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VAN MUNCHING $1,000,000 ADVERTISING PROGRAM
ANNOUNCED TO SUPPORT HEINEKEN SALES IN 1973
Recently announced at VMCO Ad
vertising Meetings throughout the
country, well over a million dollars is
budgeted for Heineken advertising and
sales promotion during 1973. Ex
panded schedules in major national
magazines, a new radio campaign, and
a wide variety of new point-of-sale
NEW HEINEKEN RADIO
CAMPAIGN IN MAJOR MARKETS
A new Heineken radio commercial
and jingle is currently being broadcast
over top-rated stations in six major
markets (New York, Los Angeles, Phil
adelphia, Boston, Chicago and San
Francisco) from May thru August. The
new commercial carries the theme
"Heineken tastes tremendous—no won
der it's #1!" with new original music
especially written for the commercial.
The new radio campaign adds addi
tional advertising weight in major
markets to the already expanded '73
Heineken national magazine schedule.
items highlight the increased support
for the Heineken brand by VMCO.
The program was enthusiastically re
ceived and indicated that as Heineken
sales continue toward record levels, so
Heineken promotional efforts con
tinue to increase to new levels of both
expenditure and effectiveness.
HEINEKEN GROWS
INTERNATIONALLY
The 1972 annual report for Heine
ken Brouwerijen N.V. recorded an ex
cellent year. In its home market in the
Netherlands, Heineken and the Amstel
brands expanded sales to about 55 per
cent of the market, advancing from
4,441,000 to 4,739,000 hectoliters.
Heineken's activities developed a
$300 million dollar annual turnover
and were categorized into five major
geographical areas: the Benelux coun
tries; the balance of Europe (notably
France); Western Hemisphere; Africa
and the Asia-Australia region. Total
beer sales for these five major areas of
activity was 11,879,000 barrels.
Despite currency changes, Heineken
continued to increase exports to the
United States market where the Van
Munching 8c Co., Inc. leadership has
achieved the top position among all im
ported malt beverages for Heineken.
FOR MORE SALES
IN MORE PLACES
We salute the following newly ap
pointed distributors and welcome them
into the fold of our happy family:
MURRAY DISTRIBUTING CO., INC.
Van Munching Co., Inc. notes with
sorrow the passing of Mr. Thomas J.
Kenneally, a VMCO Midwestern
Sales Representative for 16 years in
the Chicago area. Tom will be
greatly missed by all those who knew
and worked with him over the years.
His sales talents, warm personality
and friendliness marked him as one
of the fine men of the company. To
gether with his many, many personal
friends, we extend our heartfelt sym
pathy to Tom's family, and join with
them in mourning his loss.
OF EUGENE
Eugene, Oregon
IVERNESS
DISTRIBUTING COMPANY
Bemidji, Minnesota
A. CAPPIONE, INC.
Massena, New York
D.B.D., INC.
Bay City, Michigan
C. RIFFEL SONS
Saginaw, Michigan
W. R. MICKEY BEER
DISTRIBUTOR, INC.
State College, Pennsylvania
MAGA DISTRIBUTING COMPANY
Monroe, Michigan
DRAVES DISTRIBUTING CO., INC.
Bad Axe, Michigan
TRY-IT DISTRIBUTING
OF FLORIDA INC.
Tallahassee, Florida
BOWLING GREEN BEVERAGE
CO., INC.
Bowling Green, Kentucky
HIAWATHA VALLEY
DISTRIBUTING, INC.
LaCrosse, Wisconsin
WALLACE SALES CO.
Chickasha, Oklahoma
C.A. POTTS CO.
Tulsa, Oklahoma
WALTER THOMAS KUNDA
D/B/A WATSON, KUNDA SONS
King of Prussia, Pa.
CHICAGO, ILL.—The VMCO Midwestern Div. Advertising Meeting was held in the attractive new head
quarters of Van Merritt Co. in Chicago. Mr. Joseph C. Fusco, Pres. of Van Merritt, (second from right)
raised a Heineken Toast with Mr. Leo Van Munching, Jr., VMCO Exec. V.P., (third from right) and other
VMCO representatives including personnel from the new VMCO advertising agency, Doremus Uptown.
NEW YORK, N.Y.VMCO personnel from the tri-state area of Penna., N.J., and N.Y. gathered recently
at TIME magazine offices for the VMCO New York Advertising Meeting. At left, reviewing the 1973 Heine
ken Program are (I. to r.) L. Van Munching, Jr., Exec. V.P.; Fred Otto; Penna. State Mgr.; Charlie Kaplan,
N.J. State Mgr.; Jim Connelly, V.P.; John McAna, V.P. In the photo at right, Heineken was enjoyed after
the meeting by (I. to r.) Stan Brandorff, D.C. Sis. Rep.; Mr. L. van Munching and Miss Grace Arcoro.
