E.ON IBU World Cup Biathlon

The press-conference with the representatives of the Bavarian brewery “Erdinger” took place during the World Cup Biathlon Final. Werner Brombach, the owner of the company, Waltraud Kaizer, export director, and Vladimir Jossan, import director in Russia, told about the “Edinger” team and about the successful exports of their products to the Russian market.

Waltraud Kaizer: Together with the “Erdinger” team we come to Khanty-Mansiysk for the fourth time. We always have good impressions and memories about the city. It’s nice that the weather is always good. “Erdinger” exports its products into 86 countries. We are glad to work together with Russia during 6 years. Besides, “Erdinger” is a permanent sponsor of Biathlon Championships and World Cups. Our brand keeps leading position on the market not only in Bavaria and Germany, but also in the entire world. One of the most successful sorts is alcohol-free “Erdinger”. In our sponsorship of biathlon we lay special stress on this product. It contains a lot of vitamins and minerals, so that is its main advantage, which helps biathletes to achieve best results.

Werner Brombach: To confirm it I want to add that we have finished the long-time testing of the product in the leading research institute of Germany. We also have proved the positive effect of alcohol-free beer “Erdinger” on the biathletes immunity. In average the immunity of the biathletes who drink our alcohol-free product regularly went up to 60%.  Alcohol-free “Erdinger” keeps leading positions on the German market. Besides, the product is popular in Russia. During the last time our sales in Russia went up to more than 60%.

It’s because of the restrictions of the alcohol-free beer promotion – beer is equated with alcohol drinks in Russia from July, 1 2012. “Erdinger Alkoholfrei” became very urgent as it helps to fight with alcohol-related diseases. It’s a healthy product, a perfect alternative to the alcohol production.

Don’t forget that we came here firstly to support our biathletes. Magdalena Neuner’s decision to finish her sports career became a great loss for us. However life goes on, the new biathletes will come. We still are friends with Magdalena not only during the competitions, but after that.

– Are you going to extent the ‘Erdinger” team? Do you want to invite biathletes from other countries?

Werner Brombach: We always think about it. Probably, we invite French and Norway biathletes, as they keep leading positions in the biathlon world. It’s a pity, but these countries have very strict laws which forbid placing advertising of our beer even if it’s alcohol free. We will be able to do something only from 2014. We think that Darya Domracheva is a very perspective biathlete, but the Belarus market is too small and unprofitable. Firstly, “Erdinger” is a business, a desire of commercial success. I can say that we are always close to take a decision about our team extension.