Heineken's Displayed to Supermarket
Executives At Chicago Convention
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The Windmill
PUBLISHED BY VAN MUNCHING CO., INC., 6 West 48th St., New York 36, N. Y.
VOL. XII, No. 4
EDITOR: EDWARD W. RAMM
JUNE, 1961
Do Our Olc
WE HAVE again reached the end of our
first six months (ending May 31st) and
we are most encouraged by the sub
stantial increase in Heineken's sales over the
same period in 1960. At that time we also
showed a very substantial sales growth never
previously obtained.
This yearj we had the unexpected! price ad
justment which was necessitated by the revalu
ation of the Dutch currency in March. We are
very happy to report that the reaction from
our wholesalers has been very good and that
the consumer acceptance for Heineken's has
in no way been affected even though it is a
little too early yet to know the final conclusion.
I am fully confidenthoweverthat with the
support of our fine wholesalers, the efficient
sales staff of our organization throughout the
United States and the very substantial in
creased advertising schedules for Heineken's
we shall continue our most successful sales
bwth in the months ahead.
JVhen we recently had the pleasure of a visit
by Jhr. O. Wittert van Hooglandour Manag
ing Director from Holland in charge of ex
ports, we were once again told of the increas
ingly growing success of Heineken's sales, not
only in Holland where Heineken's represents
about 38% of total beer consumptionbut also,
substantial growth of export sales which re
sulted in the Heineken's export share of 64%
of all Dutch Beer exports throughout the
world!
No wonder then, that our success in America,
however important it is to our friends at
Heineken's, follows the lead by the Heineken's
Breweries in many other markets. We repre
sent so far this year 95.6% of all Dutch Beer
shipped to the U. S. A.!!
It would seem to me that being an important
part of such a wonderful world organization
should be used often in the daily sales efforts
in the trade. After all, it is a proud position
to be representing one of the outstanding
brewing concerns in the world, who is not only
the leader in its own home market, but also
the leader in export shipments as well as the
supplier of large quantities of Heineken's
Beer to the American Military Forces through
out the world. On top of that, we are the leader
in our field in the most wonderful country of
the world the United States.
To each and every one of you who has, in
his own way, helped us to reach this enviable
position (and we have every indication to stay
on top), we thank you and we know you too
will share in this proud feeling of achievement.
I sincerely hope that the summer season
will be blessed with warm, balmy weather and
that you and your family will enjoy a pleasant
vacation.
Cordially yours,
Heineken's
Hemekesrt
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Heinekea's
"How to Be Better Than Average" is Theme of
Twenty-Fourth Annual Super Market Institute Convention
The Super Market Institute is a national trade organization of over 750 large volume companies that
operate approximately 8,000 super market grocery outlets from coast to coast. Their annual convention
is heavily attended by operators of both member and non-member grocery outlets. An important part
of each Convention is the Exhibition Hall where store executives have an opportunity to visit with and
review the marketing strategy of the national manufacturers whose merchandise they sell the year 'round.
The Convention was held at Chicago's new McCormick Place exhibition hall. Between 14,000 and 15,000
visitors, all carefully screened to substantiate their association in this industry, attended this Convention
from May 7th through 10th.
This year's SMI Convention was outstanding in every respect. Our Heineken's display was effectively set
up to attract the interest of large volume of supermarket operators in our Heineken's Beer and in the
effective tools with which they and their stores can trade up their customers to larger purchases of
Heineken's Holland Beer.
As it has been with our past experiences at SMI Conventions, we had an opportunity to greet our many
friends in this trade and to interest many others in featuring Heineken's Beer. Because this year's show
was moved to Chicago, we were able to extend these greetings to many supermarket executives that
had not been to recent conventions at Atlantic City.
As this issue goes to press, we are getting ready to set up a similar exhibit at the National Association
of Retail Grocers of the U. S. (NARGUS) Convention which will be held in Philadelphia June 18th
through 21st.
Here we plan to emphasize the advantage of featuring Heineken's Beer, to the independent retail grocers
who individually do not move as much merchandise as a supermarket, but whose cumulative effect is
most staggering.
The net result of our efforts and experience at these shows can and will pay off in extra off-premise sales
for each and every salesman that follows through with these accounts. Each 6-pack sale is sure to multiply
as new customers are attracted to our fine product.
The very theme of the SMI Convention can and should be echoed by all Heineken's representatives from
coast to coast. The meaning of "How to be better than average" is especially important to those selling
Heineken's Beer because for more than 300 years this has been the purpose of the Heineken's Brewery
in Holland.