HEINEKEN TV CAMPAIGN
IN SEVEN MAJOR MARKETS
VMCO AT 35th ANNUAL N.B.W.A. CONVENTION
HAPPY HEINEKEN
TOURNAMENT WINNERS
A heavy schedule of Heineken 30-
second color television commercials has
been appearing in seven major markets
(New York, Philadelphia, Boston, Mi
ami, Los Angeles, Chicago and Wash
ington, D.C.) during November and
December.
The new color TV commercial car
ries the Heineken campaign theme
"Heineken Tastes Tremendous" and
features the Heineken bottle as the
"Star of the Show" in a prestige presen
tation of The #1 Imported Beer.
Mr. George Caeners (left) and Mr.
Edward Taylor were the happy Heine
ken winners of the 1972 Invitational
Tournament of the Metropolitan Club
Managers Association held at the Fair-
view Country Club in Greenwich,
Connecticut. Big smiles are evident
from both Mr. Caeners, Manager of the
Fairview Club, and Mr. Taylor, a re
tired Navy Captain now working with
the H. B. Day Company in New York.
A record number of wholesalers attended the 35th annual National Beer
Wholesaler's Association convention held in Chicago in early November at the
Conrad Hilton Hotel. More than 1,700 were in attendance for this major NBWA
affair of the year.
During the three-day convention, crowds of conventioneers visited the hand
some Van Munching 8c Co., Inc. Hospitality Suite where Heineken, the #1 Im
ported Beer, was proudly served on draft.
The VMCO Suite featured a major display unit, decorated hospitality tables,
a draft station and Heineken point-of-sale, creating a friendly and familiar
setting for VMCO personnel to greet wholesalers from all parts of the country.
We hope our distributors found the convention helpful for their continued
success during the coming year, and we express our thanks for the opportunity
to visit with them during this fine convention.
The centerpiece of the Van Munching Co., Inc.
Hospitality Suite at the convention featured both
Heineken Light Lager and Heineken Special Dark
point-of-sale in an attractive walnut display unit.
Mr. L. Van Munching, Jr., Exec. V.P. of VMCO,
(left) talked with Mr. and Mrs. L. Davenport of
Metro Distributing Company, Los Angeles, Califor
nia, as they entered the VMCO Hospitality Suite.
Mr. and Mrs. Bill Paris (left), distributors of Heine
ken in Lynchburg, Virginia, stop for some Heineken
Hospitality with Mr. James Connelly, VMCO V.P.
Mr. L. Van Munching, Jr., Exec. V. P., VMCO (stand
ing); (at table, I. to r.) Mr. Jos. Fusco, Pres., Van
Merritt Co., Chic., III.; Mr. Ed Lens, VMCO; Mr. Tom
Paulus, Paulus Distr. Co., Skokie, III.; Mr. Frank
Hofmann, Sr., V. P., Van Merritt Co., Chicago, III.
Enjoying a moments respite at the VMCO hospitality
table while touring the convention is (I. to r.) Fred
Losch, Jr., Losch Bev. Co., Waukegan, III.; Tom
Kenneally, VMCO; Don Lewis and Fran Polorny of
L V Distr. Co., Fox River Grove, III.
The Heineken TV campaign is re
ceiving an enthusiastic trade and con
sumer response as this strong advertis
ing thrust builds toward the major
holiday selling season of the year.
Mr. Don Klopcic, Don Lee Distributing Company,
Dearborn, Michigan, enjoys Heineken on draft with
Mr. Ed Lens, VMCO Mid-Western Div. Mgr.
