CONSUMERS SAY HEINEKEN
QUALITY IS THE FINEST
As sales for Heineken Holland Beer
continue to make a dramatic rise across
America, the flow of unsolicited con
sumer mail to VMCO grows by leaps
and bounds. These letters, attesting
to the unbeatable quality of our fine
product, are always of interest, as this
sampling will indicate:
I recently tried some Heineken beer
and I fell in love with it. I usually
stay pretty much with my old
"stand-by", but I am now a total
Heineken man. I just wanted to
thank you for your delicious brew
I will probably stick to it till the
day I die. S.P. Grafton, Ohio
Heineken sure lives up to your ad
vertisement in Playboy magazine.
It is truly the finest beer I have ever
tasted. M.M. Savanna, II.
I would like to compliment you on
the quality of your Heineken beer.
My husband and I and several
friends of ours think it is nothing
but the best. K.V.A. Wall, N.J.
Several years back, on a trip to
Holland, I first tasted Heineken
Beer. Since then, it has been the
only beer I drink or serve. True,
it costs more, but it's worth every
penny. R.P. Garden City, N.Y.
Both my wife and I consider Heine
ken the best beer made and because
of its enormous popularity, we are
but two of many.
M.K. Schenectady, N.Y.
Let me tell you just how much I
and my family and friends enjoy
Heineken beer. Being, in my per
sonal opinion, a quality beer lover,
your product is the best on the
market.
R.L. Dearborn Heights, Mich.
GIANT FLOOR DISPLAYS
IN FLORIDA MARKETS
Floor displays of over 100 cases of
tremendous-tasting Heineken were re
cently constructed in several Publix
Super Market stores in the Miami area.
The combined efforts of the local
VMCO distributor, The Su-Ro Sales
Division of Miami Crown Distributors,
and the VMCO Sales Representative,
resulted in these giant end- aisle floor
displays of both Heineken Light Lager
and Heineken Special Dark Beer. The
huge displays dominated the big super
market's floor space, capturing the
shopper's attention, to increase sales
for "The #1 Imported Beer in the
U.S.A." in these important outlets.
HEINEKEN AGAIN FIRST BY FAR IN TASTE-TEST
Winning first place again in a taste-test conducted by a magazine, Heineken
took the honors against a field of eighteen different imported and domestic beer
brands. Heineken took the Number One position with a score of 83.7%, with
the #2 brand receiving a 71.5% score. The Holland favorite was the winner in
a walk, and was one of the few beers to produce audible "oohs" and "aahs" from
the panel of tasters, and received such comments as "good aroma", "good hoppv
taste", and "a really fine beer".
The Washingtonian magazine held the taste-test under very controlled con
ditions, serving the beers in groups of three, with bread available between tastes
to help reset the tastebuds. A ten-minute break separated each round, and four
ounces of each beer was served in a glass, with the glasses rinsed in fresh water
and dried between rounds.
The Heineken competition included imports and domestic national and re
gional beers in both the premium-price and moderately-priced categories. The
taste-testing panel of seven members was asked to score each beer on a point
scale from one to ten points, with ten being the top score. Heineken chalked
up one perfect score of ten, and three nines to achieve the #1 position.
MINE HILL, N J. Sales meetings at VMCO whole
saler High Grade Distributing includes a complete
review of Heineken point-of-sale material which is
available for all types of retail accounts. Pictured
above is Mike Hoffman, Sis. Supervisor for the dis
tributor, who conducts the meetings in association
with Peter Tort, the VMCO Sis. Repr. for the area.
CALDWELL, N.J. A complete Heineken window
display of the Cardinal liquor store utilizes many of
the Heineken p.o.s. units available. The handsome
decorated window does not obstruct the view into
the store interior, and uses the motion of the Heine
ken Windmill, together with both illuminated and
non-illuminated pieces, to attract the viewers eye.
BUSHKILL, PA. The VMCO/Heineken booth at
the Pocono Mountain Hotel and Restaurant Show,
held at the Fernwood Resort, attracted many in
quiries which will aid Heineken sales in the popular
Pocono Mountain resort area this year. VMCO hosts
at the show were (left) Fred Otto, VMCO State Man
ager and (right) William Flick, VMCO Sales Repr.
At the Publix Supermorket on Kendall are (I.) W.
Deutch, Su-Ro Suprv.; J. Hymes, VMCO Sis. Repr.
fhrw?tt ih Jfetfeigiif
Store Mgr. Ray Martin with 112-case display at
the Publix Market on Aventura Blvd. in N. Miami.
