Heineken's Displays Grow Larger
For Bigger Super Market Sales
VOL. XII, No. 5
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The Windmill
PUBLISHED BY VAN MUNCHING CO., INC., 6 West 48th St., New York 36, N. Y.
EDITOR: EDWARD W. RAMM
AUGUST, 1961
WE ARE in the midst of summer and
many of you will have enjoyed your
well earned vacationresting up for the
hectic things to come during the rest of the
year.
I am able to report to you that our national
Heineken's sales during the first eight months
of this year have done very wellwith a sub
stantial increase over the same period last year.
This is especially interesting in view of the in
creased competition which we are meeting.
Please do not misunderstand me. We are not
concerned about competition. As a matter of
factI am a firm believer that constructive
competition is the best thing in any business.
We also know that regardless of what type of
competitionthe quality and brand reputation
as well as consumer acceptance of Heineken's
can never be in jeopardy. To the contrary, any
such competition will help us because it is ul
timately the consumer who will decide what
brand to select when making a purchase.
It is good, however, for all of us to realize
some of the obstacles put in our way so that
we have a full understanding and appreciation
for what must be done to continue the great
success of Heineken's in the United States.
We shall, with the continuous and full sup
port of Messrs. Heineken's in Holland, supply
our wholesale trade with the finest beer ever
brewed in the world. We will continue to sup
port our wholesalers with well trained man
power, ample point-of-sale material and a very
substantial, well rounded out consumer adver
tising program which will assure us continued
consumer demand.
We know that we are on the right road be
cause in addition to our increased bottle beer
sales, Heineken's Beer on draught is also grow
ing substantially with further territories being
opened. It is, therefore, that we are confident
that 1961 will bring us the largest national
sales in our entire history.
Sometimes I am asked to elaborate on our
success story. My answer is simple. The success
of Heineken's did not just happen by accident
it has been the result of many reasons.
First, there is the world famous quality of
Heineken's that cannot be surpassed by any
other brand. Then there is the cooperation by
the Brewery, without which we would have
never been able to overcome the many prob
lems connected with the import business in
the United States.
Lastly, our success story is also the result of
many years of conscientious sales, advertising
and promotion planning and much hard work
by our ever-growing sales organization and the
coordinated efforts of our many fine wholesale
distributors. This is our formula for success.
I sincerely hope for everyone's continued co
operation also in the future.
Cordially yours,
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Shown above is a 110-case Heineken's beer display as it was set up in the Waldbaum Super Market of
White's of Massapequa Shopping Center on Long Island.
The center piece of this mammoth display is a 6-foot Heineken's "Dummy" bottle which has captivated
the attention of the entire market.
Steve Imbasciano, manager of Waldbaum's, commented that "this is the first time we have tried a mass
display with an imported beer. The results so far have been very exciting. We are now selling between
ten and fifteen times more than we did in the past, and we feel we have a display unit that does justice
to our store."
