GEORGIA DISTRIBUTOR
DISPLAYS A FINE
MERCHANDISING TALENT
Although doing business in a state
which ranks in 24th place where tax-
paid beer sales are concerned - the As
sociated Beverages Company of Atlanta
has succeeded in elevating Georgia to
14th state in nation-wide sales of Heine-
ken's Beer! And sales are still climbing!
Now this remarkable achievement is
the direct result of outstanding initiative
on the part of the company's merchandis-
ing-minded president, Mr. Maurice Pep
per. This accomplishment is particularly
unique in view of the fact that the same
aggressive business-getting methods em-
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to every Heineken's distributor!
There is no inclination for Associated
Beverages to "sit back and wait" for
Heineken's continuing national advertis
ing campaign to create sales for its li
censee-customers. Mr. Pepper recognizes
that consumers must constantly be re
minded of the advertisements they have
read at the time and in the place where
they may buy it. He also believes licensees
are apt to forget that this advertising will
be truly working for them IF they
make it easy for their customers to buy,
keeping an ample stock of Heineken's on
hand and letting them know it is there.
Because of this progressive thinking,
not a single month passes that the com
pany's own customers, as well as prospec
tive customers, are not bombarded with
convincing direct-mail reminders that
Heineken's offers them daily unsurpassed
opportunities to win "greater profits from
every bottle sold. Frequently, available
reprints of national magazine advertise
ments, or advertising promotion pieces,
are mailed personalized by highly orig
inal messages (written, we suspect, by Mr.
Pepper
Occasionally, only a mimeographed
message always in Heineken's-green
infeon colored paper is mailed. Last
September 1st, for instance, each licensee
on Associated Beverages' mailing list re
ceived a yellow sheet with a Heineken's
coaster pasted upon it and also reading:
'YES SIR! WE HAVE IT! Your dis
criminating customers WANT it! YOU
WANT IT FOR THEM! 'THE
WORLD'S FINEST LAGER BEER'
THE LARGEST SELLING IMPORTED
BEER IN AMERICA THE FAVOR
ITE IN GEORGIA." Following that, in
October, a green sheet bore a table-tent
with a similar hard-hitting message.
In addition to this month-after-month
activity by direct-mail, each licensee is
being constantly encouraged by every in
dividual salesman to use the free point-of-
sale material and to display Heineken's
signs in the most strategic location in
their place of business. It is the firm's
avowed objective to make every licensed
premises a LOCAL advertisement for
Heineken's, thus capitalizing to the ut
most on the national advertising.
According to Mr. Pepper, practically
all of the hotels, restaurants, clubs and
better-class establishments which serve
beverages in the city of Atlanta, carry
Heineken's today. He adds, "our package
stores, supermarkets, delicatessens, etc., in
this city are also enjoying a nice sales-
volume of Heineken's Beer from cus
tomers who serve it in their homes." He
predicts that, even though Heineken's
sales in 1955 were approximately 59%
better than those in 1954 as a result of
winning broad-spread point-of-sale co
operation, sales in 1956 will be "bigger
and better than ever before in history."
A rare snap-shot99 of Associated Bever
ages Company9 s president reveals Mr
Maurice Pepper enjoying what would
seem to be a moment of relaxation!
(The Windmill offers heartiest congra
tulations to Mr. Maurice Pepper and the
Associated Beverage Company, while ex
pressing the sincere hope that this may
be but the first installment of a continued
((success storywith each succeeding
episode revealing a change of locale and
a different cast in issues to follow. Your
correspondence is invited.)
A belated snap-shot of MrLeo van Munching while enjoying a West Indies cruise
aboard the steamship Nieuw AmsterdamHe is seen playing gin rummy on the
Lido deck with the fabulous Abel GreenEditor-in-Chief of Variety9 as MrsGreen
looks onThe empty Heineken's glasses have just been removed from the table
by those active Holland-America Line waiters
