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Holsten now found in San Francisco eateries.

Holsten now found in San Francisco eateries

In a big on-premise push by its brewer and American importer, Holsten Premium and Dry beer can now be found at some of San Francisco's top dining spots.

According to Holsten Import Corp., the brands' U.S. agent, getting Holsten on the beer lists of the city's top establishment was no easy task. "In a highly competitive market like this, it's been a case of hand-selling," said Mike Wasteney, Holsten's regional vice president. "You really have to convince restaurateurs that you're offering a superior product, and that you'll be there to support them in any way you can." As a result of this work, Holsten's on-premise sales have jumped 40 percent, according to Wasteney.

At Wolfgang Puck's Postrio, Holsten Dry has found a home. "People were asking for dry beer," said beverage manager Ron Harmer. "We chose Holsten because it was the best dry around. It's a great beer that really fits a niche for us."

At the Fog City Diner, recently made famous by the Visa Card television ad, Holsten Premium has just been discovered. "We don't serve a light beer, so we suggest Holsten Premium instead," explained managing partner Joe Peck. "At first, people are a little skeptical but once they try it, they 're sold."

Klaus von Mueller, executive vice president, Holsten Import Corp., sees the recent on-premise success as a positive sign that his beers are finally getting the recognition they deserve. "This market segment is important to us because it enhances the high-quality image we want to project. We're even looking to introduce a specialty draught beer in the future."

PHOTO : THE FOG CITY DINER is one of several top San Francisco restaurants to serve Holsten beer. Joining Fog City manager Christina Carminati (center) are Mike Wasteney (left) Holsten's regional vice president, and Klaus von Mueller, executive vice president, Holsten Import Corp.
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Title Annotation:Holsten Premium and Dry beer
Publication:Modern Brewery Age
Date:May 13, 1991
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