Heineken's Scores High
in the Bowling Alleys
A
PP JriP*
The rapid rise in the popularity
of bowling across our country has
not gone by without many success
ful tie-ins with Heineken's Beer.
Last year, we reported the suc
cess of a Heineken's bowling team
organized by Richards Distribut
ing Co., the Heineken's distribu-
.torJbr. AlbuquerqueN. M. Simi
larly, other communities have had
Heineken's bowling teams in their
leagues and we happily report
that success is indigenous to these
teams.
An enterprising bowling alley
operating on the West Coast, has
built a big Heineken's draught
beer business on his premises by
dressing one of his waitresses in a
Dutch costume to serve Heine-
ken's from the tap of a portable
dispenser. Jim Garvey, our Pacific
Manager, reports that 50 barrels
of Heineken's draught beer are
used each month by this one
account.
There is a Heineken's bowling
team in Menands, N. Y. which we
understand is in fifth place (of 100
teams) with only 5 points away
from the first place. Before the
season is over, we anticipate their
complete success.
We also hear about Heineken's
bowling teams being organized in
other sections of the country. We
supply the Heineken's wooden
shoe shirt emblems to many of
them.
These tie-ins have not only cre
ated a lot of favorable publicity
but they have actually increased
our sales within the bowling alleys
and the surrounding neighbor-
y hoods.
Shown above are (left to right) Don Piel, Jerry Mattimore, Des Stock, members of the Heineken's
bowling team at the Tri-City Lanes in Menands, New York. They are members of the ''Classic League
of Albany" which is made up of some of the top bowlers of the USA. They are shown above in a
specially prepared pose using giant Heineken's bottles in the place of ten pins.
Shown above is Miss Virginia Thompson of the Hollywood Legion Lanes, the "waitress in the Dutch
costume" serving a glass of Heineken's draught beer to a thirsty bowler.
This same bowling alley is the home of a nationally televised bowling show, Jackpot Bowling which
features Milton Berle.
V
