ML
VOL. VII, No. 2
The Windmill
PUBLISHED BY VAN MUNCHING CO,, INC., 6 West 48th St., New York 36, N. Y.
Editor: James H. Frankenberry
MAY, 1956
^Jo Our Jamilty
THE sales of Heinekeris during the
month of April again revealed an
"over 25% sales increasethe third one
so far this year. February showed an even
larger increase and sales in March also
- did very well.
With the coldest Spring throughout
many parts of the United States that we
have had in many, many years, I wonder
what is going to happen to our sales when
the really warm weather sets in?
It would seem that with these already
larger sales for 1956, my discussions with
the Brewery officials in Holland in March,
when I gave them a definite forecast of
our increased case-beer requirements for
this year, will assure our monthly ship
ments for the months to come. It also will
give the brewmasters in Rotterdam a
definite idea as to how much beer to
make for this rapidly growing market.
With the aging period of Heine ken's
of over three months, anyone can readily
see that such planning is most important,
now that the Heineken's sales volume is
very large. We have asked all our dis
tributors, and especially the direct-im-
-porters'2~wh&-
other than New York, to place their or
ders with us well in advance. This will
permit us to work closely with the Ship
ping Department in Rotterdam, thus
keeping delays in arrival to a minimum
Such planning ahead-of-time is a new
experience in our business-growth and
we are happy this has become necessary.
Upon my return from Europe aboard
the super-liner United Stateswhere
Heineken's sales were booming in the
bars and dining rooms, we received a visit
from Mr. M. J. Weymarshausen, the
Heineken's Export Manager, who had just
completed an inspection tour through the
West Indies markets and also visited
Southern Florida. In New York, he ac
quainted himself again with the further
Mr» and Mrs. Alfred Heineken greet us with smiling faces from the deck of the
super-liner United States upon their arrival in New York recentlyThe young
couple are planning to visit MrsHeineken's parents in LouisvilleKyand to
tour the country laterNo doubt Mr, Heineken will be deeply impressed when he
will seefrom personal observationthe terrific increase in Heineken's distribu
tion since his previous visit to the United States in 1950As many will recall9
Mr. Heineken spent several years with us? on the East coast as well as in Cali
forniaduring the years of 1947 to 1950.
sales growth and popularity of our brand
and when he few back to Holland he was
very pleased with what he had seen
We have another visitor from Holland
Mr. Alfred H. Heineken, son of Dr.
H. P. Heineken who recently retired from
the Heineken's management
Because of the entire Heineken's or
ganization's great interest in American
mechanical brewing equipment, two
members of Heineken's technical staff are
presently visiting a number of American
manufacturers and a number of American
brewers. Orders will be placed for addi
tional brewing and bottling equipment
for the new Heineken's Brewery, now be
ing built in the Southern part of Holland
I thought you would be interested in
knowing the friendly feeling and great
admiration that exists in the Heineken's
organization for this great country of
ours. Cordially yours,
