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

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The Windmill | 1961 | | pagina 1