•v*
üg ifnltïmg ütesagr
•I
The Windmill
PUBLISHED BY VAN MUNCHING CO., INC.
VOL. XXVIII, No. 1
WINTER, 1977
I long with the joys of the Holiday Sea
son, this is the time of year when we pause
to reflect on the events of the passing year.
In doing so, we are again thankful for
the fine efforts of those concerned that
have resulted in yet another record sales
year—an increase of 25%— for Van Munch
ing Co., Inc. and Heineken Holland Beer.
Even the now-settled shipping strike did
not slow our growth too much since suffi
cient inventories were developed prior to the strike. Beer ship
ments are now again in full swing to bring depleted inventories
up to their proper level as quickly as possible.
The domestic beer industry has seen many changes during
'77—changes in management, market share, "take-over" at
tempts, legal proceedings. We are happy to note that the
imported beer industry has not been so disrupted. Although
we continue to face competition directly and indirectly from a
previously imported beer which is now brewed domestically,
and the additional imported brands entering the market, both
Heineken share-of-market and the overall growth trend of the
imported beer market continues upward. Therefore, we are in
an excellent growth position for 1978, especially when backed
by our continuing best efforts to maintain the successful sales
record for "America's #1 Imported Beer".
In the spirit of the Holiday Season, I would like to express
to all of our readers and their families my very Best Wishes
for a Merry Christmas and a Happy New Year.
Cordially yours
L. van Munching, President
