neiiteken's
iwiPoR'jj-J?
- IN FACT AS WELL AS IN FANCY!
the
unhurried
Dutch
A "WOODEN SHOE" GOES TO SEA
"WELCOME TO NEW
FACES"
Here is real zest from the Zuider Zee. Carefully brewed
in small batches and fully aged in the vats by
master brewers with over 300 years experience.
You never tasted beer like Heineken's.
-i-^ America's largest selling imported beer.
HOLLAND BEER
Gen. U. S. Importers: Van Munching Co. Inc., New York 36, N. Y
This is a factual report of an almost-unbelievable coincidence!
The May issues of many publications have long since been found on newsstands,
so it is quite possible that you - together with millions of magazine readers from
coast-to-coast have already seen the Heineken's advertisement reproduced here.
This now represents a part of an exceptionally timely coincidence a "counterpart,"
one might say.
It all began many months ago, when an
inspired artist in our advertising agency
conceived this fanciful idea of Heineken's
Beer being carried so blithely across the
ocean from Holland in a "wooden shoe."
At least, the idea of a wooden shoe being
a sea-worthy vessel might have been con
sidered as fanciful up until now. How
ever, just a few days ago, the New York
Times published a sensational story
about five intrepid young men who are
about to embark upon a trip around the
world in a boat which believe it or
not is named "The Wooden Shoe"!
The adventuresome mariners will hoist
the sail of the good ship Wooden Shoe,
a forty-four foot Dutch fishing boat, and
will leave New York harbor sometime
this month. This Wooden Shoe is a
"botter," the traditional craft of the Dutch
fishing and shrimping fleets in the Zuyder
Zee. Now perhaps those who visited the
Heineken's Restaurant at the New York
World's Fair in 1939 or '40 will recall
having seen a similar botter which was
anchored at the wharf of "Heineken's
aan de Zuiderzee."
Today, at her moorings at a Staten Is
land boatyard, the Wooden Shoe presents
what can most generously be called an
unusual appearance. She is high and stub
by of prow and has a matronly 14 hi-foot
beam and a great, thick mast. Like a
proper botter, she has no keel but a pair
of leeboards like those on a sailing canoe.
"The expedition," according to The
Times, "has a charming air of improba
bility about it. For one thing, the tub
shaped craft does not seem quite the right
thing for circumnavigation and the crew
of five men does not seem to conform
either they have a minimum of experi
ence, little equipment and less money.
However, they appear to have an enor
mous stock of good-humored optimism
and intend to have a good time trying to
sail around the world, should it take two,
three or even four years."
ADVENTURE SEEKERS: Three mem
bers of five-man crew of the Wooden Shoe
are shown above the sturdy craft they
hope will take them around the world»
Now The Windmill takes a more opti
mistic view, preferring to believe the old-
time poet that "In the bright lexicon of
youth, there is no such word as Tail.'
Furthermore, with a vessel so aptly named,
how can they miss?
We salute the following newly appoint
ed Distributors and welcome them into
the fold of our happy family:
THE JOHNSON BEVERAGE CO., INC.
1733 Columbus Avenue
Sandusky, Ohio
THE ELLIS DISTRIBUTING CO.
1400 Market Street
Chattanooga, Tennessee
Mr. Jack Comer i
VALLEY IMPORT DISTRIBUTING
CO., INC.
P. O. Box 10033
Knoxville, Tennessee