Heineken's is the only Nutim
f
Represents Over 92% of all Dutch
Mr. Sibe Minnema, the West
ern Hemisphere Area Export
Manager of Heineken's Bierbrow-
werij Mij., N.V. of Amsterdam,
Holland, recently completed a
visit through Canada and the Uni
ted States markets.
After crossing the Canadian
Continent, Mr. Minnema visited
the West Coast Division, the Mid
dle West and finally, New York,
giving him ample opportunity to
review the extensive distribution
and sales for our world famous
Heineken's brand in North
America.
Before leaving for the Carib
bean, a reception and cocktail
party at the Netherland Club of
New York, was tendered to Mr.
Minnema by Mr. van Munching
and the New York, New Jersey,
Connecticut and Pennsylvania
sales staff of Van Munching 8c
Company Inc.
At this reception Mr. Minnema
stated, "Contrary to recent state
ments in the trade press, I want to
reaffirm that Heineken's is the
only Holland imported beer with
nationwide distribution in this
country. Recent Dutch beer ex
port statistics show that shipments
of Heineken's to the United States
alone, represent more than 92%
of all the Dutch beer shipped to
this country. This is a continua
tion of the leadership of Heine
ken's sales in this market, as built
by the Van Munching organiza
tion and its distributors.
"As to the six other brands of
Dutch brewed beers presently ex
ported to the United States, a very
substantial portion of these brands
are being sold to discount chain
stores in certain regions of the
country by virtue of much lower
retail prices without the benefit
of brand building through mer
chandising and national adver
tising."
Mr. Minnema stated further
that Heineken's is not only the
largest selling imported beer in
the United States but, also, the
largest continental exported beer
throughout the world. The Heine
ken's export shipments to 128
countries represent over 60% of
the total beer exported from The
Netherlands. His organization is
very proud of the fact that they
also serve American military bases
overseas where Heineken's Beer is
the largest selling European beer.
As a matter of interest, many
American Embassies in Europe,
Africa and Asia regularly are sup
plied with Heineken's Beer di
rectly from Holland for their use
Mr. Minnema was asked wheth
er Heineken's Beer was served at
Members of the Pacific Coast division of Van Munching Company had an opportunity to review the
progress of Heineken's in their territory with Mr. Minnema. Shown above are (left to right) Bob Bristow,
Special Draught Beer Representative, James P. Garvey, Pacific Division Manager, Joseph Ross, Special
Representative, Mr. Leo van Munching, Jr., Mr. Sibe Minnema, Charles Reed, Special Representative,
Gren C. Harris, Assistant to the Pacific Division Manager.
