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Radeberger Gruppe toasts Reinheitsgebot.

Radeberger Gruppe USA is conducting a "Deutsches Bier" campaign to celebrate the 500th anniversary of Germany's Reinheitsgebot (Beer Purity Law), a celebration that will extend throughout the year. The Deutsches Bier campaign includes the first-ever, limited U.S. national release of the rare Radeberger Pilsner Unfiltered Zwickel, the first Radeberger brewmaster U.S. tour and limited-edition retro Radeberger labels. In the photo above, taken in New York City (L. to R) Sascha Brand (VP of Sales, Radeberger Gruppe USA), Anthony Giardina (Executive VP of Sales, Radeberger Gruppe USA), Hans-Joachim Schliebs (President, Radeberger Gruppe USA), Armin Buehler (Senior Marketing Manager, Radeberger Gruppe USA), Udo Schiedermair (Brewmaster, Radeberger Brewery), and Dilip Mehta (COO, Radeberger Gruppe USA) toast the program. Mr. Schiedermair tapped a keg of Radeberger Pilsner Unfiltered Zwickel at the event. While Radeberger Zwickel is the same brew as Radeberger Pilsner, it is an unfiltered version that is seldom available outside of the brewery in Radeberg.

"As Germany's largest brewing group, we see ourselves as ambassadors of German beer culture with a diverse and definitive array of beer styles," says Mr. Buehler. "Our Deutsches Bier campaign salutes the milestone of the Reinheitsgebot's 500th anniversary and marks a new era of German beer embracing the future with innovative, forward-thinking brews."

As part of the celebration, Radeberger is providing qualified U.S. accounts with a limited release of Radeberger Pilsner Zwickel. To further commemorate the 500th anniversary, Radeberger Pilsner is reviving three labels called "The Brewmaster Anniversary" Limited Edition that will adorn half of the bottles in each of the brand's six-packs. The labels are reproductions from the 1880s, 1907 and 1917. This is the first time that limited edition labels will be produced for the U.S. market.

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Title Annotation:Radeberger Gruppe USA
Publication:Modern Brewery Age
Article Type:Brief article
Geographic Code:1USA
Date:Jun 13, 2016
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