M
UUHOLESflLERS COnUEIITIOn
these people requesting our franchise and
one begins to realize just how far the
brand has progressed since its reintroduc-
tion in the United States in 1946 after
World War II. In a short span of ten years
Heineken's reached its present position in
today's market:
"The largest selling imported beer in
the United States."
The theme of this year's meeting was
"Operation Survival." Mr. John D. Stacy's
keynote speech brought out the problems
facing our wholesalers today.
The crux of the solution to this
problem lies in closer cooperation be
tween wholesaler and brewer in mer
chandising the brand at the wholesaler's
level.
At one time, the wholesaler's success
""depended solely on the service he ren
dered to his customers. This service in
cluded transportation, credit, warehousing
and delivery. These were sufficient for
him to be successful at moving merchan
dise. Today's wholesaler, due to the high
ly competitive nature of today's market
ing, must provide all of the above services
and, in addition, he must employ brand
merchandising and advertising ideas in
order to successfully move goods.
The wholesaler is the marketing special
ist in his area. It is he who must take
the brewer's marketing and advertising
program and exploit it effectively in his
own locality to the best advantage of the
brand he is selling. In using all of the
tools in merchandising and advertising
that the brewer puts at his disposal, and
in addition to performing the basic ser
vices to his customers, he will be able to
meet the stiffer competition of today's
tket.
Enjoying a snack and a pleasant chat in the Heineken9s Hospitality Room are Mr
and Mrs, Bob 09Keefe of Pabst Distributors, Detroit, Michigan, Mr, Bob Trevathan
and Mr, Leo van Munching, Jr, and other guests.
The Van Munching Company personnel enjoying a snack at the Heineken9s Hospi
tality Room, Reading from left to right: Grace Arcoro, Secretary to Mr, van Munching,
Thomas J, McArdle, in charge of advertising and Point-of-Sale, Joseph Graci, Penn
sylvania representative and James P, Connelly, Metropolitan New York Sales Manager,
