van Munching windmill DEDICATED at new brewery in holland The Man from Holland y Mr. L. van Munching, President of Van Munching 8c Co., Inc., the ex clusive importers of Heineken Beer in the U.S., was recently honored in Holland by Mr. Alfred Heineken and Directors of Heineken Brouwerijen, B.V. A restored, historic windmill lo cated on the park-like grounds of the newest Heineken brewery in Zoeter- woude, The Netherlands, was dedi cated to Mr. van Munching for his great efforts and accomplishments in making Heineken Holland Beer "The #1 Imported Beer in the U.S.A." In his dedication speech to Mr. van Munching, Mr. Alfred Heineken, Chairman of the Heineken Board, said that "it is a special personal honor, and a great pleasure to present this wind mill to you on behalf of the Executive Board of our company as a symbol of gratitude for the impressive task which you have accomplished for our Heine ken company in America. This wind mill will be a monument to the man whose sound business acumen, ample will power, great perseverance, and charming personality created a special image for the Heineken brand in his great country." Mr. van Munching was then given the honor of unveiling the handsome commemorative plaque affixed to the "Barremolen" ("Barre Mill") After the dedication, Mr. van Munching was presented with a golden key to the The man from Holland, Mr. L. van Munching, President of Van Munching 8c Co., Inc., came to the United States in 1933 as a representative for the Heineken Breweries in the Nether lands. He arrived in New York on April 8th, the day after prohibition ended, with 50 cases and 24 quarter barrels of Heineken Holland Beer. He found himself alone, with the difficult task of selling Heineken in a country new to him, where few knew of this Heineken Holland Beer; and where a great economic depression was occurring. Even his own initial bank deposit of $10,000 was lost in a few months when the bank failed. A less determined man might have booked passage for a return trip home. But with tremendous courage, and his enthusiastic belief in the unusual qualities of Heineken Beer, Mr. van Munching stayed and persevered. The first few years in this country were indeed difficult for him, but he soon learned the aggressive American methods of selling. And after the first year, his one-man sales efforts began to show definite results. It took three years to secure a large wholesale dis tributor for Heineken in New York City, and then he traveled to other major American cities Chicago, Los Angeles, Houston, Miami to ar range for more Heineken distribution through wholesale houses. By 1939, Heineken was available in many large cities across the nation, and sales had reached 90,000 cases. Mr. van Munching had also persuaded 'Cr ée 22nd May B/5 Ms n inrit#*# tke 'Batremoien Mmtfxtym MBlfm Bém dedicated? fyH&tken Breweries of the Netherlands i i igo van Mtmchitig, the mm j tepmleimkm m tttemap of the USAm Mr. Alfred Heineken Mr. L. van Munching Mr. Leo van Munching, President

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The Windmill | 1975 | | pagina 2