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51o Our Ulapp
VOL. XXVII, No. 1
Time is march
ing on. Before
1
I
'Lit
we know it, the
end of our fiscal
year 1976 will
shortly be upon
us, and we will
review what we
have accom
plished this year.
When the accountants are finished
with their work we will know the
ultimate results, but at present all
indications are that this will be
the banner year in our entire his
tory since we started our company
in 1947.
A few days ago, I received a
cable from my friends at Heineken
which read as follows:
ON BEHALF OF ALL OF US
HERE IN AMSTERDAM, DEN-
BOSCH, AND ROTTERDAM,
WE WOULD LIKE TO CON
GRATULATE YOU AND YOUR
OFFICE AND FIELD STAFFS
FOR THE HISTORICAL REC
ORD OF 10 MILLION CASES
SOLD BY YOU WITHIN OUR
FISCAL YEAR WHICH WILL
RUN OUT THIS MONTH STOP
WE ARE ALL VERY PROUD
OF YOU AND THANKFUL FOR
YOUR SPLENDID ENDEAVORS
AND WE HOPE TO CELE
BRATE THIS MILESTONE
WITH YOU ON YOUR NEXT
VISIT TO HOLLAND STOP
BEST REGARDS
SNOEP HEINEKENSBIER
In turn, I thanked them on be
half of everyone here, and assured
them that in all probability we
will reach between 10-12 million
cases by the time our fiscal year
runs out in November, for which I
thank you all profusely.
Before I dictated this message, I
asked myself if we are not getting
to be too repetitious in telling
everyone in our organization year
after year how well we have done,
but it is a proud feeling, especially
for me, to be associated with such
a continuing success.
As a matter of fact, our auditors
were here today for some discus
sions and they just simply could
not believe the fabulous sales
growth that we account for. They
asked me what we planned to do
for 1977, and my answer was that
I would be able to tell them more
after my return from Holland. I
am confident that the Brewery will
find ways and means to agree with
me on no price increase, and more
capacity for additional shipments,
as we have in mind for next year
approximately 15 million cases.
Our friends at the Netherlands
Chamber of Commerce surprised
us by spreading the good news of
our success around in their news
letter which is distributed to hi-
level domestic business and gov
ernmental men involved in inter
national trade. Their message was
as follows:
Mr. Leo van MunchingPres
ident of Van Munching Co.,
Inc., the exclusive importers for
Heineken Holland Beer in the
U.S., indicates that another rec
ord breaking year is in the mak
ing for Heineken "The #1
Imported Beer in the U.S.AT.
Sales close to 11,000,000 cases are
being predicted for 1976, well
over the 8,000,000 case year of
1975which comes to a 23.% in
crease in sales. And this phenom
enal growth has been happening
year after year 3i/2 million
cases in 1972, 4y2 million cases
in 1973, 6 million cases in 1974.
All of which is a credit to fine-
quality Dutch Beer Heineken
and a personal triumph for
Mr. van Munching when you
consider that he arrived in the
U.S. in 1933 with 50 cases and
24y2 barrels, with instructions to
"sell Heineken in the United
States'y alone and unaidedjn
a huge country that had never
heard of Heineken.
A recent advertisement placed
by Heineken Brouwerijen BV in
the Het Financieele Dagblad
the Netherlands equivalent of
The Wall Street Journal indi
cated that Heineken is exported
to 170 world-wide markets, of
which the largest is the U.S.A.
Which may be why there is an
historic windmill in Holland,
built in 1661, now located on the
grounds of a new Heineken
Brewery, which was dedicated to
Mr. van Munching by Mr. Al
fred Heineken, Chairman of the
Heineken Board, with an in
scription that reads: to Leo
van Munching, the man who
put Heineken on the map of the
U.S.A.".
It was a real pleasure for me to
bring these good tidings to you.
Cordially yours,
The Windmill
PUBLISHED BY VAN MUNCHING CO., INC.
FALL, 1976
L. van Munching, President
