ Crystal Geyser water and beers including Clausthaler. Radeberger Pilsner Featured at Michael Jackson’s German Beer Tasting “The Elegance of a Great Pilsner” Over 350 sophisticated beer lovers from the D.C. area sampled nine imports during a presentation of the “Great Beers of Germany,” a public event hosted by the National Geographic Society, whose company cafeteria became a beer garden for the evening. The audience included gourmets, restaurateurs, barkeepers, passionate beer aficionados, and food and beverage media. Jackson praised Germany as one of the great beer brewing countries of the world and began the evening with Radeberger Premium, served by volunteers from Celebrated beer writer Michael Jackson signs an autograph during a German beer tasting at the National Geographic Society in Washington, D.C. Michael Jackson, the irrepressible beer maven, featured Binding Brauerei’s Radeberger Pilsner during a soldout tasting event in Washington, D.C., on March 19th. Brewers United for Real Potables (BURP). “I never met a beer that was too hoppy,” said the beer writer as he explained that Radeberger’s survival during the dark days of communist East Germany is a testimony to the fame of the beer. 6 Fall 2003 “Radeberger has the elegance of a great pilsner, and Representing Radeberger at the tasting were Binding behind its elegant façade is a good, robust structure,” Brauerei USA’s (BBUSA) Chief Operating Officer Jackson said. Dilip Mehta, International Marketing Director Michael Heinrich, Ph.D., from Germany and Maryland area “We’re thrilled to have Radeberger in the U.S.,” said sales consultant Art Brzostowski. Jackson, whose web site, beerhunter.com, is a treasure trove of information about distinctive beers from “Michael Jackson is the best-known and most widely around the world. published writer on beer,” said Binding’s Dilip Mehta. “His are the best selling books on beer in Germany. We Michael Jackson has been writing about malt drinks are flattered he chose to recognize Radeberger’s taste in (beer and whiskey) for the past 30 years. He is the most front of connoisseurs who know their beer.” widely published writer on the subject with 13 books in 16 languages. As Michael Jackson himself likes to say, “If taste-alike, bland, light lagers are all you drink, you’re missing out on a whole world of beer.” ■ Radeberger returns to New York After an absence of at least 100 years, Radeberger Pilsner returned to the Big Apple with its recent launch at Cibo, known for its American cuisine with Tuscan-inspired influences. According to the 2001 Zagat’s Survey, “In the Tudor City ‘dining wasteland’ is this ‘serious’ Italian that’s welcomed for its ‘well-crafted seasonal menus,’ ‘kindly’ disposition, ‘classy, refreshing’ ambiance and weekend brunch that ‘makes any Saturday feel like a special occasion.’” It’s our kind of place. Cibo is located at Cibo owner Ray Gilmore (left) and Ralph Mauriello (center), coowner of S.K.I. Beer Corp. in Brooklyn, join Binding’s Jim Steffann for the launch of Radeberger in New York City. Says Ray, “I heard great things about Radeberger and wanted it in my place once it became available. The glassware is stunning. You rarely see a pilsner glass in New York. Radeberger’s packaging is exquisite.” Adds Jim, “It has been a dream of mine to introduce Radeberger – the classiest beer in the world – to the classiest city.” 767 2nd Avenue; 212 681-6773; www.cibonyc.com. ■ Fall 2003 7 Rome is burning up the airwaves for Clausthaler generation. As host of the nation’s premier sports radio talk show, as well as his daily television program on Fox Sports Net, Rome is one of the most respected interviewers in sports broadcasting. Known for his aggressive, This fall, Binding Brauerei USA again teams up with informed, rapid-fire dialogue, Rome has established millions of “Rome’s Clones,” the legion of fans dedi- himself as the top choice of athletes and fans when it is cated to Jim Rome and his nationally syndicated sports time to know what is going on beyond the scoreboard. talk radio program. Clausthaler Premium Non-Alcoholic will be an official sponsor through Dec. 22 with a cam- Rome’s nationally syndicated radio program, The Jim paign urging listeners to, “Stay on course” through the Rome Show, a.k.a. The Jungle, airs on more than 200 holidays. Each day, Rome reads a live spot in support of radio stations each weekday and boasts more than 2.5 the brand. million listeners. To learn more about this radio powerhouse, see www.jimrome.com. ■ Perhaps the most respected voice in the world of sports broadcasting, Rome is the leading opinion-maker of his Going Hollywood Binding continues to roam the studios of Hollywood seeking opportunities to provide Clausthaler product and signage to a variety of sets. So far Clausthaler identification has appeared in Yes Dear, Good Morning Miami, 8 Simple Rules, and Queer As Folk. As an added bonus, this exposure can last for years as each show goes into syndication and is aired repeatedly on stations nationwide. The distinctive Clausthaler neon appeared prominently in this Oct. 8 episode of the hit CBS sitcom, King of Queens. The logo was on-camera for approximately 20 seconds and reached over 13 million viewers. Millions more will see it when the episode, called “King Pong,” goes into syndication. The sign is positioned behind the character dancing on the bar and is the same neon available to on-premise accounts nationwide. Just ask your sales representative for information about how to secure one for your establishment. The campaign was designed by Binding’s Dilip Mehta who says, “Each of these placements has aired one or two more times in reruns to register over 100 million impressions for the popular N.A.” ■ 8 Fall 2003 BBUSA brands support Calif. Hopfest 2003 Binding was there in force as All BBUSA brands received exposure among the 1,300 the attendees, and best of all, helped raise over $35,000 for Volunteer Center of Alameda County held its 10th youth programs and volunteer services. ■ annual Hopfest in Pleasanton, California. Binding, one of over 55 breweries at the event, poured Radeberger draft, and bottled Henninger, DAB, and Clausthaler Classic and Amber in support of this worthy cause. Clausthaler also sponsored The Responsible One Driver Program. Here’s how it worked: each designated driver, a.k.a. the “Responsible One,” received a Clausthaler T-shirt, one Clausthaler glass, and an unlimited supply of Clausthaler to drink during the event (hey… why not? It’s low calorie and non-alcoholic, so go to town). Binding also donated $250 for Coming Back for More – Michelle Cattaneo, Binding’s sales representative for northern California, staffed the recent Hopfest promotion and reported many participants returned to sample Radeberger throughout the day. taxi cab rides to be used by event participants who, well, let’s just say, didn’t drink Clausthaler. Barley Wine Fest downs 10 kegs of Radeberger One reason BBUSA is so committed to promotion is that it works. In the case of the Toronado Barley Wine Festival in San Francisco earlier this year, over 10 kegs were sold in a single day. There were some 50 barley wines on tap, but Radeberger was the only pilsner. The Toronado is one of San Francisco’s finest multi-tap ale houses (www.toronado.com). ■ Holy Toronado! – Fans of the Toronado, which marked its 15th anniversary last summer, judged a few of the brews available during the bar’s infamous Barley Wine Festival. Fall 2003 9 Clausthaler stays the course with Bashas radio promotion in Ariz. From there, 10 finalists were drawn to putt for the gold at Bashas #186 in Chandler, Ariz. The prize packages for all competitors included a case of Clausthaler and a case of glassware, golf for four, dinner for two at Kona Grill, and Clausthaler and KTAR Radio imprinted apparel. The end result: Southern Wine & Sprits of Arizona says the promotion increased Clausthaler sales by 71 percent for the month of May. Playing Around – The finalists in the Bashas Putt to Pebble Beach competition gather in the Bashas store in Chandler, Ariz., before trying their luck on a miniature golf course. “This promotion was a win-win for everyone. The For the second year, Clausthaler conducted a promo- retailer received recognition through radio, the distrib- tion at Bashas in Arizona. Through radio ads on utor gained increased sales, consumers had the oppor- KTAR, consumers were invited to come to the store for tunity to win prizes including the golf trip of a lifetime, a chance to putt for a trip to Pebble Beach and $5,000 and finally, Binding helped build awareness for in spending money. The radio station received over Clausthaler in the state,” says Dave Deuser, vice presi- 1,000 entries through e-mail and printed entry forms. dent of sales. ■ Radeberger celebrates end of summer at A La Carte event in San Francisco Radeberger Pilsner return- restaurant pavilion. Multiple sales locations throughout ed as the Official Import the festival featured Radeberger as the festival’s Beer Sponsor of “The selected import beer. Taste of San Francisco,” A La Carte, A La Park. The Prominent banner signage, concessions staff in imprint- event brought noted San ed shirts and hats, and popular branded stein glasses Francisco restaurants, nationally acclaimed entertain- assisted Radeberger in outselling the domestic beer brand ment, and a variety of beverages together in Golden at the three-day event. The festival also offered the Gate Park for this 19th annual culinary festival. opportunity to sample Clausthaler Classic and Amber Radebeger proudly sponsored the International Cuisine to the targeted young adult audience of 20,000. ■ 10 Fall 2003 Binding across the U.S.A. Knoll’s Knows Best – Want to know everything there is to know about German beers? How to serve it? pour it? even what kind of glass to use? Buy a lunch or dinner at Knoll’s Black Forest Inn and if you’re lucky, Ronald Knoll, son of the founders, will teach you a thing or two.This We can’t live in a brewery all our lives, so from time to authentic 43-year-old German restaurant in Santa time they let us out to visit with off-premise accounts Monica is where residents of Los Angeles received their and the people who serve Binding products in fine first taste of Radeberger pilsner many years ago. “We dining establishments and bars nationwide. Here are believe in the importance of proper glassware,” Ronald some scrapbook pages from a recent road trip. says as he pours Radeberger into a special 16 oz. stein. Breakwater’s Best – First “We try to recreate the German ritual of correctly serv- stop on our excellent adven- ing beer. It takes a lot of patience to pour the right head ture to the Golden State was on a glass of Radeberger, but it’s worth it,” he says. the Portofino Hotel & Yacht “It should come out looking like an ice cream cone. Club, home of the Break- We want the foam to be creamy – that’s the sign of a water restaurant in Redondo fresh beer.” ■ Beach, Calif. There, restaurant general manager Party Time – “Every Jennifer Grosskopf met us party with a few cool steins of Clausthaler should stock N.A.,” Germany’s best-kept secret, world class Radeberger pils- says Roy Miller, gen- ner. It’s the fine steak, jazz and seafood restaurant’s eral manager of Ray’s only import on draft. The Breakwater overlooks 100 of Wauwatosa, Wisc. boat slips where, yes, room service will deliver Rade- He says N.A.’s have berger right to your yacht. The brand is distributed by grown in popularity, especially since tougher driving Haralambos Beverage Co., City of Industry, Calif. laws went into effect. “When we plan a party for peo- ■ ple, we always suggest an N.A. such as Clausthaler. It’s (For more information: www.hotelportofino.com) an excellent product at a good price,” he says. Doing Fall 2003 11 particularly well is Clausthaler Amber. “The typical DAB is a delicate bottom-fermented lager that has a N.A. customer is accustomed to drinking beer and clear golden appearance, a mild and clean taste, and a turns to Clausthaler Amber for its beer taste.” ■ firm body. A Better Brand – “We put it on display, draw attention to it, and the People are starting to brand takes over,” he tells Bindings Jim Pyzyk (center) once again re-discover and Ed Gustafson. “My customers love imported DAB in the Midwest, beers.” ■ even though the brand has been around for Nashville Rocks – years, says Jeff Miller Mike and Pat Nash of Better Brands Distributing, Inc., in Germantown, (that’s Wisc. He says the new 12-pack format is one of their Clausthaler shirt), are best success stories. “The market has almost all gone to an institution in the 12-packs. In fact, 50 percent or more of our imports are beer business. They in 12-packs now,” says Jeff, who often participates in both run Nash Distri- local charity beer tastings to build positive word-of- butors, Inc. – established in 1888, it’s now located mouth. He especially likes the 5-liter containers Carlstadt, N.J. Pat, vice president of sales and a fourth (above). generation beer man, tells us DAB has been carried by Pat in the Nash for 20 years with recent sales up 45 percent in the “We’re really pushing DAB, which is not hard to do five counties they cover in northeastern New Jersey. In because it’s a high quality product. Our drivers have honor of the brand’s growth, Jim Steffann (left) pres- a big responsibility to make sure DAB is delivered on ents Pat with a Binding mug to add to their collection of time and well-positioned at off-premise accounts.” over 200 mugs assembled over the past 30 years. ■ You gotta know the territory: Miller’s distribution busi- Always ness serves an area of 200,000 people north of The Dutchman’s Rick Milwaukee in Ozaukee and Washington counties. ■ Schmid (left), grand- Fresh – son of the founders of Promote It to Sell It this institution on the “The secret to selling New DAB is to promote it,” proudly shows off the says Nick Vaselopulos restaurant’s DAB porcelain stanchions to Robert of Foremost Liquor Bischoff, owner of DAB’s local distributorship, Beer Center in the Jefferson Import Co., Union, N.J. The Dutchman’s has served Park area of Chicago. DAB for 45 years, and currently features 12 taps, mak- Jersey shore, 12 Fall 2003 ing them the largest DAB distributor in the state. “It’s center. Says John, “People are noticing the new DAB the best German lager we serve,” says Rick, who is packaging. It definitely makes a difference.” ■ often asked to mix a half and half – it’s a Dutchman’s tradition, part DAB Light and part DAB Dark in the The same glass – a treat for true aficionados. Choice for Sailors – People Responsible joke that Adding to the décor are 50-year-old DAB lights, and Annapolis is a “drink- even the menus have DAB logos on them. Adds Bob, ing town with a sailing “If you want a good German draft beer, go somewhere problem.” But land- that sells a lot of it. There’s always a fresh barrel on lubbers tap.” ■ alike can drink Claus- and sailors thaler anytime, anyplace. That’s beer manager John Cool Blonde – Cole (left) of Bay Ridge Wine & Spirits, rolling out Dortmunder beers a fresh supply with Art Brzostowski of BBUSA. such as DAB, from Cole says, “Clausthaler is one of our better-selling the N.A.’s.” ■ largest and most famous brewing capital of Germany, are nicknamed Blondes.” often “Cool Perhaps no blonde is cooler than Valerie Pine, the Binding promotion representative who, dressed in authentic garb, kept things jumping during Binding’s “What’s Brewing” is edited by Blumenfeld the party on the Dutchman’s outside deck called “The and Associates, Inc. PR, Rowayton, Connecticut, Quelle.” There were plenty of imprinted beer glasses, Tel. 203 855 9400; [email protected]; blumen- T-shirts and, of course, DAB to go around when she feldpr.com partied with the locals. ■ The Team from Beer Import Co. – Binding Brauerei USA Inc. Bob Bischoff, owner 194 Main Street · Norwalk, CT 06851 (second from left) Phone: (203) 229-0111 takes time out to Fax: enjoy the sunset at E-Mail: [email protected] the Dutchman’s with www.clausthaler.com (203) 229-0105 account manager Bob Sweeney (far left), and sales www.radebergerusa.com manager John Donohue (far right). That’s Val in the www.dab.de