ffiygy
Coast just prior to World War II.
Shipments of Heineken to the U.S.
were stopped in 1939 when the German
Army invaded Holland, and were not re
sumed until 1946. At that time, Van
Munching Co., Inc. was formed to im
port and market the brand nationwide.
In 1950, Leo Van Munching, Jr. joined
the company's sales department and
travelled extensively throughout the
United States to introduce Heineken to
new markets. He spent nine years in the
Midwest and eight years on the West
Coast, developing stong distribution for
the brand in these areas.
In the 1970's, when the sales of im
ports really began to explode in America,
Van Munching Co. and Heineken
were in an ideal position to take advan
tage of the increased demand. They had
75 field representatives nationally and
more than 250 of the top beer whole
salers in the country serving the national
marketplace. Heineken already was sold
in over 60 percent of all beer retail outlets
coast-to-coast, distribution no other im
port could match.
Combining strong awareness of the
marketplace, maximum dedication to
the import segment, an unwavering
commitment to product quality, a will
ingness to invest in aggressive consumer
marketing, and their strong wholesaler
network, Van Munching Co. took the
lead in the imported beer revolution.
More colorful, convenient, sturdy and
inviting. Today's six-pack contrasts with
early original shown on bottom of oppo
site page.
Early in 1960, Heineken became
the first imported brand to extensively
utilize print advertising. Product quality,
then as now, was the theme and the ad
vertising slogan was, "Heineken tastes
tremendous." When the brand assumed
its sales leadership, the additional line of
"No wonder it's Number One" was in
cluded. This same concept of image ad
vertising is used today with the campaign
theme of "Come to think of it, I'll have a
Heineken," which of course includes ex
tensive use of radio and spot and net
work television in addition to magazines.
What does the future hold for imports
and Heineken? Leo Van Munching, Jr.
believes that the brand can achieve a
minimum of a ten percent increase each
year through 1990, slightly higher than
the category average. And he capsulizes
his feelings about the brand's success:
"The strength of the Van Munching or
ganization and the success of Heineken
is threefold. One is the product itself; the
highest quality import available in Amer
ica today. Another is the people that sell
our product; our own Van Munching
personnel and the outstanding whole
salers who handle our distribution to re
tailers. Finally, it's the consumer, who
recognizes quality and has made Heine
ken the most remarkable beer success
story of the Twentieth Century."
"Come to think of it, I'll take a case."
Six foot, new
inflatable bottle.
Signs of the
times. In clear
acrylic, (top), or
oaken-type
frames, (bottom).
On-premlse
promise of the
best. Cash regis
ter signs for
Heineken "on
tap" or by the
bottle.
The new look in
a truck today is
this beautiful job
by C. Bambace
Distributors,
Hawthorne, N.Y.
m m
Special P.O.S.
for a very special
Dark Beer.
^V3HCH/A/q
Celebrat^ 0è^®
of /mport\n9^
