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DUTCH TRIUMPH
one
eo van Munching would be
of the first to tell you that selling
beer in the United States is a special
ized job. He knows, because seven
teen years ago, just as Prohibition
ended, he arrived in New York to
peddle
Heineken's
beer,
Holland's
most popular brew. Van Munching
bad been trained in the European
school of salesmanship. For brewers
on the Continent that was strictly a
striped-pants operation, involving
long,
leisurely consultations
with
customers and a minimum of sales
talk.
After a good look around, van
Munching soon caught on to aggres
sive American methods. He toured
taverns in the metropolitan area, buy
ing drinks for proprietors, bartend
ers, patrons, and anyone else who
would listen to the story of Heine-
ken's merits. Within a few months,
he began to get orders for sizable
quantities of the Dutch brew. But it
wasn't until 1939 that Heineken's
became widely known in this coun
try. Through van Munching's in
sistence, the Dutch firm set up a
model village at New York's World's
Fair, which featured a beer garden
known as Heineken's on the Zuider
Zee. Visitors spread the word of the
beer's rich lager flavor, with the re
sult that imports stepped up to 265,-
000 gallons a year before Hitler cut
off shipments in 1940.
During the war, van Munching,
who had become an American citizen
in 1939, took a job with the Nether
lands Ministry of Shipping, organ
izing entertainment in the United
States for his homeland's merchant
seamen. After V-E Day, he returned
to his old trade and soon had Heine
ken's out in front as the biggest im
port beer in the United States.
Fast year, van Munching imported
270,000 gallons of Heineken's, with
sales up 21 per cent over the 1948
level. So far this year, he reported
DUTCH BEER EXPORTS UP
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Recently published figures of duty
payments of imported beers, ale and
stout by the National Association of
Alcoholic Beverage Importers, Inc.,
for the period of January 1, 1950 to
April 30, 1950, show an increase of
approximately 8 for Netherlands
imports in contrast to a decline of
total imports of malt beverages from
other countries which began shortly
after the end of the war.
here for sale. Major reason for the
shuttle operation: Heineken's can get
high-quality, contant -
green
LEO VAN MUNCHING
He Caught On
- color
bottles in the United States, a better
product than European bottle makers
are currently turning out.
Van Munching and his Dutch as
sociates are dead-set against starting a
Heineken's brewery on this side of
the ocean, despite the boost in output
that would be gained. "Over there,"
says the genial, stocky importer, "we
The growing Heineken's consump- make a real lager beer in small batches
tion actually means more business and let it age for five or six months
for one American industry. All the before bottling. Here, beer is mass-
bottles used by the Dutch brewery produced and then carbonated to give
for export are made in this country, it the effervescence genuine lager takes
shipped to Holland, filled and capped months to develop. We just couldn't
(with American caps), and returned do it." JULY 3, 1950.
last week, he's running 18 per cent
ahead of 1949.
- - W - - -
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various markets,
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