/ik /du* m Do Our Muppq D'amiiy: ♦T vF* Wk: 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 §tjiü

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The Windmill | 1972 | | pagina 1