CLAUSTHALER ANNOUNCES SPRING CAMPAIGN PROMOTION
“STAY ON COURSE SWEEPSTAKES” WITH CLAUSTHALER

Binding-Brauerei USA Inc. brewer and importer of Clausthaler non-alcoholic brew, is kicking off an exciting new promotion created to complement the brand’s distinct personality and image. In fact, the slogan for the sweepstakes, “Stay on Course,” exemplifies the tradition and quality associated with Clausthaler and was created to fit the brand’s distinct personality and the unique category associated with Clausthaler.
Tapping into the expanding thirst for quality non-alcoholic beer in the United States, Clausthaler is expanding its visibility through consistent messages to the consumer via creative consumer-oriented promotions. “Clausthaler has established a strong foothold within this category,” explains Binding Vice President of Sales David Deuser.
The “Clausthaler Stay On Course Sweepstakes,” from March - 15 to December, 31 2005 is planned to introduce consumers to Clausthaler through an exciting and creative promotion. Consumers may win: The Grand Prize Prize: A Golf Vacation for two at Ritz-Carlton, Amerlia Island, Florida; 10 First Place Prices: A set of 15 Warrior Titanium Golf Clubs and a Clausthaler Golf Bag; 10 Second Place Prizes; A Clausthaler Putter; and 100 Third Place Prizes: Clausthaler Golf Towels.
The Sweepstakes will be promoted at retail level through pack inserts and case cards and supported in key markets with radio buys. Winners will be announced in the first quarter of 2006 and recognized in Clausthaler’s quarterly newsletter.
“We are working to expand and tap into the consumer’s awareness that brews are like wine, there are major differences in quality and taste,” says Deuser.
To reach the untapped potential of beer drinkers, Clausthaler N.A. is being supported with innovative promotions and attractive point-of-sale materials. The consistent sales of Clausthaler are impressive.
A few years ago, non-alcoholic brews were relegated to only a few select few consumers. Today, sophistication and discrimination sharply define the beer drinker’s palate, a result of aggressive marketing along with innovative descriptive flavor terminology. Premium quality is the watchword in the marketplace. “There are are premium spirits, wines, beers and cigars and the changing lifestyles of the consumer, a consumer that is concerned over health and moderation, and one that is developing a sense of well being and good taste, has brought about a change in drinking habits,” says Deuser.
Consumers have grown more discriminating and are now accustomed to the flavorful taste of fine beers. Old-world quality and modern brewing techniques worked together to create Clausthaler. In fact, Clausthaler N.A. is brewed according to the well-known and stringent German Purity Law with malt, water, hops and yeast. Rather than remove alcohol in the brewing process, none is ever allowed to develop. Through a process called “arrested fermentation,” the beer is brewed in temperatures so cold that the yeast is only able to develop negligible amounts of alcohol-only about as much as in a glass of orange juice (0.45 percent by volume). A 12-ounce of Clausthaler has only 96 calories, 40 percent fewer than a full-strength beer.
Since its introduction in 1979, Clausthaler has become the world’s most successful nonalcoholic brew and is now available in over 50 countries. It has all of the attributes of a premium- quality distinctive German beer; a refreshing crisp brew, rich in flavor and texture without losing any of its smoothness. Clausthaler’s taste is so rich that it is indistinguishable from premium German beer.
Deuser points out that people’s palates, for foods as well as for beverages, have become more sophisticated. “Clausthaler is definitely suitable for these consumers,” added Dave Deuser. “Innovative non-alcohol brews will continue to develop a tremendous sales opportunity for Binding Brauerei USA.”