New Heineken's Exhibit
Featured At Trade Shows
Over 15,000 Sets of
Heineken's Glasses
Purchased in 1961
WELCOME TO NEW FACES
Thousands of visitors were attracted to our new Heineken's exhibit which
was on display at three important trade shows during October and November
the Beverage Retailer Show, the 24th annual Beer Wholesalers Convention
and the National Hotel Exposition.
Our new exhibit is created to convey the luxury image so closely identified
with our products. It is composed of a series of four oak panelled walls. Built
nto these walls are 30"x40" light boxes with brilliant full color transparencies.
One of the transparencies illustrates the selection of the popular Heineken's
Point of Sale that is currently available. The other is a photo of a Pilsner
glass and Seidel of Heineken's Beer along with a platter of food.
The finished display has attracted and intrigued the many visitors to these
shows, and has helped us to present Heineken's in a dignified manner to our
many friends in the trade.
The first show at which this new exhibit was installed was the Beverage
Retailer Show which as held on October 15th to 18th. It attracted crowds of
retailers and tavern owners from Connecticut to Maryland. In addition to the
excellent location that we enjoyed at this show, our exhibit was considered one
of the finest and helped make the proper impression among the many visitors.
The National Beer Wholesalers Association Convention returned to New
York this year and was held at the Commodore Hotel from October 21st to 24th.
We were happy to greet many of our wholesalers and friends from coast
to coast and to personally discuss the progress that Heineken's has made as
well as our future in these many markets.
The recognition given to imported beers at this 24th Annual Beer Whole
salers Convention was worthy of notation. Mr. William J. Caldwell, Executive
Vice President of the National Association of Alcoholic Beverage Importers
addressed a meeting of wholesalers on the subject "Importance of Imported
Beer".
The National Hotel Exposition was again held at the New York Coliseum
where attendance was greater than ever. An estimated 90,000 hotel men, restaura
teurs and club managers visited the exposition from November 6th to 9th. Our
exhibit which is shown on the above photograph received very heavy traffic
and was a focal point of activity with our representatives answering many
questions from interested on-premise accounts from coast to coast.
All in all, we were happy to greet our very many friends and make new
ones at these three conventions.
As the direct result of our 1961 ad
vertising program, over 15,000 Ameri
can families now have beautiful
Heineken's Stemware glasses in their
home. These families purchased 6 of
these glasses at the very special price of
$4.00 from the SMD Co., an organiza
tion that has been franchised to handle
all such requests.
During 1961, our Heineken's adver
tising program included a total of 30
Sunday Supplements and 5 national
magazines. Many of these publications
carried a special Heineken's ad in
every other insertion. This advertise
ment contained a small and not too
significant offer selling these glasses to
consumers.
The response is a tribute to the suc
cess of our advertising campaign. It is
also a very encouraging indication of
the prestige attached to the Heineken's
name. Without this prestige consumers
would not pay this price for glassware
with product identification.
Further indication of the satisfaction
that this has brought to our consumers
across the country is shown in a letter,
the most recent one received, from a
lady in Buffalo, N. Y. who purchased
these glasses. The contents of this letter
is as follows:
"Thank you for the beautiful glasses,
coasters and opener. Heineken's
Beer is very good, we drink it all the
time since you sent us the glasses.
Thank you for introducing us to
this fine beer."
We salute the following newly ap
pointed distributors and welcome them
into the fold of our happy family:
A C DISTRIBUTING COMPANY
415 4th Avenue South
Nashville, Tennessee
CENTRAL DISTRIBUTING CO.
901 Bullitt Street
Charleston, West Virginia
CERTO BROS. DISTRIBUTING CO., INC.
5540 Porter Road
Niagara Falls, New York
ASSOCIATED BEVERAGE COMPANY
1724 Fourth Ave. South
Seattle, Washington
NATIONAL DISTRIBUTORS
12 York Street
Portland, Maine
COLUMBIA DISTRIBUTING COMPANY
1500 S. W. Harbor Drive
Portland 1, Oregon
