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!

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The Windmill | 1975 | | pagina 1