The#l Imported Beer intheU.S.A. OUTDOOR ADVERTISING IN MAJOR MARKETS The photo at right shows one of the new spectacular outdoor paint units in the current program in the Southern California market. The advertising message features both Heineken Light and Dark Beer as well as "The #1 Imported Beer in the U.S.A." Inspect ing the unit in Los Angeles were (left) Allen Ackerman, VMCO Western Div. Mgr. and Leo Van Munching, Jr., VMCO Exec. V.P. Outdoor programs are also in effect in major cities throughout the country including Houston, Dallas, San An tonio, Fort Worth, New Orleans, At lanta and Chicago. The program fea tures all forms of outdoor advertising including Spectaculars, Permanent Painted Signs, Rotating Painted Bul letins and 30-Sheet Posters. The well- designed and highly effective units are placed on high-traffic locations and illuminated during evening hours to continue effectiveness through the day. LIGHT DARK HEINEKEN WELCOMES MIAMI CONVENTIONS Miami was the Mecca for thousands of influential people, including vaca tioners, from all parts of America this summer. The special V.I.P.'s came as delegates to the separately-held Re publican and Democratic Presidential Conventions held in July and August to choose their political candidates for the November elections. To make sure Heineken was their beverage choice in Miami, and later at home, heavy radio schedules adver tised Heineken over station WIOD which specialized in Convention Coverage. WIOD also carries a regu lar Heineken advertising schedule throughout the year utilizing 30-sec- ond radio commercials featuring a genuine Dutch barrelorgan playing memorable Dutch music. A station sign (left, top and bottom) also did welcoming chores. The Miami Herald and the Miami News, the leading news papers, carried Heineken advertise ments welcoming the delegates in each of their four Special Convention Is sues. And to really make the point, "I'm for Heineken" campaign buttons (left center) in colorful red, white and blue, were distributed everywhere. The Heineken Band Wagon really rolled in Miami! HEINEKEN LARGEST BREWER IN SIX-MARKET EUROPEAN ECONOMIC COMMUNITY By acquiring control of the French holding company Brasserie de L'Esper- ance, Heineken will become the largest brewing group in the present six-mem ber European Economic Community. With the enlargement of the Euro pean community to 10 members next January, the Dutch brewing giant will compete on an equal footing with the "big-four" British brewers. Brasserie de L'Esperance holds 50.4 percent of the capital of Alsacienne de Brasserie, an eastern French brewer which ranks third in France. The lat ter was formed through the merger of the Experance, Mutzig, La Perle and Colmer Breweries and produced 1.4 million hectoliters of beer, mainly of deluxe quality, during 1971. Its over all production capacity is estimated to be considerably higher 2.5 million hectoliters. Heineken supplies about 55 percent of the Dutch market under the Heine ken and Amstel trademarks and ex ports 1.2 million hectoliters per year to foreign markets. A lions share of the foreign exportation is to the United States, where Heineken is "The #1 Imported Beer in the U.S.A." Uahb

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The Windmill | 1972 | | pagina 2