The Berman Team on the West Coast
rT1rnS is indeed an appropriate time
A to tell you more of our fast grow
ing distribution and sales on the
West Coast under the inspiring guid
ance of Jules Berman, assisted by
the team of Monte Lurie and Johnny
Goodman in the South and Dick
McHan in the North.
In Southern California, we are
proud to be represented by Young's
Market Company of 1610 West 7th
Street, Los Angeles and Bohemian
Distributing Company of 2254 East
49th Street, Los Angeles, California.
Both are outstanding in their field,
each having large sales organizations,
and have proved that they are sold
on the product HEINEKEN'S and
its potentialities in their market.
Through these two sales organiza
tions, we have a widespread cover
age in retail outlets, also sub-distribu
tion in outlying districts, in Arizona
and Nevada while plans are now on
the way to include Oregon and
Washington. With the climate of So.
California, there is, of course, an
advantage but still the conscientious
daily endeavors of the salesmen
and our field representatives have
made Heineken's by far the largest
selling imported beer in the West.
Outlets such as the Ambassador
Hotel, The Beverly Wilshire, the Bel-
Air Hotel and country clubs, the
Brown Derby, the House of Murphy,
Romanoff's, and others too numer
ous to mention all proudly list
Heineken's on their menus. Not only
in the leading name spots but also in
the smaller road stands, drive-ins
and grocery stores do we find Heine-
ken's available, properly chilled,
ready to take out.
Celebrities such as Rosalind Rus
sell, Sonja Henie, Lana Turner,
Lauritz Melchior, Cary Grant, James
Stewart, Paul Douglas to name only
a few are ardent boosters for our fine
product. In resort spots such as Palm
Springs, Lake Tahoe, Phoenix, Ari
zona, Lake Arrowhead and others,
you will find Heineken's available
everywhere. The same also goes for
the racing fans, the jockeys and the
Club House of Santa Anita, thanks
to the great interest shown by Mr.
George Young, head of Young's
Market Company.
In San Francisco, we are happy
to be represented by Andrew Swed-
lund and his organization, Alexan
dria Distributing Company of 180
Townsend Street, San Francisco,
who is being assisted in his efforts by
Dick McHan, our Northern repre
sentative. While touring the most in
teresting city of San Francisco, one
will find Heineken's everywhereon
Fisherman's Wharf or in any of the
leading hotel bars as well as the man)
fine eating places for which San Fran
cisco is so famous. Travelling out
side of San Francisco through the
hills of Northern California, it is a
pleasure to stop off at one of the
many road restaurants and to find
our product nicely displayed on the
bars. To only name a few, the fol
lowing places feature Heineken's:
St. Francis Hotel, Palace Hotel,
Jack's Restaurant, Vanessis, John's
Rendezvous, Mark Hopkins Hotel,
New Joe's and Tahoe Tavern.
TT is very fitting at this time to
A throw a beautiful bouquet of Hol
land tulips to Jules Berman and his
men who are giving us such an out
standing representation on the West
Coast. Jules Berman came to us on
Aug. 1, 1948 to take over where
Alfred H. Heineken left off when he
returned to Amsterdam to take up
his duties at the Brewery's main
office.
Jules Berman has had a great deal
of experience in the alcohol beverage
business on the West Coast when he
came up through the ranks of the
West Coast Schenley organization to
finally become the West Coast Man
ager of the Schenley Import Corp.
until Uncle Sam decided to include
him to help win the war in the
South Pacific.
F T ON returning to civilian life,
Jules set up his own wholesale
business but later on changed it into
a brokerage organization which our
company now enjoys being the lead
ing account. Jules is not only well
known but well liked among the
wholesale as well as the retail trade
and it is interesting to be taken
around by him to some of the out
standing spots in Hollywood or
Beverly Hills and to meet with some
of his buddies running these fancy
places. Jules Berman has a keen sense
of merchandising and promotional
planning and is rendering a fine ser-
Spectacular Heineken's window at the famous BRASS RAIL RESTAURANTSeventh
Avenue and 49th St., New York City. This restaurant, in addition to serving Heineken's
bottle heer, also features Heineken's on draught
