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PUBLISHED BY VAN MUNCHING CO., INC., 6 West 48th St., New York 36, N. Y,
VOL. X, No. 2
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E are about to finish our first quarter
our 1959 fiscal year (February
28thas we write this, and we are quite
optimistic that, in general, the sales quotas
jor the first quarter of 1959 will be met.
Our national sales growth year after
year has been phenomenal, as ivas the case
tn 1958 when we achieved a 25% in
crease over the previous year. The best
news, we find, is that Heine ken's is more
and more being asked for by consumers
in preference to other imported beers
We look forward with confidence to a
substantial sales increase during 1959es
pecially in grocery stores, super markets
and delicatessen stores.
We find that throughout the country
buyers for super markets and other chain
store operations have become quite in
terested in selling imported beers for
several reasons.
The margin of profit percentagewise
and dollarwise) on all imported products
is much bigger than on domestic items
and
therefore, the profit on imported
beers to the store owner is very attractive,
even if the volume, because of the higher
selling price, is limited.
Then, there is the prestige selling that
goes ivith imported beers. Food stores to
day believe very much in trading up.
I earnestly suggest that we go after
this large volume business. We intend to
display ma-
have some attractive
terial to help the impulse buying which,
in addition to other ample point-of-sale
material and a very substantial national
consumer advertising program, assures
constant consumer demand.
Our Pacific Coast Division reports that
tivo chain store groups, ivith a total
420 stores, have decided to stock Heine -
ken's in all of their stores.
is also interesting to report that we
have recently received the final approval
from the New York A P office to sup
ply Heineken's for their New York and
New Jersey stores.
Cordially yours,
EDITOR; EDWARD W. RAMM
FEBRUARY, 1959
Grocery and Supermarket
Displays Boost Heineken s
Sales
Illustrated above is a typical 6
display that has proven to build
Heineken's sales from 2
in the same retail store,
per month to
per month
more
Such displays are becoming a regular part of selling Heineken
by
aggressive distributors' salesmen everytvhere. It is a sure way to make
new friends for Heineken'smeet sales quotas, and build retailer, whole
saler and salesman profits
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