Mönchshof, the German market leader in specialty beers sold in flip-top bottles (Source: AC Nielsen), is sponsoring the FIS Team Tour's top winter sports event special disciplines and Alpine skiing events for the first time. From the end of January 2009, Mönchshof will begin comprehensive promotional activities at a total of eleven contests during the new "TelDaFax FIS Team Tour" and at Alpine Skiing events where they will have exclusive bars serving beer, mixed beer drinks and non-alcoholic beer.
Markus Stodden, Executive Director in charge of Marketing and Sales at Kulmbacher Brauerei AG, said: "Our new commitment to these top winter sports events will help us to win over new customers for 'Mönchshof' specialty beers and confirm existing customers in their choice of our specialty brand. In addition, the cooperation will strengthen our media presence across Germany. We look forward to the new challenge. It will help increase awareness and recognition for the Mönchshof brand."
Extensive promotional activities
Mönchshof, the Kulmbacher Brauerei specialty brand, will be granted the exclusive serving, advertising, product and service rights for beer, mixed beer drinks and non-alcoholic beer at the three "TelDaFax FIS Team Tour" jumps in Willingen, Klingenthal and Oberstdorf, as well as at Alpine ski events in Garmisch-Partenkirchen and Ofterschwang. "Our commitment to the FIS World Cup events will help us to further strengthen and expand the level of recognition and market position of our Mönchshof brand as the number one flip-top beer (Bügelbier) specialist in Germany," stresses Andreas Esser, head of marketing at Kulmbacher Brauerei AG.
"Our new sponsorship commitment to the special disciplines of top-calibre winter sports offers the best conditions for this and perfectly complements the existing presence of the Kulmbacher Brauerei brand in sports at 1. FC Nuremberg and Brose Baskets, Bamberg, as well as the Mönchshof brand at the Mönchshof Triathlon in Kulmbach," Esser added.
Stefan Krauss, marketing chief of the German Ski Association, is very much looking forward to working with Kulmbacher Brauerei in future: "This deal confirms the expectation that together with our marketers SPORTFIVE we would win new, attractive and powerful sponsors for winter sports. We firmly believe we can jointly achieve our objectives with Mönchshof."
"This cooperation is a perfect example of how sponsorship ideally works: Kulmbacher Brauerei can tap into new target groups for the 'Mönchshof' beer brand while continuing to build loyalty among existing customers. This will be achieved both through the bars at the event and through advertising presence in the media," said Philipp Hasenbein, Managing Director of SPORTFIVE.
The Kulmbacher group is a network of strong regional brands and one of the leading beverage producers in Northern Bavaria and Saxony. It unites the brands of Kulmbacher, Mönchshof, Kapuziner, EKU, Bad Brambacher, Roxi, Scherdel, Sternquell and Würzburger Hofbräu. The high quality of the beer specialties is evidenced in numerous awards from the German Agricultural Society (DLG), and safeguarded by state-of-the-art breweries and painstaking care that the Kulmbacher group's master brewers bring to their craft.
(Source: Sportfive)
