VOLUME 5, NUMBER 2
SEPTEMBER, 1954
IN spite of tremendous competition
by some of the German beer brands
and many unknown newcomers in the
imported beer fieldwe are still proud
ly maintaining our undisputed posi
tion of leader in the field and we have
every intention of keeping same
Many of you will have received
the "first issue" of the new magazine
"SPORTS ILLUSTRATEDa real
collector's itempublished by TIME-
LIFEINCwhere we have a full col
umn Heineken s ad in a very out
standing positionThis magazine has
been read by at least two million
readers
On the basis of very favorable re
actions from many sourcesf we have
contracted for seventeen additional
ads covering the balance of this year
and 1955
Coming back to the severe com
petition of other imported beers and
the many special promotions and
other gimmickswith which they
try to get business away from us
don't let that worry you too much;
rememberin the final analysisit is
actually the consumer who will decide
which brand! of beer he will drink
and it is not the price concessions or
other deal that will do the trickI
If you continue to do a good job
on selling Heineken's and keep on
opening new retail outletswe cannot
failThat little extra bit of work by
you will do it.
I will be going to Europe for a
short business trip and may have
something very interesting to tell
many of our wholesalers upon my re
turn. Until thenand with my best
wishes and sincere thanks for your
wholehearted cooperation
Cordially yours
The Windmill
PUBLISHED BY YAH MUNCHING CO., INC,, 6 West 48th Street, New York City
Editor: Phil Algosino
Do Our Dlappy. Dami(y.:
On board SS WESTERDAM of the Hofland America Line, Mr. and Mrs. Leo van Munching
on their recent trip to Europe which was primarily for business with a little bit of pleasure
thrown in for good measure. Pictured from left to right: A Holland America line official,
Brig. General Sam Dockrell of the Connecticut Putnam Phalanx, a National Guard unit
on which Mr. van Munching serves as a Major on the General's staff, Mrs. van Munching
and Mrs. Dockrell.
