memorate this important occasion.
The gala festivities, including a
Dutch band and lovely girls in Dutch
costume, were concluded with a recep
tion inside the mill and a special
luncheon at the administration build
ing of the new 190-acre Heineken
brewery complex. In the future, The
van Munching Windmill will serve as
a visiting center for the many brewery
guests coming from all over the world.
windmill door, which also served as a
symbol of "Leo van Munching and his
task to open the door of America for
Heineken". The Heineken manage
ment had first intended to dismantle
the mill and erect it again in New
York. But since Holland prohibits the
export of historic windmills, Mr.
Heineken instead presented Mr. van
Munching with a miniature silver
model of the "Barremolen" to com-
HEINEKEN
PRESENTATION AWARDS TO
L. VAN MUNCHING
the Heineken Directors to participate
at the 1939 N.Y. World's Fair with a
model Dutch village called "Heineken
on the Zuiderzee". It became one of
the biggest attractions at the Fair, and
successfully introduced thousands of
visitors from all over the country to
Heineken Holland Beer.
World War II and the invasion of
Holland brought Heineken business
in the U.S. to a virtual standstill. But,
The Man From Holland was not
beaten yet! Contacting the Heineken
Brewery in the Dutch East Indies, he
imported Heineken from the Far East
until an invasion there again ended
shipments of Heineken to the U.S.
With the war preventing further
sales of Heineken, Mr. van Munching
then entered Government service. The
Netherlands Government appointed
him Director of Welfare for the Minis
try of Shipping, and he organized
seamen's and officer's clubs in the
U.S. At the end of the war, Queen
Wilhelmina, grateful for his wartime
efforts, appointed him to officer rank
in the Royal Order of Orange-Nassau.
After the war, he returned to Hol
land for talks with Heineken manage
ment. Due to their plans for building
a U.S. brewery, and not having suf
ficient U.S. funds, LVM was asked
by the Heineken President to organize
his own company since the Brewery
was also in dire need of U.S. dollars
for replacement of equipment. He
found himself organizing The Van
Munching Company, which was in
corporated on February 4, 1946. By
1947, two years after Holland's libera
tion, more Heineken was exported to
the U.S. than during the most success
ful pre-war year of 1939.
And under the guidance of Mr. L.
van Munching, Van Munching 8c Co.,
Inc. grew every year. From a one-man
operation in 1933, to its first million
Heineken casesjji I960, with two mil-
lion cases in 1966; while now, in 1975,
sales will exceed seven million cases
the undisputed largest selling im
ported beer in the U.S.A. A remark
able accomplishment for The Man
From Holland. He can indeed be
proud of his very successful endeavors,
which wedded his business skill and
talent for harnessing sales and pro
motional forces, to build a great enter
prise which bears his name.
The LVM "Barremolen" located on the grounds of
the newest Heineken Brewery in The Netherlands.
Mr. L. van Munching (c.) accepts Windmill Key from
Mr. Alfred Heineken; Mrs. van Munching at left.
Mr. van Munching with Heineken Presentation Girls
in Dutch costume holding Holland's famed tulips.
The Golden Key
The Silver Windmill
I!ein«ken°