THE SAGA OF THE '56 SERIES
HEINEKEN'S
HEINEKEN'S RANKS FIFTH
AMONG ALL BEERS IN THE
BEST CLUBS IN THE U. S.
CONVENTION NEWS
WATCH FOR
HEINEKEN'S NATIONAL
ADVERTISING
OCTOBER, NOVEMBER AND
DECEMBER
LEADS AGAIN
NEWSWEEK
HOLIDAY
SPORTS
ILLUSTRATED
ESQUIRE, west
coast edition
DINERS CLUB
Oct. 8
November
Oct. 8
Oct., Nov., Dec.
Oct. Nov.
'Twas the third of October, a warm sunny day
While Maglie was pitching, the Dodgers made hay
Gil Hodges homered, the Bums took the lead
And three more victories was all that they'd need.
The fourth of October saw the rain come down
The Yankees were walking around with a frown
Rest for the Dodgers, a big break indeed
And three more victories was all that they'd need.
The fifth of October saw big Newk in a fix
By the top of the second the Yankees had six
But two innings later the Bums took the lead
And two more victories was all that they'd need.
The Sixth of October saw the Bums in hot water
They were finally stopped by old Enos Slaughter
But ahead by one game it was still Brooklyn's show
Needing two victories with four games to go.
October the seventh, and the Yanks were in heaven
They won six to three as Sturdy fanned seven
Never give up, the Bums weren't through
With three games to go they still needed two.
October the eighth gave Brooklyn a fit
The Dodgers went down with nary a hit
The Yankee fans were having their fun
With two games to go all they needed was one.
On the ninth of October from the Bums thinning vine
They plucked off a winner in Clem Lab ine
Robinson's hit brought home the big run
And with one game to go all they need now is one.
'Twas the tenth of October, "D" day was here
But that night Brooklyn Rooters all cried in their beer
The Yankees scored nine and the Dodgers had none
And with no games to go they still needed one.
Take heed Dodger rooters you need shed no tear,
You can always say, Remember Last Year
And come next October we'll be in there once more
four.
Aiid with seven to go all well need will be
It is only fitting that the largest selling
imported beer in America should lead
the field in a new marketing idea for
beer. We have just completed nego
tiations with the Beverage Gift Service
of Beverly Hills, California to include
Heineken's Beer among other items that
they offer in their gift service. This gift
service, an affiliate of the Diners Club,
is unique insofar as any individual or
business concern can send gifts of Heine-
ken's Beer to any person residing in the
United States, and be assured that the
beer will be delivered. The sender merely
A recent survey made by Club Man
agement Magazine in which they polled
577 top private clubs in various sections
of this country as to the brand prefer
ence of their members for beer and
liquor, HEINEKEN'S IMPORTED HOL
LAND BEER ranked fifth among all
beer brands, both imported and domestic,
as the choice of the membership of these
clubs.
Furthermore, HEINEKEN'S ranked as
No. 4 in the first preferred group and was
the only imported malt beverage brand
mentioned.
The result of this survey unquestion
ably shows that the more discriminating
people prefer HEINEKEN'S and our sales
reflect this enormous popularity.
November 12-16 we will be at the
41st Annual Hotel Exposition which will
be held at the New York Coliseum.
We will be in booth #3160 on the
third floor.
Our booth will contain a scale model
of a windmill in Harderwijk, Holland
and a replica of a typical old Dutch
house. A pretty Dutch Miss will be on
hand with our representatives to greet
the many visitors.
sends his check or money order to the
Beverage Gift Service and this service per
forms the rest of the function. We are
fortunate in being the only beer, imported
or domestic, that is listed with this ser
vice and we are looking forward to a
considerable volume of extra business.
The first ads appeared in the Diners
Club Magazine, Sports Illustrated and
Newsweek, their editions of October
8th. Already we have been notified that
there have been numerous requests in re
gards to Heineken's Beer which seems to
prove our expectancies are not unfounded.
The National Turf Dailies
York, Chicago and Miami.
New
In addition regular trade paper adver
tisements in The Observer, The Servei
and Beverage Retailer Weekly. Also radio
spot announcements in several markets.
