HEINEKEN'S AT THE
HEINEKEN'S -
TRADITIONALLY FAMOUS
FOR WORLD'S FAIR
ACCLAIM
Since 1837 Heineken's unmatched fla
vor and quality have brought it World's
Fair acclaim. Heinekens awards at
World's Fairs have been in Paris 1873,
Amsterdam 1883 and Paris 1889. Other
acclaim at Chicago 1933, New York 1939,
and now in Brussels 1958.
In the accompaning illustrations you see
the 1958 Brussels World's Fair the
American Pavilion the Heineken's
corner and interior view of the Heine
ken's Hoek.
In contrast we show you the familiar
Heineken's aan de Zuiderzee restaurant
of the New York World's Fair 1939. It
was here that Heineken's met the Ameri
can public en masse. (In one weekend
alone some 36,000 glasses of Heineken's
Beer were consumed there.)
This Heineken's exhibition was consid
ered to have been one of the outstanding
foreign representations at the New York
World's Fair and could very well be con
sidered the formal acceptance of Heine
ken's in America. It was an artistic repro
duction of the famous fishing gate of Mr.
van Munching's hometown, Harderwijk,
and was located directly on the lagoon
complete with a fisherman's wharf and a
typically Dutch fishing smack, which was
brought here from Harderwijk.
This sailboat was about *forty years old
and as a young man, Leo van Munching
sometimes sailed aboard it with the pro
fessional fishermen during his summei
vacation.
Now, nineteen years later, at the Brus
sels World's Fair, in keeping with the
prestige and standing of Heineken's in
Holland, the Netherlands government
wanted Heineken's to arrange for a typical
Holland bar where Heineken's Beer is
featured exclusively.
The operators of the Brass Rail Restau
rants in New York were faced with a
decision as to what brand of European beer
to select for their restaurants at the U. S.
Pavilion at the Brussels Expo. Heineken's
was their first preference, since it is the
largest selling imported beer in the United
States and a welcome favorite among
European travellers and members of the
U. S. Armed Forces in Europe.
Interior view of the modern Heineken's Tavern, "The Heineken's
Hoek" at the Brussels World's Fair.
The Heineken's Corner of the official Netherlands Pavilion at the
Brussels World's Fair
