Ml
VOL. VII, No. 5
NOVEMBER, 1956
U. S. TREASURY DEPARTMENT
OCT 22 1956
Mr. L# van Munching
President
The Windmill
PUBLISHED BY YAH MUNCHING CO., INC., 6 West 48th St., New York 36, N. Y.
Do Our D^lcippity Damidty
THE month of October has been an
interesting month for us in New
York in many ways.
First we had the exciting 1936 World
Series -which drronght many visitors to
New Yorkalso quite a few of our own
distributors or their executives. Sales for
Heine ken's in the New York area were
given a real push by the tremendous
business that was done all over the town
during that week. Whichever team you
may have been forwe can safely say
the best one won and over in Brooklyn,
they are already hoping for next year!
After that rush was over, we then
had the National Beer Wholesalers Con
vention at the Commodore Hotel which
-started on Saturday, October 20th. We
had a very attractive Heineken's Hos
pitality Room which, from all indica
tions, seems to have been the most sought
after meeting place of our distributors
and many guests friendly towards Heine -
ken's.
Again, we met many of our friends in
the distributing business and had ample
opportunity to discuss some of the daily
problems of the beer business in the
various territories.
We were complimented by many on
our stated policy of maintaining the
present Heineken's prices, in spite of
general price increases in the beer indus
try. The recent decision by the U. S.
Treasury Department Tax Bureau con
firming that Heineken's is the rightful
claimant to the advertising saying larg
est selling imported beer in the United
Statescreated much discussion and
cavorable comment.
In the next ten days, we shall partici
pate in the National Hotel Exposition
being held at the new Coliseum in New
WASHINGTON 25
OFFICE OF
COMMISSIONER OF INTERNAL REVENUE
ADDRESS REPLY TO
COMMISSIONER OF INTERNAL REVENUE
WASHINGTON 25, D. C.
AND REFER TO
0:AT:BA.:DMG
Van Munching Co., Inc.
6 West U8th Street
New York 36, New York
Dear Mr. van Munching:
This is in reply to your letter of August 22, 1956,
submitting your sales figures for "Heineken's Beer" for the
first six months of 1956. This information was requested
by us in order to determine the propriety of the sales
claim "America's largest selling imported beer" currently
being employed in your advertising for this product#
A comparison of these figures with those of
competitors indicates that "Heineken's" was the largest
selling imported beer for the period in question. Accordingly,
there would be no objection to the use in advertising of a
claim to this effect so long as "Heineken's" maintains its
present position of sales leadership.
Very truly yours,
Director, AY
ght E. Avis
and Tobacco Tax Division
The above letter is self-explanatory inasmuch as it states that Heineken9s is the
largest selling imported beer in the 11. S.
York City. Many visitors from the hotel,
club, restaurant and tavern fraternity will
come and visit our attractive exhibit. In
deed, this is a very busy time of the year
for our entire New York staff. However,
this extra activity has many attributes
in our friendly relationship with our
wholesalers, their staffs as well as with
very many retailers.
Cordially yours,
