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busy until the end of the war. The
Netherlands Government appreciated
his efforts to the extent of awarding
him the rank of Officer in the Order
of Orange Nassau in 1947.
EO VAN MUNCHING was born
in "Harderwijk aan de Zuider-
Zee" where his father owned several
seemed natural that his
hotels.
eldest son should follow in his foot
steps. However, fate intervened early
in young van Munching's life and
after a hotelman's training in various
parts of Europe, he found himself be
fore long on the other side of the
fence connected with the Heineken's
Bierbrouwerii
Mii
m
Rotterdam.
Here he learned much about the beer
business, how to make beer, how to
dispense it, and how to sell it.
The
Heineken's
organization
picked Mr. van Munching in 1933 to
go to the United States on a six
months' visit to survey the possi
bilities for the sale of this famous
brew when prohibition had ended.
He was rather upset to find after his
MMM
m
o®
i
m
NE DAY Leo van Munching was
trapped
by
Ray
de
Bowes,
arrival in Hoboken on the Statendam Miami distributor, into telling of his
that few people had ever heard of family background. It developed that
deineken's Holland Beer. However, the family on his father's side, who,
he persuaded a distributor in Jersey two generations back had come from
City, Mr. James J. Clark, to give it a Germany, were of noble descent. At
try. He started off with a very small once his friends started to call him
shipment which was distributed
the
Baron". He jumped to his feet
among a number of eating places and objecting, since he wanted no part of
bars around that section of New glorification, but to this day the title
Jersey. After the six months were up has stuck. In 1939 he became an
the Brewery decided that the start American citizen and he recalls that
day with a sort of religious pride.
In 1938 he convinced the Heine-
had been promising and that the trial
period should be extended an addh
tional six months. His first education ken's organization of the importance
in selling beer in the United States of participating in the New York
taught Mr. van Munching that the World's Fair and from his plans de-
only way to get it around was to pro- veloped
the
Heineken Restaurant
mote the beer himself after the ac- called "Heineken's aan de Zuider-
counts had been opened. He spent
zee
was not only one of the out
M
R. van MUNCHING lives in
Greenwich, Connecticut,
Long
Island Sound.
His
on
spacious
home, the "Seven Gables", situated
amidst lovely grounds, features a
complete bar equipped to serve draft
beer. It is easy to see that many
visitors find their way there.
van Munching has guided
Mrs
her husband in his interesting
Hers
her
is a steady hand but tact makes
seem to be more in die back
ground than she actually is. And that
is a great compliment to any woman.
Daughter Ann, after having finished
olleg
now teaching school at the
elementary school in Bronxville while
Leo Jr., a handsome
serving in the U.
six-footer, after
Navy over two
years, is now finishing his studies at
the University of Maryland, taking a
business administration course.
He
anticipates joining his Pop in the
business.
In
his
younger
day
Mr
van
Munching's hobbies were swimming
and water sports but lately, although
in formidable health and vigor, he
enjoys walking with his Dalmatian
dog
Checkers
a round of golf
"when nobody is watching my score",
or an occasional fishing trip with his
friends from the As tor Hotel. He is
a member of the New York Athletic
(dub
The
Netherlands
Club
the
New York Invitation Club, Lords
Barons and an active member of the
International Geneva Association and
the Society of Restaurateurs.
He has had an opportunity to re-
many a night doing so, roaring his standing spots at the Fair but did a turn to Holland in an executive ca-
approval of Heineken's at the bar. great deal to popularize the brand
pacity
with
the
brewery but he
Crossing the river to New York, van
Munching's and Heineken's next big
When war broke out, van Munch-
insists that America
a pretty good
mg
s loyalty for Heineken's and his country to be in. Since his family
adventure was only a matter of time, old country led him to join the Min- agrees with him, it is unanimous.
The first orders were taken from is try of Shipping of the Netherlands Moreover, Mr. van Munching feels
Dinty Moore's Restaurant, famous Government where he took charge of tbat his rendezvous with destiny is
for his corned beef and cabbage and the welfare of the officers and men somewhere between New York and
Gay 90's. After a short while, of the Netherlands Merchant Marine. San Francisco. A hearty man, he does
Jill's
there were several hundred outlets
and more distributors were added.
In that capacity
he
ganized sea- not quarrel with destiny.
men
and officers' clubs. It kept him
The Editor
