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PUBLISHED BY VAN MUNCHING CO., INC.
VOL. XXIII, No. 1
SPRING, 1972
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Spring 1972 has just about arrived but
the countryrather re
in this section
luctantly, with still much cold weather and
rain which doesn't do beer sales much
good.
As of last monththe price increase has
been instituted throughout all markets
and it haswe hope for the time being
onlyaffected our wholesalers' purchases
and depletions.
With the substantial 1972 advertising
campaign which is now appearing in all
magazines and in some of the cooperative
marketswe look forward to the beginning
a busy number of months. I, for one,
am much encouraged with reports from
our various divisionsespecially the indi
cation that some of our competitive brands
have really been suffering and are trying
to find a solution by wheeling and dealing
which is hardly the way to do it.
News of conditions in the domestic beer
market has not been very good and quite
a few of our wholesalers have been faced
a decline in salessometimes due to
the larger 3-4
with
very unfair competition
but also the economic conditions in the
country which are far from stable.
There have been a number of wholesale
beer distributors' conventions and it has
occurred to us that the Association seems
to show a great deal more interest in the
beer
newly permitted wine business
wholesalers than imported beers which 1
consider very unfortunateto say the least.
The strength in volume and profit mark-up
all imported beers to beer wholesalers
is a great deal largermore solid and con
tinuous than the newly created aim
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HALLANDALE, FLA.— On Friday, thorobreds eagerly raced toward the
Feb. 11th, America s #1 Imported Beer finish line. Toward the end of the race
diversification by beer wholesalers into the and The Van Munching Company —a surprise. The longshot, number 8,
wine business which is a completely dif- were again in the Winner's Circle. This
ferent type
business and requires dif
ferent promotional and sales efforts. 1
think before long this condition will be
that
time at the exciting fourth race, "The
Heineken", held at Florida's famous
"Listing A Bit" urged on by Jockey
Mike Miceli, broke from the pack and
with mighty strides took the lead and
analyzed by beer wholesalers who
time will have learnedand presumably
the hard waythat it isn't all gravy that was
promised when they entered into the new
venture.
I look forward with much anticipation
to the results of our national sales for the
next few months so as to get a clear and
Gulfstream Park in the sunny south. pounded home to win $38.20-and
Trophy. A great
The Heineken", named for
spon
The
Heineken
of the
proved to be one of the highlights horse, and a thrilling ride in a fine
event
It was a bright, clear afternoon, a
fast track, as nine thorobreds entered
the starting gate at the Home of The
better indication as to how our consumers Florida Derby. A purse of $7,000
will have reacted to the price increase that awaited the winner, one of the highest
we were forced to accept under circum- purses of the day.
stances as brought out before.
Cordially yours,
At the end of the race, Mr. van
Munching was asked about the race.
He laughingly replied "As a yachts
man, how could I have told you that
"Listing A Bit" would win." Our re
laxed and sportily dressed Chairman
then entered the Winner's Circle and
At the start, "Horseshoe Curve", smilingly presented "The Heineken
^Wardrobe Mistress" and, of course, Silver Trophy to the happy owners.
"Dutch Clover" were the favorites. Another Heineken winner—in The
The bell, the gates opened and the Sport of Kings.
