Heineken's at 23rd Annual
Supermarket Institute Convention
More than 15,000 supermarket operators and store managers gathered in
Atlantic City from May 1st through 4th to attend the 23rd Annual Super Market
Institute Convention.
Heineken's was proudly displayed to this important group of retailers, as
shown in the illustration above.
Mr. Kronheim, a believer in organi
zation, has been responsible for the
promulgation and growth of a number
of trade groups in Washington and
Baltimore. His expansive and friendly
personality makes him the friend and
advisor of his retail customers on many
personal and industry problems and he
has continually sought legislation and
regulation which would improve and
strengthen the alcoholic beverage in
dustry.
Doc Cohen's experience as a retail
druggist (druggists sell alcoholic bev
erages in D. C.) has equipped him to
assist beverage dealers in the merchan
dising of their goods and he has devel
oped his ideas along these lines so
constructively that the sales promotion
department of the Kronheim company
is probably one of the most active and
extensive operations of its kind in the
country.
Both partners are men with a deep
appreciation of their responsibility to
their employees, their community and
its civic and social welfare programs.
Kronheim personnel policies have
always been progressive and a number
of men who began with the company
in its early days are still with them.
One of the many personnel programs
which has benefited these employees
was the establishment in 1953, of a
^medical care plan, a life, accident and
disability insurance plan and a profit
sharing retirement plan which covers
the nearly 200 employees working in
Maryland and the District.
Mr. Kronheim's civic efforts in not
only representing himself but the com
pany have earned many citations of
merit for his company and its partici
pation. One of his greatest honors came
to him in 1960 when the National Con
ference of Christians and Jews awarded
him a citation before an overflow audi
ence of Cabinet members, legislators,
Supreme Court and other members of
the judiciary and many fellow trade
members, assembled to do him honor.
He is the father of Municipal Court
Judge Milton S. Kronheim, Jr. and
Mrs. Samuel Stahl, and the grandfather
of six. His favorite sport is baseball,
which at the age of 71 he continues to
play at least once a week, weather per
mitting, as he has done for the past
half-century.
A bachelor, Doc Cohen is actively
interested in agencies dealing with
mental health for children, welfare of
the aged and religious education. He
served with the U. S. Army in World
.^War II from 1942-1945.
Here is a distributor whose record
is proof of its progressive attitude to
wards sales, personnel and community.
As the result of our presence at this
Convention, we feel more than ever,
that Heineken's deserves special atten
tion in the supermarket field. Many re
tailers stopped at our booth to tell us
how much they themselves enjoy
Heineken's and, of course, to discuss
the Heineken's sales in their own
market.
There was an overwhelming re
sponse to our 6-pack floor stand which
was only introduced a year ago this
month.
Many of the retailers felt that Heine
ken's, because of its unique character
and unusually good acceptance for
such a high price product, should be
given extra play with floor stands and
even larger floor displays.
We thank the supermarket operators
of America for the splendid coopera
tion given to us in Atlantic City and
hope that each and every Heineken's
salesman will follow through to build
Heineken's supermarket sales in his in
dividual territory.
New Heineken's
Point-of-Sale
The following new items have been
added to our P.O.S. material supply.
Order them by code number through
your Van Munching representative.
Delivery will be made from our New
York warehouse.
Features the Happy Heineken's Man
in miniature poster form. Ideal sign
for window background. Has two easels
for standing. Packed 25 to a carton.
17" blow-up, code #A 70
23" blow-up, code #A 71
Full color cardboard blow-up of the
Happy Heineken's Man and bottle for
grocery, delicatessen and tavern win
dows. Each blow-up is printed in fade
resistant colors and has an easel for
easy installation. Packed 25 to a carton.
A bright horizontal identification
sign with space for local prices. Printed
on cardboard with an easel on the back.
Packed 25 to a carton.
fJiJfiJhll 4
iC. p «a|
Billboard Sign Code #A 11
Happy Heineken's Man Blow-Ups
Price Sign Code #A 73
