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^

Jaarverslagen en Personeelsbladen Heineken

The Windmill | 1983 | | pagina 3