Zipfer as Premium Partner of Linz 2009 European Capital of Culture
Press Conference
Friday, 30 January 2009
The celebration wouldn’t be complete without Zipfer—synonymous with zest for life, innovation and outstanding quality for 150 years—when Upper Austria, our home region, stages a spectacular display of cultural highlights for all of Europe.
As a Linz09 Premium Partner, Zipfer will be sharing the spotlight with Linz09 throughout the year. The lineup of this world-class event includes more than 220 presentations in the graphic arts, performing arts, architecture, literature and music. And this initiative is providing a major impetus to cultural policymaking, the tourism industry and the whole regional economy.
Markus Liebl, CEO of Brau Union Österreich AG, is absolutely convinced: “Austrians who enjoy beer expect beer culture to play a significant role in Linz 2009 European Capital of Culture.”
Visitors to Linz09 can expect a program that offers something special, a lineup that will put Linz on the map as a cultural venue for local, national and international artists. And what this calls for is successful cooperation among leaders in the fields of culture, politics and business.
How will beer fans take notice of the partnership between Linz09 and Zipfer?
In addition to the culinary highlight—the refreshing, tingling taste of Zipfer Sparkling that will be offered throughout the Capital of Culture year wherever fine beverages are served—Zipfer will also be coming out with a Special Edition Linz09 Beer Mat/Coaster.
The “Zipfer Linz09”—a 0.25-liter disposable bottle sporting a special label and packaged in a 24-bottle case—will be available in stores. Plus, Linz09 will be featured on Zipfer 6-packs, and the collaboration between Zipfer and Linz09 will be spotlighted in a TV commercial broadcast nationwide.
Plus, on the “Circus” grounds, Zipfer and its partners will be operating the food & beverage court in coordination with Linz09. With over 100 performances, “Circus” will be a place of truly magical entertainment delights. In a rather intimate tent setting, audiences will get to experience grandiose musicians and artistes on an up-close-and-personal basis.
Martin Heller, artistic director of Linz09, is very excited about cooperation with Brau Union: “It’s wonderful to see what a big commitment the private sector is making to Linz09. But what do we mean by ‘the private sector’? In every case, it’s individual firms that support the Capital of Culture year. Now, we’re joined by Brau Union. So let’s all drink a toast to Linz09 and especially to the Circus, one of the most charming offerings our music department has come up with!”
“We’re very proud that Zipfer can make a key contribution to the Linz 2009 Capital of Culture year. After all, for thousands of years, beer has been one of mankind’s favorite beverages and is thus an essential part of our culture,” Markus Liebl said in explaining Zipfer’s motivation for working together with Linz09. “And here I’d also like to mention our cooperation on the ‘hotspots’ events.”
This year as well, Zipfer’s popularity has continued to rise. And for good reason: highest quality ingredients combined with the joy of brewing great beer guarantees Austrian beer lovers pure pleasure with every glass.
“Once again,” Markus Liebl emphasized during a press conference in Linz, “Zipfer is displaying the innovative strength that has been our trademark for decades. Zipfer has acquired a reputation—even beyond the brewing industry—as an especially creative, highly innovative brand that is always at the forefront of new trends.” This role as leading innovator on the Austrian beer market is also confirmed by this country’s beer connoisseurs: they rate Zipfer as by far the most innovative beer brand! And a long line of pioneering innovations prove they’re right! 1968: Zipfer plastic case; 1978: the 6-pack; 1997: Zipfer Urtyp Medium; 2000: Zipfer Sparkling; 2006: Zipfer convenience case; and 2007: Zipfer Lemon.
A Premium Partnership with Linz09 is thus an additional milestone for Zipfer. “Our sponsoring commitment means letting beer lovers experience the fulfillment of the Zipfer brand’s promise: enjoying “Ein Glas heller Freude” (a glass of pure pleasure),” stated Markus Liebl. Partnering with Linz09 is the perfect way for Zipfer to showcase its commitment. After all, where Zipfer is on hand is where consumers can enjoy the pure pleasure that life has to offer.
The Zipfer Brand on the Austrian and Upper Austrian market:
- Market share (2007): Austria 10.2%; Upper Austria 26.2%
- Export: 50,000 hectoliters (100 liters, 26.4 gallons) to 26 countries
The Zipf Brewery in Upper Austria:
- Output: 894,000 hectoliters
- Hops from Austria (largest buyer of hops from the local Mühlviertel region), Bavaria and the Czech Republic
- 11 batches of 450 hectoliters per day
- 100,000 hectoliters of fermentation and aging capacity
- Filling of bottles (70,000 bottles per hour), kegs (500 kegs per hour) and 5-liter cans (250 cans per hour)
- The Zipf Brewery has installed an environmental management system that has been certified in accordance with ISO-14001.
