"Come to think of itHappy Holidays To All! A $4,000,000 Holiday Package For Heineken and Amstel Light! PUBLISHED BY VAN MUNCHING CO., INC. VOL. XXXIII, No. 4 Winter, 1982 Big Idea... 1,260 cases! THE BOOK OF RECORDS should in- elude this photo of a mountain of Heine- ken, a 1,260 case display in the Brown Jug Warehouse Liquor Store in Anchor age, Alaska, put up by Alaska Distribu tors. The first giant Heineken display was erected in June and sold through very quickly. A second, same size, went up in September and the mountain moved just as fast. The bigger they are the better they sell! Heineken is Alaska's #1 Im ported beer. What else is new! A Spinnaker Is A Giant Sail! THE SPINNAKER is also a fabulous night spot in Panama City Beach, Flor ida, that moves 1,400 cases of Heineken BIG Saleevery month to beach- goers who enjoy their Heineken at the Spinnaker during the summer season. In the photo, at left, is VMCO Rep Hal Trombly and Spinnaker owner, Jimmy Cristo. They're obviously enjoying a Heineken and the warm sun. Panama Beverage, in Panama City, services the Spinnaker's six bars where Heineken is the exclusive bottled beer. Early this year, Leo Van Munching, Jr.in his message to VMCO Distributors, Divi sion Managers and Sales Representa tives, said, "In 1982, you can count on us.we are going to provide you with quality marketing support, the kind that will keep Heineken #1." As 1982 draws to a close, it's very obvious that the support Mr. Van Munching, Jr. promised has been more than fulfilled. Now there is an additional commit menta $4,000,000 advertising and promotion package during the last three months of this year to move both Heine ken and Amstel even further out in front. There is a $3,500,000 Holiday Pack age for Heineken that includes a Special Holiday adsee it on this pagein prime positions in top magazines (like the back cover of Time shown on this page). More than 70% of the ads will be on covers and opposite table of contents. On the schedule are Time, Life, Ski, Newsweek, Skiing, Esquire, Sporting News, Inside Sports, Runner, New Yorker, Runner's World and Rolling Stone. In addition, the heavy summer TV. network and local schedule on sports programs over ABC, CBS and NBC will be continued. Saturday Night Live, too. Amstel Light Bier also gets a heavy $500,000 additional advertising drive during October, November and Decem ber. in 11 major markets from New York to San Francisco. Big Sunday mag azines in top newspapers will be used all in full page, full color, as well as city magazines in full page, full color. 99 #1 MARKETERS for the #1 Imported Beer and the #1 Imported Light Bier at the recent VMCO Division Managers meeting. Seated, left to right, John McAna, V.P., National Sales Manager; Leo Van Munching, Jr., VMCO President; Ken Blair, Ass't National Sales Manager and standing, VMCO Division Managers Messrs. Waselewski,Neglia,Otto, newly appointed VMCO V.P., Allen Ackerman, Kenney, Bleau, Hegedorn and Curry. A REAL FIRST...this Heineken Holiday ad on the back cover of November 8th TIME marks the first time a beer ad has ever appeared in this ultra prime position.

Jaarverslagen en Personeelsbladen Heineken

The Windmill | 1982 | | pagina 1