SEASON'S QReetiNQS
PROMOTIONAL ACTIVITIES FOR
AMERICA'S #1 IMPORTED BEER
40th ANNIVERSARY FOR
DISTRIBUTOR MANAGER
INCREASED PROMOTION OF
HEINEKEN SPECIAL DARK BEER
DURING 1977
HEINEKEN SALES ADDED BY
SUPERMARKET MASS DISPLAYS
r >:-
TAMIMENT, PA. - The VMCO/Heineken booth
at the Pocono Mountain Hotel Restaurant
Show attracted many sales inquiries for Heine-
ken. At the show were (I. to r.): Bill Flick,
VMCO Sis. Rep.; Sam Zacarro, Courtland Bev.
Co.; and Fred Otto, VMCO Division Manager.
WILMINGTON, N.C. The handsome Heineken
van of the Hanover Distributing Company
leaves a prestige impression with both con
sumer and trade with its new, attractively-
marked vehicle, adding additional selling ex
posure for "America's #1 Imported Beer."
WEST PALM BEACH, FLA. - A Heineken Spe
cial Dark Beer Party introduced happy patrons
to the special merits of "The Year-Round Dark
Beer". The event featured a raffle ticket with
purchase, and an evening drawing for hand
some door prizes for each of the lucky winners.
Jerry Leibs, V.P. 8c Gen. Mgr. (2nd
from left) of Glazer's Wholesale
Drug Go. in Dallas, Texas, received a
Heineken Trophy in commemoration
of his 40th anniversary with the Glaz-
er Company. Presenting the hand
some trophy was Roy V. Curry,
VMCO Div. Mgr. (3rd from left)
Also participating in the ceremony
were Glazer personnel (left to right)
Jerry Cargill, Reg. Mgr.; Nolan Glaz
er, Pres.; and Billy Rose, Reg. Mgr.
Heineken Special Dark Beer has
been increasingly promoted nation
ally by Van Munching 8c Co., Inc.
during 1977. Dark Beer consumer ad
vertising in full-color has appeared
in Sports Illustrated, Tennisand
Golf Digest magazines. In addition,
Dark Beer advertising has been heard
on radio in markets throughout the
country.
The current advertising approach
positions Heineken Special Dark
Beer as "The Year-Round Dark Beer"
that can be enjoyed all year long,
alerting consumers to its continued
32-month availability, as well as to
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 on the schedule in
clude Club Management, Hospitality
and Hotel Motel Management.
These promotional efforts will add
to the already large sales figures for
Heineken Special Dark Beer which
are currently 40% ahead of the pre
vious record year of 1976.
The combination of the attractive
Heineken 6-pak and case packaging,
together with Heineken point-of-sale
material, can produce supermarket
mass displays that really move mer
chandise. The colorful, eye-catching
end-aisle display shown below was
constructed by VMCO distributor,
Glazer's Wholesale Drug Co. in El
Paso, Texas at one of the locations
of the Skaggs Store chain. Seventy
cases of both Heineken Light and
Heineken Special Dark Beer were
utilized in constructing this traffic-
stopping mass display.
These profit-making displays are
becoming more and more popular
with retailers as Heineken Holland
Beer becomes a bigger and bigger
seller, and retailers realize the hand
some profit margins available with
the ever-increasing product sales of
"America's #1 Imported Beer".
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