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At the Van Munching booth at the recently held National Hotel Exposition in New York
Ann Van Munching explains to her father that you do not drink HEINEKEN'S BEER
out of a wooden shoe!
FROM THE DESK OF
CONNELLY
"Whereupon the soothsayer made NETHERLAND BEER EXPORTS UP
answer: "He of whom you speak is
In
1948
domestic sales of beer
A SALESMAN'S LAMENT
"And in these days, behold there
came through the gates of the city
one hustler. He ariseth very early in amounted
to
75
million guilders
the morning and goeth forth full of ($28,500,000) while
pep.
does
He
he
compiaineth
exports
of
not.
neither beer had a value of about 22 million
knock.
He
is
arrayed
m
guilders
or
$8,000,000.
On
this
a salesman from afar off, and it came purple and fine linen while ye go basis, beer exports from the Nether-
to pass, as the day went by, he sold forth with faces unshaven and pants lands total over 22% of the total
plenty.
And in that city were they that
were the order takers, and they that
spent their days in adding to the
alibi sheets. Mightily were they as
tonished. They said one to the other
'By what good reason doth he get
away with it?' And it came to pass
not pressed.'
"While we gather here and say
is a
one to the other, 'Verily! This
terrible day to work,' he is already
abroad. And when the eleventh hour
cometh, this man needeth no alibis.
production of 506 million gallons.
In the first half of 1949, however,
the Netherland brewers exported as
much as 24% of their total beer out
put.
These figures show
that
during
this period, the Netherlands were the
"He taketh with him two angles,
largest
beer
exporting country
in
that many were gathered in the back 'inspiration and 'perspiration'
worketh vigorously. Verily,
and
Europe with the Heineken s organ-
office and a soothsayer came among
say
ization taking
a
leading part. At
them. And he was one wise
guy
unto you, 'Go ye and do likewise.' present, Dutch beer has regained its
en-
And they spoke and questioned him Verily, I say unto you, "Ye that do prewar quality and. therefore,
saying'How it it that this stranger not observeth the light, ye may be joys an excellent reputation all over
accomplished the impossible?"
tosseth out on thine ear.
the world.