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."
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