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PUBLISHED BY VAN MUNCHING CO., INC. 614 West 49th Street, New York City
VOLUME I, NUMBER 1
Editor, Albert Balink
FEBRUARY, 1949
ODAY Heineken is one of the
largest brewing concerns in the
world with actual controlling inter
ests in Breweries in various countries
in Europe, Africa, Near East and
Far East.
In Holland Heineken's is the lead
ing selling Lager beer, having three
Breweries, one in Amsterdam, an
other in Botterdam and a third in
Maastricht. Heineken's laboratories
are world famous. Its exports through
the Port of Rotterdam cover many
other territories besides the United
States, such as Great Britain, Bel
gium, France, the Caribbean, etc.
A view of "Heineken's aan de Zuiderzee" during the World's Fair in New York.
It was one of the most popular spots at the Fair and did a great deal to popularize
the brand
^Jrere
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9
eineteen 3:
o
N THE OCCASION of the first issue of "THE WINDMILL", it is
1,
J
fitting tha
hould thank our distributors
nd th
organ
a
tions for making this publication possible. You who have helped to make
Heineken's the most popular imported beer in the United States are part
of this happy and growing family.
Because of this, I feel the time has come to attempt an even closer con
tact with you to give you the benefit of our knowledge of what Heineken's
stands for and also, to give you the opportunity to express to us your own
ideas and suggestions to the betterment of all.
As you will note, this publication is neat but not gaudy. It is yours,
yours to criticize, albeit constructively, and suggestions are welcome,
while we shall value your contributions. From the editor's desk from time
to time shall come features and short articles which we feel may prove
helpful to our ambassadors of goodwill and sales in their daily efforts.
also will give you the chance to better acquaint yourselves with the rest
of the family.
Please write and tell me what you think of our first issue. Wishing you
all happiness in Heineken's, I am,
New York, January 10, 1949.
Cordially yours,
Heineken's was introduced to the
American market in 1933. By the
end of 1937 Heineken's had climbed
among the leaders of imported beers
m
the
American market. During
1939 and 1940 at the World's Fair in
New York and San Francisco, Heine
ken's attained new heights and when
the war broke out, Heineken's 4
in a blaze of glory.*'
died
After the war, it was decided to
set up a separate corporation to cover
the national distribution throughout
the United States. In addition to hav
ing a very extensive coverage in the
greater New York market, with the
Mid-Atlantic States, we find that our
second largest selling center is Chi-
cago and the Mid-Western States,
third the West Coast with California,
Washington, Oregon, Nevada and
Arizona, and fourth, Florida, includ
ing in that territory Louisiana and
Texas.
has been our good fortune to
have in our organization a number
L. van Munching, President of fine field representatives assisting
II
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