HEINEKEN CONGRATULATES
VAN MUNCHING ON NEW 75
ALL-TIME SALES RECORD
Global "Telegram
WE WOULD LIKE TO CON
GRATULATE YOU AND YOUR
STAFF WITH THE FACT THAT
YOU HAVE DURING AUGUST
OF OUR FINANCIAL YEAR
1974/1975 AGAIN BROKEN
AN ALL TIME RECORD OF
7,000,000 CASES ACCUMU
LATED BEER SHIPMENTS
—BEST WISHES.
The Windmill
PUBLISHED BY VAN MUNCHING CO., INC.
VOL. XXVI, No. 2
Fall, 1975
Do Our Dlappij. D'amify.:
Before we know it, the end of our fiscal
year 1975 will be upon us with only two
months to accomplish all the things that
we have hoped for and worked for.
Many wonderful things happened to us
this year, the most important of which is
our increased national sales which did
very well indeed. Our national field organ
ization, I would say, outdid themselves by
opening many, many former Lowenbrau
retail outlets which added to our ever
growing sales.
This not only means that we maintained
our national leadership as the No. 1 im
ported beer sold in the United States but
we added a message to our increased new
radio advertising spots throughout the
country and that in itself stimulated our
national sales success.
The results, undoubtedlywill bring us
the largest volume of sales ever accom
plished and our deep appreciation to our
supplier, the Heineken organization in
Holland, who are to be complimented for
carefully producing and shipping the very
large quantities that have been ordered
so much that a complimentary cable ar
rived recently telling us that in the eleven
months of their fiscal year ending Septem
ber 1975, we exceeded by far seven mil
lion cases and draught beer ever produced
and shipped by the Brewery for us!
Also we were honored in a most unusual
way when Mr. Alfred HHeineken,
Chairman of the Board, presented us with
a beautiful Dutch windmill which was
built in 1661 at a dedication in May of
this year about which you have read all
the details in our summer issue.
In this issue, you will find a number of
interesting events which took place and
what we like so very much is the continu
ing honors earned in beer tastings which
are being held by various publications.
We are presently busy planning our
1976 advertising campaigns with new ads
and other interesting developments to as
sist you in the very important job of con
tinued growth and profits with Heineken
Imported Holland Beer.
Cordially yours,
Mr. L. van Munching, President
The cablegram shown above was re
ceived by Mr. van Munching from Mr.
P. P. Snoep, in behalf of Mr. A. H.
Heineken, Chairman of the Board of
Heineken Brouwerijen, B.V.
As the cable indicates, up to the end
of August, which represents 11 months
of the Heineken Brewery's fiscal year,
over seven million cases of Heineken
Holland Beer have been ordered by
VMCO from the Heineken Breweries
in Holland. This breaks all previous
records by far and the September
figures are still to be added to this total.
It is expected that the additional figure
will be in excess of 700,000 cases, bring
ing the total to 7,700,000 cases of
tremendous-tasting Heineken Beer
shipped to the U.S. during the Brew
ery's '74/'75 fiscal year.
This tremendous sales record again
widens the margin of leadership for
"The #1 Imported Beer in the U.S.A.",
and is indeed a tribute to Mr. L. van
Munching, the VMCO team, and the
fine quality of a consistent and superla-
Corigratulatory Cable From Heineken
tive productHeineken Holland Beer.
With each passing year, the VMCO
sales milestones achieved in the U.S.
for Heineken Holland Beer have been
impressive 31/2 million cases in '72,
4i/2 million cases in '73, 6 million cases
in '74, and 1975 over 7i/2 million cases.
Such popularity can only be based on a
product with a taste that has made the
Heineken name a world-wide symbol
of outstanding product quality. It all
makes the current VMCO advertising
slogan both unique and firmly based
on truth "Heineken Tastes Tre
mendous, No Wonder It's Number
One!"
And add to this the personal abilities
of Mr. L. van Munching and his tire
less efforts to build both an outstand
ing sales and promotion force, and a
team of excellent and dedicated whole
salers and retail outlets, and we have a
team that has become unique in U.S.
malt beverage marketing historywith
the sales record to prove it!