fpljy Distributed Holland Beer
Beers shipped to the United States
the Royal Court of Holland. He
stated, "The company Heineken's
had been purveyors both to Her
Majesty, the Queen of The Neth
erlands, as well as His Royal High
ness, the Prince of the Nether
lands, for many years. It has,
however, always- been the policy
of management Heineken's not to
exploit this privilege in their ad
vertising out of respect for the
royal dignity."
Mr. Minnema continued, "In
Holland, our home market,
Heineken's operates three major
Breweries located in Amsterdam,
Rotterdam and in Hertogenbosch,
supplying more than one third of
the total beer consumption in
Holland. This means that also in
its home market, the Heineken's
brand is by far the largest selling
beer.
"The Dutch brewing industry
Ts a: veiyrjld industry, dating back
over 1,000 years. There are pres
ently approximately 35 Breweries
in operation in Holland. Most of
these Breweries are of regional
importance only. The world brew
ing concern Heineken's also owns
and operates 19 Breweries located
in various parts of the world.
"Is it therefore no wonder that
the Heineken's management," he
continued, "looks with much con
fidence to further increased vol
ume of sales for its fine product,
not only in the United States but
also in other markets?"
While on the West Coast, Mr.
Minnema visited our Pacific Divi
sion Headquarters at Beverly
Hills to meet our fast-growing
Pacific Division personnel and to
"visit some of our Heineken's
wholesalers. He reviewed with
much enthusiasm the progress in
Heineken's sales and in particular
the fast-growing Heineken's
draught beer retail outlets.
Thereafter, he visited the Mid-
Western Division where our Mr.
Leo van Munching, Jr. was able
to acquaint him with the great
strides that have been accom
plished in the Mid-Western area
and in particular, the Illinois
market.
Mr. Minnema returns to Hol
land, after a tour of the Caribbean
territory with an assured feeling
that the representatives and dis
tributors of Van Munching 8c
Company have what it takes to
continue to build the Heineken's
brand throughout the United
States.
mm-
Ed Lens, the new Van Munching Company Mid-Atlantic Division Supervisor, is congratulated by Mr. van
Munching and Mr. Minnema on his appointment. The announcement was made at the sales meeting in the
Netherland Club of New York.
