The importance and the wide
spread distribution of this great com
pany is best illustrated by the fact
that branch operations are located in
eleven different localities in South
California to the main plant in Los
Angeles. As the Heineken's sales in
California grew in volume, we were
able to engage the services of Monte
Lurie, the congenial and energetic
sales representative, who was assigned
to assist the Bohemian organization
in the furtherdevelopment of sales
for Heineken's. Monte found himself
with a big job on his hands, dividing
his efforts between the various
branches as well as the main office.
Here again the spirit of the general
policy of Bohemian which has made
Chairman of a Selective Service Ap
peal Board and a Director of the Los
Angeles War Chest.
Frank Vitale, apart from being a
dynamic sales executive, is endowed
with the gift of artistic interests. He
is a patron of the opera and interested
in the Los Angeles Symphony Or
chestra, an Officer of the Opera Guild
and Director of the Hollywood Bowl
Association. Mrs. Vitale is the well
known New York Metropolitan
Opera Soprano, Stella Roman.
Heineken's Beer made its first ap
pearance with the Bohemian Dis
tributing Company when in 1936 an
arrangement was made whereby Bo
hemian Distributing Company would
act as a co-distributor for Heinckcn's
in Southern California together with
the Young's Market Company of Los
Angeles. Although the Acme Brewing
Company and the distribution of its
fine products are an important part of
the Bohemian Distributing Com
pany's organization, Heineken's Beer
has always been distributed through
its Liquor and Wine Division.
After World War II when Heine-
ken's finally returned after an ab
sence of five years, the pleasant rela
tions between the two organizations
were renewed again with the same
friendliness and respect for the qual
ity of Heineken's existing with
Frank Vitale, Vince Trapani and the
other executives.
it so successful and famous, was found
in the cooperation and friendly rela
tionship that was extended to Monte
Lurie from the very first day he work
ed with the Bohemian organization,
with the result that from year to year,
their volume of Heineken's sales has
grown steadily.
We must compliment, not only the
efforts of Monte Lurie, but the guid
ance and foresight of our General
Representative, Jules Berman, in ad
vising Monte how to obtain the
greatest possible results in the short
est time from the widespread selling
organization of the Bohemian Com
pany.
Jules realized from the beginning
that in creating goodwill for himself
and Monte with the sales executives
and their staffs, the groundwork
would be laid for that cordial rela
tionship extended to every salesman
which cannot fail to bring results.
We feel proud to have this fine or
ganization as one of our key distribu
tors and we respect its management
for their help in our mutual efforts
in making Heineken's the largest sell
ing imported beer in Southern Cali
fornia.
We are confident that with the full
support of a wholesale organization
like Bohemian, there is a very large,
almost untapped, field of Heineken's
potentials in the fast growing State
of California still awaiting us. On
our part, we know that we render
a more effective service and co
operation with our wholesalers than
other beer importers while the qual
ity of Heineken's is in a class by it
self.
Such potential is not only feasible
in Southern California but in other
metropolitan areas of the United
States where we have large and
aggressive distributing organizations
representing us. For instance, the
Glazier's Wholesale Drug Company,
Inc., of Dallas, Texas, has asked
us for a long term agreement since
they also feel that the future poten
tial of Heineken's is very substantial,
if not unlimited.
A,TRAPANI
Executive Vice-President
ifc
VINCENT J. TRAPANI
Bohmian's Vice-President
Monte LurievMCo9s direct representative
with Bohemian Distributing Company*
