US Beverage signs deal with Erdinger

US Beverage has become the exclusive importer and sales and marketing partner for Erdinger in America after signing a deal this month.

The agreement, which sees USB becoming the exclusive US importer, as well as provide sales and marketing support, for the German wheat beer brand’s portfolio and assist in it expanding to new markets.

Speaking about the deal, USB vice president, brand development Kris Sjolander said: “Wheat beers are gaining momentum in the US as consumers seek distinct flavours and characteristics, and the Erdinger portfolio is an exceptional example of how delicious this category can be.”

Erdinger Weissbräu senior regional sales director Michael Austermayer explained: “The US market is an important one for Erdinger and when we looked for a new sales and marketing partner, the US Beverage team was the clear choice. Their experience and systematic approach will be vital to our expansion and as another family-owned business, they share our values.”

Sjolander added: “Retailers and beer lovers alike are excited by the Erdinger name, and we are thrilled to help them grow in the US.”

As part of Erdinger’s marketing drive over the past few years, the brewery set out to remind wheat beer drinkers of the importance of both yeast and a foamy head by sharpening the focus on its serve.

Speaking about the brand, Erdinger Weissbräu marketing director Wolfgang Kuffner insisted that “wheat beer needs a big foamy head to help retain its freshness and soften it in the mouth to give a smooth taste” and highlighted how “Erdinger beers are brewed with only natural ingredients in accordance with the Bavarian Purity Law and using the ‘Bayerische Edelreifung‘, or double maturity, method”.