Heineken's Export Manager
Visits the U.S.A.
üo Our Olappy. Jamily.
It again gives me much pleasure to ex
tend to you and your beloved ones my
very best wishes for a Merry Christmas
and a Happy and Prosperous New Year.
It is gratifying indeed to be able to say
that the passing year has been a good one
for us andin generalalso for our friends
and associates in business. Let's, therefore,
hope that 1962 will be as good to all of us
and that we may enjoy peace, happiness
and continued good health.
We have wound up our fiscal year with
an overall increase of slightly over 10%
and the number of cases involved exceeds
by far the million mark again. We are
already looking forward towards the New
Year and we are planning a larger and
even more exciting national Heineken's
advertising campaign which will include
national magazines, newspapers, radio,
T.V. as well as extensive trade advertising
program and outdoor advertising. Before
long, you will hear much more about these
extensive plans which will assure you of
bigger and better sales to come.
On my recent visit to the West Coast, I
was proud to see for myself the tremen
dous strides that have been made by the
new Van Munching organization and the
Pacific Division. Our wholesaler setup has
been largely expanded to take care of the
ever-growing demand for Heineken's Beer,
both in bottles and on draught.
I am sure that with the aggressive lead
ership, both in Los Angeles and San Fran
cisco, California will continue to be our
second largest market throughout the
United States.
This Christmas season is an especially
happy one for us because of the glad tid
ings from Holland in the announcement
that Mr. M. J. Weymarshausen, who has
been the Export Manager for the Brew
eries, has been appointed as the Managing
Director of Heineken's Brouwerijen Ne
derland N.V. This is indeed a well deserved
recognition for Mr. Weymarshausen and
his staff, yes, for the entire Export organi
zation of which I consider myself part
and parcel.
Sincere congratulations are well in or
der to our very good friend and his staff
in Holland.
I hope that each and every one of you
will have a most pleasant holiday season.
Cordially yours,
Recently Mr. M. J. Weymarshausen, Export Manager from Amsterdam,
Holland, visited the United States market at our request to acquaint himself
once again with the tremendous growth, not only of Heineken's sales through
out the country, but also of the enlarged Van Munching organization both in
New York as well as other parts of the country.
In the above photo, Mr. Weymarshausen is shown with members of our
Pacific Coast Division. (Left to right, C. Reed, M. DuBane, B. Bristow, Mr. M.
J. Weymarshausen, J. P. Garvey, J. Ross, J. Hough and A. Espalin)
Mr. Weymarshausen also had the opportunity to meet the Van Munching
representatives and distributors in New York and Chicago. As he toured the
United States markets, he became more impressed by the Van Munching organi
zation and the distribution for Heineken's Beer.
This was his conclusion when he said goodbye to go to Toronto and Mon
treal which wound up his American business. The reason for Mr. Weymar-
shausen's finishing his trip in Canada was the recent listing for Heineken's Beer
in Quebec, which together with Toronto and a few other Provinces, gives
Heineken's nationwide distribution in Canada as well as in the U.S.A.
At a press party given at the new Summit Hotel in New York, Mr.
Weymarshausen complimented Mr. van Munching and the Van Munching
organization when he described the growth of sales in this market. He referred
to a comparison made between Heineken's sales in September of this year anc
that of the entire year 1951. In ten years, the annual sales of Heineken's in
the United States have increased better than tenfold.
