THE ELEGANCE OF
HEINEKEN'S
NASSAU.i BAHAMAS
cTo (9ur cKappyj ofamily:
The Windmill
PUBLISHED BY VAN MUNCHING CO., INC., 6 West 48th St., New York 36, N* Y,
VOL. IX* No. 3
HEINEKEN'S SILVER ANNIVERSARY IN U.S.A.
JUNE, 1958
WE have now concluded the second
quarter of our 1958 fiscal year and
contrary to general business conditions
about which we hear so much, our sales
thus far are very substantially ahead over
the same period for 1957. There are a few
of our territories where business has been
slow but this represents only a small per
centage of our national sales.
I am pleased with our results because it
confirms the faith that we have in our
business and our peopleand the measures
we took in the early part of this year en
larging our sales organizationincreasing
our advertising expenditures and point-of-
sale materials, have now been fully justi
fied. We look forward with much confi
dence to further sales development in
1958, the 25th year of Heineken's success
in U.S.A.
Heineken's has received another distinc
tion in that Heineken's Beer has been se
ated as the European beer to be featured
at The American Pavilion Restaurants at
the World's Fair in Brussels, Belgium. We
owe gratitude to the owners of the Brass
Rail Restaurants for their selection which
was made with the full approval of the
representative of the U. S. State Depart
ment at the Fair.
It is pleasing to further mention the
popular response to Heineken's Beer on
draught in markets where it is being made
available such as New York, New Jersey,
Connecticut, Massachusetts, Georgia, Flor
ida, and the Middle West.
While attending the recent Wholesalers
Convention in Chicago, there were many
of our wholesalers in attendance which
gave me a wonderful opportunity to greet
them all in person. It was most enjoyable
to hear the general favorable reactions to
the increased Heine ken's sales whereas,
often other brands they distribute did not
show increases this year.
I really believe we are riding a very
successful crest and we will do everything
to keep this going.
Cordially yours,
The world's finest lager is featured in this showcase setting at Burn's House
Limited, famous Wine and Spirit merchants of Nassau, Bahamas, where
Heineken's is a popular favorite with the tourists and the local residents