Beer
Heineken's
The New Heineken's
"Jingle-in-Print" Advertising Campaign
HOLLAND BEER
VOL. XII, No. 3
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A TREASURE OF PLEASURE
FROM HOLLAND TO HERE!
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Fully aged-Natural catenation only-Brewed to Heineken's exclusive old-world formula
Singing Headline to be featured in national, local
and trade advertising campaign
The Windmill
PUBLISHED BY VAN MUNCHING CO., INC., 6 West 48th St., New York 36, N. Y.
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MOST of us have been patiently awaiting
definite signs of spring after a long and
severe winter with plenty of snow. It
will not be long before spring flowers are in
bloom.
While visiting the West Coast territoryI
was surprised to learn of the Netherlands
Government's decision to reualuate its cur
rency which necessitated an increase in our
prices. You will appreciate that this was quite
an undertaking and required my immediate
eturn to New York. This, I regretted, more
so as I was very favorably impressed by our
new Pacific Coast Division setup under the
guidance of our Division ManagerJim
Garvey. I had wanted to spend more time
with our group, also in San Francisco and
other points North, but unfortunately, this
now has to await a further trip. However, I
am satisfied that our company's interests in
the West are much more protected, resulting
in better relationship with our wholesalers and
more business.
The new Heineken's price adjustment has
now been put into effect and I am sure our
wholesalers have appreciated our special con
sideration in preventing hardships in their
dealings with the retail trade, thereby cement
ing the good-will for Heineken's which is so
very important.
We have been assured that other imported
beers also affected by the revaluation of the
Dutch guilder and the German mark have
announced their intention of increasing their
prices in the United States so that we will not
find ourselves in an unfavorable position.
We feel confident that the volume of
Heineken's sales throughout the United States
will not be affected by the recent price in
crease. It has ginen us the tremendous oppor
tunity for a sales stimulant during the month
of March and part of April as retailers have
laid in substantial stocks of Heineken's, there
by protecting future sales as well.
I would like to express my appreciation to
our wholesalers for their splendid cooperation
and understanding in this unexpected situa
tion. We have acted with utmost faith and
sincerity and everybody understands that this
increase was not the result of our doings nor
that of Messrs. Heineken's but solely the
Netherlands Government in their desire to
cooperate with Germany and other countries
on behalf of the American Government.
The Heineken's 1961 U. S. Advertising Cam
paign will start the third week of April with
attractive ads in a large number of Sunday
newspaper magazine supplements together
with a number of national magazines and
trade advertisements.
Cordially yours,
EDITOR: EDWARD W. RAMM
APRIL, 1961
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GEN. U. S. IMPORTERS;VAN MUNCHING CO., INC.,NEW YORK, N. Y.
With this issue of the Windmill, you will find a detailed report of this advertising pro
gram. We know you will agree that this is the greatest advertising effort ever planned
for Heineken's and certainly for any imported beer.
