yiess jor the New Year!van munching co., inc.
VMCO/HEINEKEN PROMOTIONAL MEETING
WITH NEW DISTRIBUTOR
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Recently added to the Chicago area
VMCO distributor family, Geocaris 8c
Company welcomed Heineken during
a meeting to review promotional
plans. Attending the meeting were
(1. to r.): T. Howard, V.P., Geocaris
8c Co.; A. Nilson, Ad Mgr.; R. Geary,
Sis. Repr.; R. Waselewski, Div. Mgr.;
L. Van Munching, Jr., Exec. V.P.;
all of VMCO; and R. Geocaris, Pres.,
Geocaris 8c Co.
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HEINEKEN SPECIAL DARK BEER
REACHES NEW SALES RECORD
Steadily rising through the years,
sales of Heineken Special Dark Beer
have reached a new peak in 1978 with
an overall increase of some 40%.
Responding to increasing sales of
Heineken Light Lager, and increased
promotional activity, Heineken Dark
continues to show impressive sales
gains every year. Its sales now rival
the combined light and dark sales of
the leading German imported beer.
Current advertising positions Hein
eken Dark as "The Year-Round Dark
Beer" in radio, in full-color advertise
ments in leading consumer magazines,
and in trade advertising aimed at
club, hotel and restaurant on-premise
buyers. A complete line of point-of-
sale material completes the promo
tional package for Heineken Dark.
HOLIDAY RADIO CAMPAIGN IN
HEINEKEN MAJOR MARKETS
Continuing the successful '78 Radio
Campaign for Heineken, a heavy
weight schedule of commercials will
be broadcast during December '78 and
January '79 to promote Heineken
sales during the Holiday Season.
The holiday campaign will support
selling efforts in the nine major mar
kets for Heineken throughout the
countryNew York, Boston, Wash
ington, D.C., Detroit, Chicago, Miami,
Los Angeles, Philadelphia and San
Francisco. Supplementing the contin
uous Heineken Magazine advertising,
radio commercials for both Heineken
Special Dark Beer and Heineken
Light Lager will be utilized during
this special seasonal campaign for
"America's #1 Imported Beer", pro
viding additional advertising weight
during this important season.
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PALMER, MASS. In the Ramadon package
store located in the Three Rivers section,
owner Charles Ramadon (left) and his son
Chuck (right), stand inside a unique and un
usual display of Heineken Holland Beer. The
circular display proved very popular, capturing
both store customers attention and adding
sales,
DALLAS, TEX. At the Netherlands Booth
during the Supermarket Institute Convention
were (right to left): Martin Bakels, Exec.
Sectry.; and Rolande Van Hecke, both of the
Netherlands Chamber of Commerce; and Roy
Curry of VMCO, discussing the Heineken dis
play unit that has been very successful in
supermarket selling.
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PORT READING, N.J. Patiently peeling 875
Heineken bottle labels over a three and one-
half month period, ten young people then had
a Heineken Party and posted their label col
lection on a cork wall, partially shown above,
measuring some ten feet by seven feet. The
collectors report "Heineken Tastes Tremen
dous".
