Mv Cïjriötmaö ülestëage
üuThe Windmill
PUBLISHED BY VAN MUNCHING CO., INC.
VOL. XXIII, No. 3
WINTER, 1972
ow that the year 1972 is coming to a close, the time
has come to send our readers my special holiday message.
As has been the custom ever since the year 1948, our
national sales have again exceeded the sales of the previous
year and that in spite of a substantial price increase, the
result of last year's revaluation of the U.S. dollar and the
inflationary trend in The Netherlands.
This accomplishment has given us the opportunity to
add to our national advertising the slogan "THE #1 IM
PORTED BEER IN THE U.S.A.", which Heineken has
been now for the last three years. As a matter of fact, the
1972 ten months' federal import figures of all European
beers show that Holland's importations have exceeded
all of our competitors' figures by well over one million
gallons.
This outstanding achievement is indeed very gratifying
because you can never lose with a winner however tough
the game. I therefore should like to express my deep ap
preciation and thanks to our wholesalers for the results
of their sales endeavors in our behalf but also to include
our staff of national field organization for a job well done.
In this pleasant spirit, I should like to extend to our
readers and their families my best wishes for a Merry
Christmas and a Happy and Healthy New Year.
Cordially yours,
