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Wednesday, 30 May 2007 |
Warsteiner Importers Agency has announced the unveiling of new graphics for its Dunkel brand. The company says that while the new graphics maintain the basic images associated with Warsteiner, the redesigned Dunkel package will be more easily identified on the shelf and will better differentiate itself from other Warsteiner products. The new package graphics will apply to the bottle label, 6-pack carrier and the 12 pack carton.
 "Dunkel was already a fast-growing product for us," says Pat McEntee, brand director for Warsteiner Importers Agency. "This great new package has us excited about the possibilities of continued strong growth."
Warsteiner Dunkel is one of the leading imported German dark lagers and has outpaced the growth of the overall US import category by growing 20 percent in 2006, according to IRI scan data.
"We've also been able to make great strides with Dunkel on-premise," says McEntee. "Keg sales are up 26 percent in 2007 so far after having a big year of growth in 2006."
The company describes Warsteiner Dunkel as a smooth, easy-drinking dark lager with a medium-bodied palate, toasty malt and mocha aromas, as well as a subtle hop bitterness that it says many US consumers prefer. Along with Warsteiner's flagship brand, Warsteiner Premium Verum, Dunkel is brewed according to the German Purity Law of 1516 and uses pure local forest spring water with no preservatives, chemicals or additives.
"We know we have a fantastic product inside the bottle and we're hoping this new package will attract new consumers," says McEntee. "We feel strongly that once we get our product in the hands of the consumers, we will win over many new permanent Dunkel fans."
Warsteiner has been brewing beer in Warstein, Germany since 1753 and is currently exported from Germany to over 60 countries internationally. Warsteiner Importers Agency (WIA) began importing Warsteiner Premium Verum to the US in 1981. Since then WIA has added Warsteiner Premium Dunkel, Warsteiner Premium Fresh (non-alcoholic), Warsteiner Premium Oktoberfest (seasonal) and Konig Ludwig Weissbier to its lineup.
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