BOENING BROS.
■a
Heineken's Distributor of the Month
ROSEDALE, N. Y.
(left to right) Harry and Phil Boening, Owners of the Boening Brothers Beer Distributorship on Long
Island.
Boening Brothers is Long Island's
largest beer distributor. Its operation
began in 1901 when Philip Boening
Sr. turned from farmer to businessman
with little more than a horse, a cart and
some warehouse facilities. It has been
said many times that the story of Boen
ing Brothers is comparable to the best
of the success stories in American busi
ness history.
Today, the Boening Brothers, Harry
and Philip (jr.) together with their
sons, Hap, Larry and Jerry, manage
and form the nucleus of this progres
sive and efficient organization.
The Heineken's and Boening Broth
ers relationship began in 1946 after
Van Munching 8c Co. surveyed the
status of the Long Island distributors.
It was a happy day for all concerned
when Mr. van Munching drove up to
Boening Brothers to discuss the exclus
ive distributorship in Nassau County
for Heineken's. Since that day, both
Heineken's and Boening have pros
pered from ever increasing sales.
The Boening Brothers organization
truly reflects progressive thinking, in
step with an ever increasing population
and economy. Today, Boening Broth
ers services more than 3,600 licensees
in a 350 sq. mile area incompassing all
of Nassau county and the western por
tion of Suffolk county.
To give adequate coverage and
prompt service, they employ 16 sales
men, plus 2 draught specialists, 4 mer
chandisers, 28 delivery men, 16 helpers
and an office staff of 6. In addition to
31 delivery trucks, they maintain 2
33 ft. trailer trucks, 4 lift trucks, a panel
truck for emergency deliveries and a
maintenance department that handles
all repairs for all vehicles (and even
miscellaneous repairs on electrical
signs and other advertising pieces)
In physical equipment, Boening
Bros, maintains a storage warehouse
with over 11,000 sq. ft. of floor space, a
second warehouse for daily loading, an
administration building, a draught
cold storage warehouse, a maintenance
shop plus miscellaneous point-of-sale
warehouses. To look at a map of Boen
ing Bros, is like looking at a map of
an army base complex, intricate,
yet fully organized.
Even though Boening Bros, distrib
utes two top volume domestic beers
(Piels and Miller's High Life)it
focuses its undivided attention to the
Heineken's sales program. Each sales
man is given a yearly quota for Heine
ken's which is broken down by month
and week. This quota is discussed at
each weekly sales meeting and each
man is given all the support necessary
to help him keep ahead of his quota.
The result is approximately 90% dis
tribution of Heineken's among all beer
licencees.
Boening Brothers entertains an ex
cellent relationship with its accounts.
All orders received before 1:00 P.M.
will be delivered the following day.
The normal delivery schedule is 48
hours.
The four merchandisers are set up o~
routes to be certain that each produc
is properly identified in each account,
and to make sure that all supermarkets
and chain stores receive the necessary
amount of merchandising support. It
is this type of assistance that has made
the Heineken's "Silent Salesman" a
very important sales tool within the
Boening territory.
Each salesman is responsible for tb
rotation of beer in each account, whicK^
as you know, is a very important func
tion to keep both the retailer and con
sumer pleased with the product that
they purchase.
