Dr. Emmens told the audience of Van Munching 8c
Co. sales personnel of the many adjustments that had to
be made during the early days% of selling Heineken's in
the United States. He recollected that they used to ship
72 bottles of beer in a wooden crate and the difficult
time Mr. van Munching had in explaining that, here in
America, they would not handle these unwieldly ship
ments. Likewise, Dr. Emmens said, there were many many
changes that Mr. van Munching had to have accomplished
before a thorough expansion into the United States mar
ket could be attempted.
During the cocktail party that immediately followed
the sales meeting, the honored guests, the Van Munching
8c Co. executive and sales staff and many members of the
trade press were invited to see one of the new Heineken's
9.2 gallon barrels tapped, and to try Heineken's on
draught.
There were many surprises in store for the honored
guests during the dinner party that evening
The first came as they entered the dining room. Above
the dais, hung a huge shield with a photographic repro
duction of the Three Musketeers. In this shield were the
unmistakable facial images of Mr. Feith, Mr. van Munch-
ing and Dr. Emmens (see photo on page 1)
Later in the evening, Mr. Jim Connelly, Vice President
and one of the oldest Heineken's troopers, delivered a
stirring visual presentation to the honored guests and
others present. The presentation contained a complete
recap of how Heineken's was brought into the American
market in 1933 by Mr. Leo van Munching, together with
the wholehearted cooperation and good wishes of Mr.
Feith and Dr. Emmens.
The highlights of the presentation recalled the many
now famous steps that had led to Heineken's success in
the United States. It became quite clear to everyone pres
ent that these three men had played an important part
in this 26-year history.
As the presentation progressed, the theme "The man
with the briefcase" began to formulate. The symbol of a
brief case with the initials LvM was seen coming to the
United States in 1933 and appeared, again and again,
until finally the same briefcase was visualized much larger
and as if it contained the sales growth of Heineken's in
the United States. Factually, it was the story of Heineken's
and Mr. Leo van Munching.
At the conclusion of this presentation, Jim Connelly
^hen presented to Mr. van Munching and each of the
distinguished guests an initialed leather briefcase to sym
bolize their participation in the success of Heineken's in
the United States.
teers Celebrate Reunion
ill
Another surprise of the evening was a visual presentation made by Jim
Connelly to the three honored guests. The theme of the presentation was
"Follow the man with the brief case". Mr. Connelly reviewed the history of
Heineken's in the United States and the important parts that Mr. Feith, Dr.
Emmens and, of course, Mr. van Munching have played during the past
26 years.
Mr. Feith (center) took time off from his midwestern trip for a luncheon
meeting with members of our Midwestern sales staff. From left to right:
Leo van Munching Jr., Pat Kenneally, Mr. Feith, Scotty Spence. Standing
are Dick Geary (left) and Tom Kenneally (right).
