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Hudepohl-Schoenling goes international with Whitbread.

Hudepohl-Schoenling goes international with Whitbread

Cincinnati's brewery has long been known as a brewer of regional specialty beers, from Christian Moerlein Dopple Dark to Little Kings Cream Ale. The company is now branching out, serving as an importer of specialty beers from some of the world's most renowned breweries, including Whitbread PLC.

Hudepohl-Schoenling will now handle Whitbread Pale Ale and Mackeson Stout in this country. Both beers have received critical acclaim. In particular, Mackeson Stout has been called the world's "definitive sweet stout" by well-known beer critic Michael Jackson.

According to Hudepohl-Schoenling president Ken Lichtendahl, the company hopes to provide certain advantages to wholesalers. "We will be able to provide wholesalers with specialty beers in the amounts they need," he reports. "Not too many distributors want to start off with a full container-load. We'll be able to provide them with a pallet-load if they want it.

"We want to make these products accessible to wholesalers," says Lichtendahl. "The American public wants quality, and when there's that demand, the wholesalers want to provide it to them. Our goal is to assemble a stable of specialty products," he continues, "with quality and tradition as a foundation. We are building a `family' of distinctive products with strong global identities."

Also on hand was Tony Derry of Whitbread. "It's all about brands today," Derry said. "With the consolidation and globalization of trademarks today, there are fewer surviving brands, and those that have developed a global identity have become very valuable. People are getting more selective.

"When we looked for a distributor we were looking for a company that would provide good service and allow us to develop a personal relationship," Derry continued. "We didn't want someone with a fat portfolio - we wanted a company that was hungry."

PHOTO : TODAY CINCINNATI, TOMORROW THE WORLD - Hudepohl-Schoenling of Cincinnati has begun importing a wide range of international specialty beers to supplement their in-house portfolio. Pictured here (from left to right) Ken Lichtendahl, president, Hudepohl-Schoenling; Tony Derry, Whitbread; and Mike Schott, Hudepohl-Schoenling's vice president of sales and marketing.
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Title Annotation:to import Whitbread PLC beers
Publication:Modern Brewery Age
Date:Aug 6, 1990
Words:340
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