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Heineken Outsold ALL Imported Beers
at the S.F. Sports/Boat Show
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Super Bowl XVI
1È SALES m~
\l/SUCCESSES
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Amstel Light
Decal Program
THE HEINEKEN booth at the S.F. Sports/Boat Show was manned by these VMCO
men, left to right, Joe Taormina, Sales Rep., Peter Coletta, Ass't Division Manager,
Tom Schulz, Sales Rep., Allen Ackerman, Western Division Manager and Bill Stein-
back, Sales Rep.
Van Munching Co., Inc. notes
with sorrow the passing of Jack
Hymes who has been with VMCO,
except for a brief period, since
1960. A member of the sales staff
in Florida his sales talents, warm
personality and friendliness made
him a favorite. He leaves his wife,
Blanche, and two grown children.
We extend our sincere sympathy to
his family and friends.
It drew the largest audience in the history
of television with 110,230,000 viewers.
The giant audience not only saw a great
game but the great spot for Heineken
No. 1 all around!
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YOU'RE LOOKING at the top floors of a
new 44-story building in the center of
New York City. The building was the
scene of a traditional "Topping Out"
party, held to celebrate the completion of
the steel work and basic structure. Often
a tree is mounted on the top girder and
the workmen who erected the building
toast their successful finishing of the
structure. The party this time featured 20
barrels of Heineken which would make
any party terrific. Dan Cafigos of Port
Distributing, Long Island City, N.Y. and
Jim McDermott, VMCO Sales Rep,
helped make the party arrangements.
Held at the famous "Cow Palace" in San
Francisco from January 8th to the 17th,
the Sports/Boat Show drew about
375,000 people—despite some bad
weather and the 49ers/Dallas game.
Heineken set a record, toooutsell
ing, by far, all the fifty-two other im-
The Decal Program for Amstel Light Bier
is colorful, attention-getting and a terrific
sales booster for you. Developed primar
ily for position on rear panels on delivery
route trucks, they can make a big truck a
beautiful, moving ad for Amstelsee
how Port Distributing in Long Island
City, N.Y. used them effectively in photo
above. You get application instructions,
squeegee and paint specifications with
each set. Decals are made of 3M Vinyl,
are tough, flexible, superior in resistance
to weather and road chemicals.
ported beers on sale at the show.
Attendees consumed more than a hun
dred cases of Heineken regular bottles,
cans and dark, plus twenty-five cases of
Amstel Light.
Naturally the Heineken booth was
one of the most popular at the show.
The Windmill wants to start a regu
lar feature about successful pro
grams you have instituted to make
more sales for Heineken or Amstel.
We would also like to know how
you created the program, won
sales resisting arguments and an
swered negative questions when
sellingin stores, bars or restau-
rants. Your successes in your terri
tory can help make sales in other
territories. The Windmill will run
your storywith pictures, if possi
bleof sales pitches that worked.
Send your "Sales Successes" to A1
Nilson, Ad Manager, VMCO head
quarters.
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