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°

Jaarverslagen en Personeelsbladen Heineken

The Windmill | 1975 | | pagina 3