Uf m i Wmmrnm. WM pi* imtmmM w W&/*' $E: yvAv&s - vv ;rv'x.. vs. .r.v.v.v; f ■vs.'SV. va •ssy.v-ywx-'.'.y.v 'vs. v-Pss/ ess y .'-x 4- VyV-:: '•'&yy>vs>vvA- V&sffi'YS tott/Sr/i y/f/y. .v.vX- *-* ..v.v. :-y - - y v.v vXvy:*y:->:-.::y v.v v .v ..v-v-v - X- - VOL. XXIV, No. 2 FALL, 1973 o m ami lu: Recently my wife and I returned from an enjoyable European trip which origi nated in New York on board the s.s. ROT TERDAM destination Lisbon, Portugal, and from there we made short visits throughout various countries in Europe. We experienced high inflationary prices also in Holland where we spent a week. During the visit in Amsterdam, we had an opportunity to meet with the executives of the Heineken Breweries and discuss our fabulous fiscal year 19731 was proud to announce that we would wind up with a total sales figure of about 4V2 million cases including draught beer as well as Dark Beer. Our company continues to be the largest buyer of Heineken, reaching about 40% of the total exports of the Brewery a proud accomplishment indeed. In reviewing the tremendous develop ment of Heineken sales in the United States, especially over the last three years, I was given much acknowledgment by the officials for this feat. In turn, 1 received the assurance that there would not be a price increase in 1973 while we are work- M V.V.V V.' - I t V. •v.... •V '.V. >...tu/A Mr. L. van Munching ing plans what to do with the de valuation of the U.S. dollar and the strong inflationary trend in Holland. This matter rived for the two and only Mr. Leo An important anniversary has ar- effective, nationwide force that has will have to be discussed once again made Heineken "The #1 Imported Munching and Heineken Holland Beer in the U.S.A.", with its margin of Another topic of discussion was the Beer. A 40th anniversary happily leadership continuing to grow shortage of cooperage as the result of a marked by a record sales year shaping substantial increase in sales of draught beer by many of our wholesalers, seem- because of the German Beer price increases, but also because many of our p for 1973 of 41/2 million cases. These two great names in America malt beverage industry have indeed pros wholesalers do seem to sense the im pered man and certain proof of quality in a largest The October 1973 issue of Esquire magazine carried the first Heineken two-page spread advertisement com memorating this gala anniversary. The issue ever of this fine national portance of returning cooperage as quick Mr product van Munching came to the prestige publicat some 540 pages ly as possible. We, therefore, will have to United States in 1933 as seemed an apt place for the anni- representa- versary announcement, since both Es find ways and means to curtail these de- tive of the Heineken Breweries to quire and Heineken celebrated their lays if our draught beer wholesalers want to continue handling draught beer. This is indeed a serious matter and will have to develop sales for Heineken following 40th anniversary in 1973 the peal of the Volstead Act. It was Even with the increasing problems be solved before long. While this is our fall issue 1973 I a very difficult assignment. Consider of currency devaluation, price controls the vastness of America, the fact that and competitive pressures, the team of Heineken was practically unknown at Van Munching and Heineken look for would like to take this opportunity to ex- the time. Those early years were in- increased prosperity through a fine press my deep appreciation and thanks for deed difficult, but with constant hard what almost all of our wholesalers have accomplished in Heineken sales this year, work and diligent use of every market ing tactic, Mr. van Munching beg^ri consistant malt product the finest and a strong, hard-working market- promo ing effort in distribution and thus making it possible for us to reach the moving Heineken into the American tion that will continue to hold the tremendous volume in excess of 4V2 mil- market-place. including draught beer Through the development of a Van With my best regards to all concerned, Munching sales force, and the Cordially yours, Heineken banner high. A Happy Anniversary to Mr. van Munching, Heineken Holland Beer, and with best wishes to all that have tail accounts, the Van Munching/ contributed to this great American Heineken team began to grow to the success story. ing efforts of fine wholesalers and re

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The Windmill | 1973 | | pagina 1