SUPERB ENTERTAINMENT
"YOUR HOME AWAY FROM HOME"
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PUBLISHED BY VAN MUNCHING CO., INC. 614 West 49th Street, New York City
VOLUME 3, NUMBER
Editor: Albert Baiink
OCTOBER, 1951
o
ur
JJ.
appu
ami
v
1
ITH the twang of fall in the
air, we reluctantly take leave
of the warm summer weather and
good
beer
season.
This
does
not
mean, howeverthat we have any
plans
of
copying our
old
Dutch
friend, Rip van Winkle, no sir, we
keep on planning and working for
the remaining months of the year and
for 1952
Our 1951 national advertising has
helped us in reaping a good part of
the Heineken s harvest of increased
sales. For next year we are consider
ing new ads, different table tents and
yes, even an electric
menu stickers
sign made out of a plastic wooden
shoeYou will hear more about this
later.
Our yearly shipment from Holland
of special selected tulip and hyacinth
bulbs has arrived. If you would like
to have some for planting in your
own garden, write me and I will
promptly mail you an assorted pack
age.
The season of conventions is upon
us again
and
we will attend
the
N.Y.S.B.W.C. in Buffalo, the Na
tional Beer Wholesalers Convention
in Chicago, and the National Hotel
Exposition in New YorkWe hope to
see many of you.
If you should come to New York,
dont forget to give us a call and
make yourself better acquainted with
us.
Cordially yours
I 'l
WïmmM
mrnm
l"/.'
RESTAURANT AND
COCKTAIL LOUNGE
WÊÊÈm.
i «'.'i
507 HENNEPIN AVENUE
MINNEAPOLIS 2, MINNESOTA
September 20
1951
Mr. Leo Van Munching
Van Munching Company
61^ West ^th Street
New York 18
N.Y.
Dear Baron:
You wouldn't recognize the old place. I've recently completed an
So now in addition to my front room, I've got
country.
one of the finest in this part of the
expansion program.
an exclusive 'back room'
It's really going over big, as the public still wants
something a little finer and is willing to pay for it.
I
houg
you might want to know I:m featuring neinekens Beer ex
clusively in my back room. In other words, local beers are out en
tirely in there, and
it's Heinekens or nothing.
a customer orders a bottle of beer
Frankly, I was a little skeptical when Harry Brownstein suggested
I use Heinekens exclusively, but he didn't exaggerate a bit. If
anything, he underestimated the power of Heinekens.
Harry gave me the same deal as in the past, with the stipulation
that my orders come in 50 and 100 case lots. In fact, I just gave
him an order for 50 cases. There've been times when I've sold as
many as five cases in a single day.
Which also remind
the
agazine
is still waiting for those bulbs you nromised him
editor, Frank Diamond, says he
Mos t
ially
VL/ah
Our favorite Minnesota retailerV ic Levinedid something which he himself believed
was not practicalHoweverserving Heineken9 s exclusively in his new room proved to
be a bonanzav We have a number of night spots throughout the country featuring
Heineken9s exclusively at night
discouraging beer sales except Heineken9s thus
assuring satisfied customers and good profits
