NEW HEINEKEN'S SPECTACULAR
AT AMSTERDAM AIRPORT
Shown above is the new spectacular Heineken's neon sign that has been
installed at the Amsterdam Airport. It measures over 100 feet long and 15 feet
high. The sign reads on one side "HEINEKEN'S BIER Het Meest Getapt"
which means "HEINEKEN'S BEER The Most Popular Available." From the
reverse side, the sign reads "HEINEKEN'S BEER Favoured in 128 Countries."
The Amsterdam Airport, Schipohl, is not only the largest airport in
Holland but one of the busiest ones in all of Europe second only to London's
International Airport.
In addition to many thousands of international travellers who pass
through Schipohl Airport, there are also many more sightseers visiting there
each week.
The Windmill
PUBLISHED BY VAN MUNCHING CO., INC., 6 West 48th St., New York 36, N. Y.
VOL. XII, No. 2
EDITOR: EDWARD W. RAMM
FEBRUARY, 1961
Do Our DSappy Damify,:
lT.
MANY of us have had to cope with very
severe winter weather whichaccording
to reportshas been the worst in many
years. Aside from the inconveniences, the beer
businessin generalmust have been affected
by it and we can only hope that in the com
ing months, any loss in sales can be made up.
We are presently working out our 1961 na
tional advertising budget, the largest and most
pretentious one we have ever undertaken. We
vill have regular ads in the Sunday magazine
ysupplements in a large number of regular
papers covering the entire country, in addition
to trade and other publications.
Then, of course, there will be some radio
advertising and for the first time, we are
presently running a T.V. Heineken's Dutch
jingle advertising in Southern Florida, which
is creating a great deal of favorable comment
by the trade there and other viewers. I was
much impressed when I saw the program
during last week when down there and so
was our staff and our wholesalers.
Our sales during the first two months of our
yfiscal year, December and January, have held
up very well indeed and we feel optimistic
about our future sales.
There will be more point-of-sale materials
available to our wholesalers and would appre
ciate it very much if you would send in your
requirements, even if not solicited by our own
representatives. You know how much impulse
sales can be the result of advertising material.
No doubtour Advertising Department will
keep you posted from time to time.
We have been told by the National Beer
Wholesalers Association, as well as from other
trade sources, that there are going to be one
or two beer wholesalers' tours to Europe this
spring, organized by the Association.
In the event that any of our Heineken's
wholesalers should participate, please let us
know in advance. We would then arrange with
our friends at Heineken's for a special recep
tion and entertainment while in Amsterdam.
It is obvious that such should be limited to our
own wholesalers, especially where the Heine
ken's Amsterdam, Brewery is the smallest of
the Heineken's Breweries in Holland and time
will be too short to visit the Export Brewery
in Rotterdam arid the newest and most modern
one in 's Hertogenbosch.
So please keep in touch with my office if you
plan to go.
Cordially yours,
WËËËÊmËÊÊËÊSmËÉm