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The Windmill
VOL. XXIII, No. 2
PUBLISHED BY VAN MUNCHING CO., INC.
SPECIAL FALL ISSUE, 1972
As our readers already know
the year 1972 has heen a hectic
but also unusual sales year and
it looks like with only one more
month to go, we will reach a total
national sales volume of about
11/2 million cases of Heineken
Beer including draught sales
something that I would not have
believed possible especially be
cause of the substantial wholesale
and retail price increases which
took place in the early part of
this year.
I have tried to analyze how this
all came about and come to the
realization and sincere belief that
the Heineken brand, having be
come the leader of all imported
beers, is in great public demand
for the reason of its outstanding
quality and the job that was done
by our organization. It has with
stood strong competition by other
imported beer brands but also by
the domestic premium beers. Its
general acceptance in the retail
and consumer trade is continuing
after a slight letdown in the early
part of this year.
As a matter of fact, the official
import figures by the U.S. De
partment of Commerce in Wash
ington for the first nine months
of this year showed our own
Heineken importations are well
over one million gallons ahead
of the total importations of all
German brands so that Heineken
is by far the largest imported beer
and has further increased its im
port figures over that of other
European countries.
Its general acceptance in the
retail and consumer trade un
doubtedly was also the result of
the tremendous sales efforts put
into effect by us with a much
larger advertising budget, more
manpower and the great support
by our wholesalers in the promo
tions and other sales campaigns.
So here we are THE 1
IMPORTED BEER IN THE
U.S.A.
In view of this development,
we have every intention and
great ambition to continue to
grow and to increase our sales
volume. We have now decided
that we would like to test local
T. V. programs to learn directly
the possible effect on our future
sales. We will be testing out local
T. V. programs in seven of the
best sales markets we have
through 30-second spot announce
ments of a rather unusual type
and nature and, of course, in
color. This should give us a good
indication as to the reaction of
the consumer, and for that mat-
L. Van Munching, Jr.
ter, the retailers as well and of
course hoping that this will as
sure us the continuation of the
tremendous increase that has
been obtained during 1972. We
shall call this program the
"Heineken Holiday Thrust Cam
paignIt will start immediately
after Election Day through the
end of the year and we ask our
readers to watch for the an
nouncement of the programs
showings on the local stations.
My son, Leo, who as you know
has joined our New York office
and who has been entrusted with
the national sales management as
well as Director of Advertising to
gether with the advertising staff,
will put every effort available
through our field organization
and in communication with our
wholesalers to get us all informa
tion on the results of this new
program. We have also extended
our advertisements in national
magazines with the exception of
Playboywhose closing date
made it impossible.
It should be a most interesting
experiment and I hope we will be
able to benefit by it so that we
will have accomplished the things
we set out to do which we not
only reached but even exceeded.
I hope all of you will continue
to join us in helping to reach
even further success.
Cordially yours,
7MT
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