VOL. XII, No. 1
At this time it is my great pleasure to
extend to our readers and their families
a very Merry Christmas and a Happy
and Prosperous New Year.
The year 1960 has indeed gone by
rapidly and in general, it has been an
exciting year for many reasons. For us,
it has been a good year. During 1960
our Heineken's sales throughout the
United States increased by 18% over
1959, and at the early part of Novem
ber, we exceeded sales of one million
cases! This indeed was a milestone in
our history and a proud achievement.
Our friends at Heineken's did not let
this occasion go unnoticed, as you will
see in this issue. We have every expecta-
on that the coming year will bring
further business to us and we are already
busy planning a new and exciting na
tional Heineken's advertising program
for '61 which will be helpful to us, our
wholesalers and our own sales organiza
tion.
There will be a test T.V. program of
very unusual singing commercials in the
Florida market and additional news
papers will be selected to cover the vari
ous markets throughout the country.
The little Heineken's baby which was
born in the United States in 1933 has
grown up to be a healthy, sturdy young
man with much of the Dutch character
istics for which the old country is so
well known.
I hope that each and every one of you
will have a very pleasant holiday season,
Cordially yours,
We Wish Our Readers and Their Families
A VERY MERRY CHRISTMAS AND A HAPPY NEW YEAR
The Windmill
PUBLISHED BY VAN MUNCHING CO., INC., 6 West 48th St., New York 36, N. Y.
Oo Our Olcippy Jamiivf:
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EDITOR: EDWARD W. RAMM
DECEMBER, 1960
