1958 Marks 25th Anniversary
Of First Shipment Of Heineken s
Holland Beer Into The
United States After Repeal
C ToOur (fCapp (Tamily:
The Windmill
PUBLISHED BY VAN MUNCHING CO., INC., 6 West 48th St., New York 36, N. Y.
VOL. IX. No. 2
HEINEKEN'S SILVER ANNIVERSARY IN U.S.A.
APRIL, 1958
AT the time you receive this issue, it
will have heen 25 years agothat the
first shipment of Heine ken's Beer arrived
in New York from Rotterdam on April
1, 1933.
This being our 25th silver anniversary
for Heine ken's in the United States, I
thought I would let our readers become
acquainted with some of the outstanding
facts that have happened during this
period.
It behooves us to make our silver an
niversary year the biggest year we have
ever had, as far as sales, distribution and
organization are concerned. Our first
quarter covering the months of December,
January and February show a substantial
increase in national sales, close to 20%,
while the month of March was a 30%
plus month.
If we keep this up, 1958 will be re
corded, not only as our jubilee year, but
a three-quarters of a million case year
and that's a lot of beer in anyone's lan-
t
With our increased national advertising
budget, our expanding sales organization,
with additional wholesalers, I am confi
dent that our 1958 goal will be reached.
We are in the very fortunate position that
our national sales do not reflect the reac
tions of the present economic slowdown,
about which we read but it will be up
to all of us not to slow down in our efforts
to open more new retail accounts and in
crease sales in the very many retail ac
counts where Heineken's is now proudly
being served.
The officials at the Heineken's Brewery,
in recognition of our accomplishments
have set aside the month of September as
our silver anniversary month, coinciding
it with the official opening of the new
Heine ken''s Brewery in 's Bosch, Holland,
where I will be an honored guest. 1 know
you will want to rejoice with me and I
thank you profoundly for your whole
hearted support in the months to come.
Cordially yours,
Unloading the first shipment of Heineken's Beer to arrive in the United
States on April 11933aboard the S.S. Statendam. The man with the
raincoat is Mr. Feith, Heineken's Export Manager. The man next to him
is Mr. Herbert Maynard, the importer
