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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
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- I t V.
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•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
