Heineken's -
Largest Selling
European Beer in U.S.A.
One Millionth Case
of Heineken's
Commemorated
A great tribute was paid to Heineken#s Beer
on its American business, in the official
German Brewing Magazine #/der Brauwer",
October 30, 1960 issue.
An exact translation of the article that appeared in the
(tder Brauwer" Magazine is reprinted below.
HEINEKEN'S BEER LEADS EXPORT
BEERS IN U. S. MARKET
In June of this year, the Dutch Brewery Heineken
broke a new record 100,000 cartons of beer were sold
on the American market. America has become a good
market for European beers, but Heineken's without ques
tion is at the top.
It was in the year 1933, that the American representa
tive of the Heineken Brewery was able to conclude the first
export contract 50 cases of beer and 25 barrels, to a beer
distributor in New Jersey, U.S.A. At the World's Fair in
1939 in New York the big break happened with a very
eye-catching sales display, Heineken succeeded in getting
more attention the Brewery fashioned their Pavilion
into a Dutch landscape, with a canal, bridge, windmill and
costumed girls. The Americans loved this panorama.
Still, Leo van Munching, the American representative
of Heineken's probably never dreamed that 20 years later
he would be able to achieve a yearly sales of over one
million cases of beer. Year after year the sales of Heineken's
beer increases between 20 and 30%. The Americans are
happy to pay more for their beer, if for their money they
can get European imported beer. Because the lighter, dryer
European beer finds an always greater friendly acceptance,
specially also with the ladies.
According to Mr. Leo van Munching, the American
hotel managers don't take enough advantage of this change
in the taste of the consuming public. The ever more in
creasing intercontinental tourist traffic is the best adver
tisement for the European exported beers, and in the case
of Heineken's, K.L.M. contributed an enormous service in
that they served Heineken's beer during flights.
Heineken's offers all American hotels not only the sale
of bottled beer, but also the sale of beer on draught. As
trademarks of the Heineken Brewery, the windmill and the
little costumed man with the long pipe are offered as em
blems, to be displayed in the American bars and restau
rants.
Heineken's Management Presents A Silver
Replica of Heineken's Beer Case
The first one millionth case of Heineken's beer to be
shipped to the United States during any year arrived in
the early part of November 1960. To commemorate this
achievement, the Directors of Heineken's Breweries asked
Mr. A. Cronheim to personally deliver, on their behalf, a
magnificent hand crafted silver replica of a Heineken's
beer case. The presentation was made during a sales meet
ing at the Van Munching 8c Co. New York offices. Present
were representatives from New York, New Jersey, Penn
sylvania, Connecticut and the office staff.
In accepting this gift, Mr. van Munching paid tribute
to all of the Company's representatives, wholesalers and
their salesmen for their magnificent part in making this
one million case shipment in 1960 possible.
Mr. van Munching recollected that only a few years
ago, they celebrated annual shipments representing less
than half this size.
In thanking Mr. Cronheim, Mr. van Munching asked
him to relay to the Directors of Heineken's his feeling of
appreciation on behalf of our entire organization as wel
as his expectation that Heineken's sales in the United
States will continue to grow, in the years ahead.
Shown above are: Mr. Leo van Munching, President of Van Munching
Co. with Mr. A. Cronheim who made the presentation of the silver
Heineken's beer case to Mr. van Munching on behalf of the directors
of the Heineken's Breweries.
