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VOL. VII, No. 1
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HEINEKEN'S JINGLE
INTRIGUES MIAMI
VISITORS
The Windmill
PUBLISHED BY VAN MUNCHING CO., INC., 6 West 48th St., New York 36, N. Y.
Editor: James H. Frankenberry
MARCH, 1956
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IT is gratifying to me to know that
Heinekeris national sales for our first
quarter of 1936 was substantially higher
than during the first quarter of 1933. 1
hope that we will continue this further
increased business also in the months to
come. Our newly appointed advertising
manager, Mr. fames Frankenberry, will
take over the editing of the Windmill,
and I am quite sure you will enjoy, maybe
even more than before, the contents of
our house organ. He will see to it that
it will be published regularly, every two
months, so that we will no longer dis
appoint many who have wondered what's
happened to the Windmill?"
We are especially happy about our
substantial sales increase because this
means that Heine ken's continues to build
a very strong position in the American
market. Also, that more and more re
tail outlets join the ever growing happy
Heine ken's family and that we can look
forward with confidence and pride be
cause of this acceptance in the trade as
ivell as by the consumers.
Despite the fact that production facili
ties of the Export Brewery in Rotterdam
are being taxed to its limit we are as
sured that shipments for the United
States will continue to enjoy priority.
With our further increased advertising
plans for 1936 everyone selling Heine-
ken's should take fullest advantage of
the growing demand for Heineken's
ivhich will ultimately bring income to the
salesman, to our wholesale dealers as
well as to ourselves.
Let me assure you once again that we
are ready to help you whenever we can.
Cordially yours,
Rembrandt would have loved this study of friendly relationship with Heineken9s!
Bernard Neary, general manager of MiamVs WINZgrins in appreciation at
graciously smiling Mr, van Munchingwho has just autographed a contract
for radio lime. Our popular Southeastern division manager, Ray DeBowes,
smiles in anticipation of the additional Heineken9s sales in his territory, which
he hopes will be the result of this contract.
Since early in December, thousands
upon thousands of people from nearly
every state in the Union more people
than ever before! have spent or now
are spending a vacation in Miami. It is
possible that most of those people can
now whistle or hum the jolly Heineken's
jingle they have been hearing it time
and time again, during the past few
months, over Miami radio stations WINZ,
WIOD and WGBS. Miami-vacationers
listen to radio broadcasts on the beach,
in their cars and in hotel and motel
rooms. We have reason to suspect that a
countless number of those listeners in
Miami have fallen head-over-heels in love
with Heineken's Holland Beer.
We chose Miami, Florida, for our
radio-spot-announcement advertising as a
part of the expanded national campaign
in die belief that during this vacation sea
son we were truly reaching a representa
tive 'nation-wide audience." We also be
lieve that every new customer who bought
Heineken's Holland Beer in Miami will
remain a Heineken's customer after he has
returned to his own home-town.
BY ALL MEANS be sure to read
that inspiring story on Page 3, column
three, in this issue of The Windmill.
Learn about the most extensive Heine
ken's advertising campaign in the history
of Van Munching Company. It is work
ing for you now and throughout 1956;
it will continue to create an unpre
cedented demand for Heineken's Beer all
across the nation.
