First Draught Shipment of
Heineken's Beer
Arrives in California
HEINEKEN'S
TIC AUGHT BEER
VOL. XI, No. 2
njT*
An
The Windmill
PUBLISHED BY VAN MUNCHING CO., INC., 6 West 48th St., New York 36, N. Y.
EDITOR: EDWARD W. RAMM
FEBRUARY, I960
Our OJappy, ^family,
SINCE writing you last, almost two
months have gone by, the first two
months of our 1960 fiscal yearAm still
recuperating at home with my leg healing
nicely so that, before long, 1 shall be back in
full action again at my office in New York.
During this time, many new plans to fur
ther increase our national sales have been
made. National sales goals have been estab
lished and the advertising program for 1960
has been completed. Our national advertising
will commence at Easter time. Much more
emphasis has been given to consumer adver
tising in local markets, giving our many
wholesalers further and direct local support.
There will also be radio spot announcements
in some other markets while in addition, bi
weekly Heineken's ads will appear in NEWS
WEEK magazine for a seven-month period.
In addition to NEWSWEEK with a circula
tion of over 1,350,000, the total circulation
>f the local Sunday supplement advertise-
ments amounts to over 14,000,000 so that, in
total, each Heineken's consumer advertise
ment will reach approximately 15 million
families.
There will be more point-of-sale material
with additional attractive display pieces too.
Our Company's field organization has fur
ther been increased. We have now established
a Pacific Division with offices at Beverly Hills.
Mr. James P. Garvey has been appointed as
its Manager, assisted by Grenville C. Harris
and a staff of eight representatives in this
Division. Additional manpower is being add
ed to other territories, giving better coverage
and assistance to our wholesalers throughout
the entire country.
The California market has now been sup
plied for the first time with Heineken's
draught beer and the picture on this page
shows this happy event. I wish we could sup
ply more of our wholesalers with barrel beer
but we are not always able to do so because
of a cooperage shortage, as well as technical
considerations.
If sales for the first two months are an in
dication of things to come, then we are going
in the right direction. So far, sales are 42.5%
ahead over the first two months of 1959 and
that was done in my absence! What's going
to happen when I am back in action?????
Cordially yours,
Cones to «fern,a
On board steamer LOCH LOYAL, which arrived in the Port of Los Angeles, California, on January 21,
1960, there were 225 barrels of Heineken's Beer consigned to Sunset Beverage Company of Culver City.
This is the first shipment of Heineken's draught beer to come to the West Coast and will be followed
shortly by a further draught beer shipment for Park Beverage Company of Los Angeles and Premium
Products of San Francisco. These three beer distributors will handle Heineken's draught beer as well
as case beer. Many accounts have already been opened, ready to flow!
Pictured above photograph, reading from left to right: Chief Officer, ss LOCH LOYAL
Gren Harris, Assistant Division Manager, Van Munching Imports Co. Sam Frontino, Sales
Manager, Sunset Beverage Company Bob Bristow, Sales Representative, Western Beer
Distributing Corp. John Richter, Owner, Sunset Beverage Company James P. Garvey,
our Pacific Division Manager, Van Munching Imports Co. and Western Beer Distributing
Corp. Joseph Ross, Special Representative, Western Beer Distributing Corp.
We are happy that the Brewery in Rotterdam was able to supply us with additional barrels so that
we could introduce Heineken's on draught in the very important California market:
