season's QReeriNQS
VMCO DISTRIBUTOR EXPANDS WAREHOUSING FACILITY
WITH NEW ONE HUNDRED THOUSAND SQ. FT. BUILDING
HEINEKEN CONTINUES STRONG
IMPORT SALES LEADERSHIP
CONTINUING RESPONSE TO
FAMOUS HEINEKEN QUALITY
PROMOTIONAL ACTIVITIES FOR
AMERICA'S #1 IMPORTED BEER
Silver Bros. Co., Inc., in Manchester, New Hampshire, has constructed a new
100,000 sq. ft. warehouse and office building to replace a major portion of the
firm's previous building. The company is in its 20th year as a VMCO distribu
tor of Heineken Holland Beer, and its Heineken business has more than
doubled since 1973. With the expansion of Silver Bros, business, the large new
modern facility will provide needed room for current activity, as well as space
for future needs. In addition to the Manchester warehouse, Silver Bros, covers
the state with branch operations in the northern, southern and western areas.
The national Association of Alco
holic Beverage Importers in Wash
ington reports that malt beverage im
ports for the first nine months of
1977 show a 13% gain over last year's
comparable period, a 7,023,710 gallon
increase over the 1976 figure.
The Netherlands was again the
leader for the period with 25,762,576
gallons, a 27% increase over the pre
vious year's total. The number two
slot was taken by Canada with 17,-
903,785 gallons, for a 27% increase:
Germany ranked third with 8,521,425
gallons, a 13% decline over the prior
year's period.
Since some 98% of the Netherlands
figures represent Heineken, and other
country's importation figures repre
sent a wider variety of beer brands,
Heineken continues as the undisputed
#1 Imported Beer in America.
The importing "Big Three" ac
count for 84% of all imported beer.
The exceptionally fine quality of
Heineken Holland Beer will always
remain an essential ingredient in its
tremendous sales success story. And as
its sales success grows, the enthusiastic
response to Heineken quality is in
creasingly expressed in consumer let
ters to the VMCO New York office:
I would like to congratulate you
on the finest Light and Dark beer
in the world today. I have tasted
almost every imported and domes
tic beer and I always keep coming
back to Heineken.
J.L.Redwood City, Ca.
My husband has been a great fan
of Heineken for years. As a matter
of fact, he usually drinks at least a
case a week, and has introduced
me to Heineken Dark (the only
beer I really enjoy)
S.M.—N.Y.,N.Y.
We have the pleasure of drinking
THE imported beer, Heineken,
for some time. In the future, we
plan to build a bar with refriger
ated beer box to hold a i/2 barrel
of Heineken.
S.H.Calumet City, 111.
Heineken Beer is the only beer my
girl friend and I have at our num
erous parties. It is the superior
civilized beer. R.S.Ossining,N.Y.
V® Ite&mg&Ga k
FALLSVIEW, N.Y. Pictured above is the
VMCO booth at the recent Restaurant and
Liquor Dealers Statewide Convention held in
October. Many excellent comments were re
ceived by Dan Neglia, VMCO N.Y. Metro Mgr.,
while manning the display at the popular show.
LAKE WORTH, FLA. This attractive service
car of VMCO distributor Wm. Thies Sons
travels its territory delivering a Heineken ad
vertising message to both consumer and the
trade in the well-known Palm Beach resort area
on the eastern coast of vacation-land Florida.
PHILADELPHIA, PA. Seen at the Pennsyl
vania Wholesalers Convention held at the Hil
ton Hotel were (left to right): Fred Otto, VMCO
Div. Mgr.; Jay Twigg, Twigg Distr. Co.; and
Leo Van Munching, Jr., VMCO Exec V.P., at
the Van Munching Co., Inc. display booth.
