CLAUSTHALER AND RADEBERGER SCORE TKO IN
“MILLION DOLLAR BABY”

NORWALK, Conn. (Jan. 21, 2005) – Binding Brauerei’s Clausthaler NA and Radeberger brands scored a TKO with visual identification in the new film “Million Dollar Baby,” the Clint Eastwood flick about a hardened fighter-cum-trainer who works with a determined woman in her attempt to establish herself as a boxer. Clausthaler and Radeberger banners appear in the movie during her big bout.
The film stars Academy Award winners Clint Eastwood, Hilary Swank, and Morgan Freeman, and is directed by Eastwood. Clausthaler and Radeberger banners were clearly seen around the ring and in the arena during a central boxing match. Moviegoers get the impression that both brands were sponsors of the competition.
“This is the latest result of a Hollywood product placement campaign we started a few years ago to build awareness for Binding brands,” said Dilip Mehta, Chief Operating Officer of BBUSA. “Product placement is a subtle way to reach large audiences. It is by nature integrated into the content of the story, not an interruption of it. As such, it has even more impact than an advertisement.”
According to Mehta, the company’s product placement agency has also created exposure for Binding brands on television shows such as Yes, Dear; King of Queens; Good Morning, Miami; and Queer as Folk.
BBUSA, a subsidiary of Radeberger Gruppe AG in Frankfurt, was established in June 1999, and now imports and distributes Radeberger Premium Pilsner, Clausthaler Classic and Amber Non-Alcoholic, DAB Original and DAB Dark, and Henninger beers. The company also markets DAB Low Carb, one of the first low carbohydrate light beers imported to the U.S. by any major German brewer. It contains a modest 2.0 grams of carbohydrates per 12-ounce bottle, the lowest carb content of any beer on the market.
BBUSA is located at 194 Main Street, Norwalk, CT 06851; tel. 203 229 0111; fax 203 229 0105;
www.radebergerusa.com;
www.clausthalerusa.com