DISPLAYS SELL HEINEKEN'S
FROM COAST TO COAST
one the opportunity to create to his
best likings. The work of Chris J.
Lanooy (a decorator of buildings, etc.)
will testify to his intensive spirit for
ever; his craftsmanship is the secret of
the fire and his art of painting. He es
pecially showed it in his color impres
sions.
During that period, we see a need for
enriching the form with glaze, which
was inspired by experiences in nature.
These ceramists replaced imitation
definitive with invention and personal
experience, the results of which are
shown in the work of the younger ones,
such as Just van Deventer, Meindert
Faalberg and Frans Slot.
Now let me go over our modern
ceramic so we may happily state that
the artistic sense for pottery, which at
one time seemed dead, during the last
half of the century has revived.
A product has been the result of
that, which generally has gone through
the development of the industrial art,
but which in its best expressions could
be leading because everytime com
pared to its foreign
contemporary it
shows its own char
acter and certainly
does not stay be
hind.
Moreover, the
profession revives.
Matter, form,
color, glaze; each
part of the process
has and requires an
uninterrupted and
personal care.
Here one arrives at the possibility of
an artistic sense, supreme performance
of the product. To be an Artist-Ceram
ist, is the only wish at this moment.
After the impressions of the modern
Dutch ceramist, who still delivers to us
these handsome beer jugs of which
even a collector of antiques and curio
sities can be proud, I will conclude this
article with a resume of an article
which appeared in 1890, in Vienna, by
Dr. W. Schulze.
Schulze set up for brewery circles
quite a sensational viewing, an appre-
ciator's scale for the use of the different
kinds of beer jugs, which with this will
)e rescued from oblivion.
Freely translated into English by
J. Renier Van Tnyn
Retailers everywhere are putting in
Heineken's displays to trade-up their
customers and their profits.
On this page we are including but a
few of the many photos that we have
received from all parts of the United
States showing newly set up Heine-
ken's displays.
In each case, the Heineken's sales
picture showed a definite rise after the
installation of the display. Let us hear
about your display activities too.
This display in the lower lobby of the Statler Hotel
in Los Angeles is another fine fob of our Mr. Joe
Ross (second from right). Hundreds of people pass
this spot each day as they park their cars in the
popular Statler garage in downtown Los Angeles.
Mr. E. K. McLoughlin (left), the store Manager and
our Mr. Gren Harris (right) look on with approval.
(L-R) Mr. Louis Pontani, owner of the Casa Lido
Barn and Liquor Store in Trenton, New Jersey, and
Mr. Edward Lens, Van Munching representative
stand alongside what looks to us like a 25-case
island display. The Heineken's giant display bot
tles, wooden shoes and windmill topofF the dis
play and add to its attraction.
From Carl Mayer in Florida, comes this photo of
a 28 case Heineken's display in State Liquor Store,
Rt. #7, West Hollywood. Please note that the size
of this display warranted the installation of two
Silent Salesmen with two rows of Heineken's cases
in between.
Shown above is the Heineken's Holland Beer
Booth at the recently held Washington State Li
censed Beverage Association Convention in Yaki
ma, Washington. Mr. Charles Dohoney, Van
Munching representative, installed and manned
the booth during this 3-day Convention.
Meimekem
sw? 1
In a special 2-week Heineken's promotion, the
Treadway Inn of Rochester, N. Y. set up the above
display and included "Heineken's Welsh Rarebit
Golden Buck" on their Men's Luncheon Club Menu.
Shown above are (L-R) Mr. Kevin Whittaker, Ban
quet Manager of the Treadway Inn and Mr. Paul
Formanek, Van Munching representative.
