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IDEAS FOR HEINEKEN
HOME ENTERTAINMENT
FIRST MILLION-CASES-PER-MONTH HEINEKEN PRODUCTION
SOLELY FOR THE UNITED STATES MARKET
Brewery personnel representatives at
the Heineken Brewery in the Nether
lands were gathered for the above pho
to in May, 1976 to commemorate the
first time that 1,000,000 cases of tre
mendous tasting Heineken were pro
duced in just one months time solely
for the United States market. Produc-
TREMENDOUS U.S. HEINEKEN
SALES IN '76 INCREASES ITS
LEADERSHIP POSITION
Topping all previous records, the tre
mendous sales increase of Heineken in
the U.S. during 1976 was reflected in
the six-month import figures (January
through June) as released by the Na
tional Association of Alcoholic Bever
age Importers in Washington, D.C.
The Netherlands continue to lead in
the first place position for U.S. malt
beverage imports with a gallon total of
12,111,823 in the six month period,
representing an increase of 29%. In
second place is Canada with a total of
8,464,998 gallons, and in third place
position is West Germany with a total
of 5,543,524 gallons for the period.
Of course it must be noted that some
98 percent of the Netherlands figures
represent Heineken, while all of the
other country's figures represent a
greater multiplicity of imported beer
brands. Thus Heineken Holland Beer
continues its leadership by a greater
margin when it is compared with any
other single imported beer brand.
The import market as a whole
showed a 8,313,236 gallon increase
over the same period in 1975, amount
ing to a 35 percent overall increase,
with five major exporting countries ac
counting for about 87% of the total.
tion at the Heineken Brewery has been
increasing constantly to keep in step
with the tremendous sales success of
Heineken Holland Beer in the United
States in its Bicentennial Year. The
current Heineken production of "The
#1 Imported Beer in America" already
exceeds the previously set milestone.
INCREASED PROMOTION OF
HEINEKEN SPECIAL DARK BEER
DURING 1976
Heineken Special Dark Beer has
been increasingly promoted nationally
by Van Munching 8c Co., Inc. during
1976. Dark Beer consumer advertising
in full-color has appeared in Newsweek
and Sports Illustrated magazines, and
another insertion is scheduled to ap
pear in the November issue of Playboy
magazine. The current advertising ap
proach positions Heineken Special
Dark Beer as "The Year-Round Dark
Beer" that can be enjoyed all year long,
alerting consumers to its continued
12-month availability, as well as its
great and unique taste.
National trade advertising for the
Dark is aimed at club, hotel and res
taurant on-premise buyers and backs-
up the consumer advertising effort.
Trade magazines include Club Man
agementHospitality, Hotel Motel
Management.
Larger quantities of each item in a
full line of Dark Beer point-of-sale
materials have also been made avail
able by VMCO, including a new coun
ter card featuring the consumer ad.
It is expected that these promotion
efforts will add to the already large
sales figures for Heineken Special Dark
Beer which are currently 73% ahead of
the previous record year of 1975.
HEINEKEN DARK ENJOYED
BY FAMOUS MOVIE STAR
Recently a national magazine indi
cated that movie star Yul Brynner en
joys Heineken Special Dark Beer. In
St. Louis for a restaging of The King
and I, Mr. Brynner stayed at the estate
of August Busch. It was reported that
even Mr, Brynner was probably not so
imperious as to require such favorite
brews as Heineken Dark Beer instead
of the beer produced by his host.
PASADENA, CALIF. Dr. Mrs. E. Snyder, Jr.
came home from vacation to find that their college-
student daughter had prepared the above Heineken
"Welcome Home" surprise in their television cabi
net. An enjoyable homecoming for the Snyder's!
NORTH HAVEN, CONN. Mr. Donald Warner,
owner of Maxwell's Alpine Inn, constructed his un
usual home bar shown in the above views, from
1,018 empty Heineken Beer bottles. The result is a
very unique Heineken Home entertainment center.
