VOL. VII. No. 4 SEPTEMBER, 1956
PUBLISHED BY VAN MUNCHING CO., INC., 6 West 48th St., New York 36, N. Y.
Do Our Dlappq Damifq
HAVING recently visited the Pacific
Coast area I thought it would be
interesting to our readers to hear about
our strong position in that very important
and fast-growing section of our country.
In the Southern California market,
where we enjoy excellent distribution
through two leading wholesale organiza
tions, sales for Heineken's continue to
show a substantial increase, well above
the established sales quotas for this year.
In San Francisco, I had occasion to
watch the results of our radio spot an
nouncement campaign which had been in
effect for several months. In coopera
tion with the three radio stations we
planned merchandising assistance by three
mailers to every retail licensee in the terri
tory covered by the radio audience. The
results have been most gratifying, espe
cially in view of the fact that during the
recent National Republican Convention,
Heineken's was advertised on every bus
in the city, on about twenty-four bill
boards and with a large number of
window displays. We really led the
parade, so to say!
In visiting our wholesalers together
with our own District Manager and other
representatives, I cannot help but feel
very proud of our achievement. We have
the top distributors in the West and these
wholesale houses value our account highly
because of the importance of the Heine-
ken's franchise. I feel that the cordial
relations between our wholesalers and
our organization will help us to continue
to be the leaders in our field!
Having such an important franchise
to offer, we may expect that our ivhole-
salers give us their full attention and
up port in furthering the sales of Heine-
N^en's and we should not be concerned
that this attention is being divided among
- other competitive Imported Beers.
Mr. and Mrs. Leo van MunchingJr. as they sailed aboard the SS United States on a
business trip to Europe. Mr. Leo van Munching, Jr. is Vice President and Division
Manager for the Mid-Western area. They plan to visit HollandEngland and France.
While in Holland he plans to discuss our enlarged volume of sales of Heineken9s beer
with the Brewery Executives.
There has been a great deal of discus
sion in view of the recently announced
beer price increases by various domestic
brewers and some other imported beer
brands. I am pleased to be able to an
nounce that there are no plans to increase
prices on Heineken's at this time, either
on the wholesale or the retail level.
Pursuant to our consistent policy of
offering Heineken's to our trade at the
lowest possible prices, we believe that our
wholesalers and our representatives should
take fullest advantage of the reduced
price differential betweèn Heineken's and
domestic beers, and also, a possible widen
ing price difference between Heineken's
and other imported beer brands. We
expect our wholesalers to maintain their
Heineken's prices to the retail trade while
every one should see to it that the re
tailers also maintain their consumer prices
This policy should no doubt result in
many additional sales everywhere.