Heineken's Displayed to Supermarket Executives At Chicago Convention am lr A4 Mi 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 A AiA'A >ykwÊgeinesss3 Heistdfeat's 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.

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The Windmill | 1961 | | pagina 1