Heineken's
Area Export Manager
Visits United States Markets
am
1-am if if
MR. SIBE MINNEMA FINDS SALES LEADERSHIP
FROM COAST TO COAST
The Windmill
PUBLISHED BY VAN MUNCHING CO., INC., 6 West 48th St., New York 36, N. Y.
VOL XI, No. 5
EDITOR: EDWARD W. RAMM
AUGUST, I960
Oo Our OJc
Our readers will have by now enjoyed
a well deserved summer vacationor are
looking forward to one very shortly.
We are especially pleased with our
Heineken's sales for the first eight months
of this year, showing more than a 20%
increase over the same period in 1959, in
spite of a general business slowdown, of
which we hear much in the beer and liquor
trade. I am grateful to all of you who have
been instrumental in keeping Heineken's
the sales leader of the imported beer field
in the U.S.A.
We had a very welcome visitor recently,
Mr. Sibe Minnema of Heineken's, Amster
dam, who was deeply impressed by what
he saw of our nationwide organization in
the various markets that he visited. At our
meeting in New York, he gave us a most
interesting talk about the world wide scope
pf Heineken's.
Because of our growing sales volume,
we have decided to further increase our
sales organization with additional repre
sentatives in California, Florida, Pennsyl
vania and New Jersey. We have appointed
Mr. Sydney Krivan as the Manager of
our Southern Division while we also pro
moted Ed Lens to be the new Mid-Atlantic
Divisional Supervisor covering the States
of New Jersey, Delaware, Maryland and
Washington, D. C.
Our good friend, Jack Koenig, who has
done such a wonderful job for us in the
Southern Division, has asked to be re
lieved of Jus responsibilities as he feels
the time has come for him to "go fishing"
and taking it easy.
This added manpower confirms once
again our great faith and confidence in the
services rendered by us to our wholesalers
for the benefit of more Heineken's sales.
With our substantial national consumer
advertising in many Sunday newspaper
magazines, as well as in other advertising
media, we feel that we are well prepared
to maintain, strongly and firmly, the en
viable position that Heineken's has held
for many years, in spite of aims by other
imported beer brands to make inroads in
the imported beer business in the U.S.A.
Cordially yours,
Left to right: Mr. Minnema chats with Mr. Leo van Munching, Mr. J. P. Connelly, and Mr. William Schwartz,
officers of Van Munching Company, Inc., prior to his addressing the Van Munching Company, New
York, New Jersey, Connecticut and Pennsylvania representatives at a special meeting held at the Nether
lands Club of New York. A complete report of Mr. Minnema's visit to the United States can be found in
this issue.
