SUPERMARKET RETAILERS
See Heineken's
At Atlantic City Convention
POPULAR ATLANTIC CITY
RESTAURANT FEATURES
vIEINEKEN'S, ONLY
Heineken's has the distinction of
being the only product ever to place a
sign or other point-of-sale into Con
rad's Colonial Tavern, on Atlantic
Avenue in this heavily travelled sea
shore resort.
Shown above are Ed Lens, Van
Munching representative, Roy Hay-
man, Van Munching District Manager
and Mr. Conrad Schwartz, owner of
"Conrad's Colonial."
Connie, as he is called by his cus-
s-romers, had seen the Heineken's wind
mill elesewhere in town and broke a
long standing rule by asking to have
it installed inside his restaurant where
it is plainly visible to both his bar and
table patrons. In addition, a Heine
ken's wooden shoe menu rider now
appears on every menu.
As last reported, both windmill and
menu riders are doing a fine job of
trading up Conrad's customers to
Heineken's.
WELCOME TO NEW FACES
We salute the following newly ap
pointed distributors and welcome
them into the fold of our happy fam
ily:
Foot of Eslava Street
Mobile, Alabama
1527 Oglethorpe Street
Brunswick, Georgia
2224 Olive Street
Johnson City, N. Y.
Within four days, 13,000 supermarket operators from every part of the
United States, and many from Canada, Puerto Rico, Hawaii and other
countries gathered in Atlantic City, New Jersey, for their 22nd annual Con
vention.
Sponsored by the Super Market Institute, both members and non-members
came to this year's annual event to see the more than 650 participating manu
facturers that had set up exhibits in Convention Hall, to exchange marketing
ideas and to attend daily lectures by the great personalities of their industry.
HEINEKEN'S - THE ONLY IMPORTED BEER AT
S.M.I. CONVENTION
Heineken's also attended this Convention, with an exhibit alongside other
Netherland products. Included in the display was the new Heineken's floor
stand which, we are pleased to say, attracted much attention among super
market operators.
We were extremely pleased to have had many of the supermarket opera
tors visit at our booth. Some retailers who have not to this date carried
Heineken's on their shelves, asked us for the name of the wholesaler serving
their territory. In all, we returned with the feeling that Heineken's belongs
in the super market, and that Heineken's will be building even greater volume
with more and more supermarket displays.
J ax Distributing Co., Inc.
Standard Distributors, Inc.
Lucas Distributing Co.
Pictured above are the twin Dutch "meisjes" we had the pleasure of having with us at the
S.M.I. Convention. Please note the new Heineken's floor stand which was the feature of our booth.
