Amstel Light Bier.fast selling because
Attractive display of Amstel Light Bier at
Brewers Outlet in Middletown, Pa., with
Amstel circle bullseye hung above, got
attention and made sales, extra profits.
Tennis, golf, baseball anyone? They
all go better with this new light
weight headband/visor now avail
able from VMCO—plus Amstel, of
course.
Ft. Lauderdale Contest
Ups Amstel Sales 30%
William Thies Sons put on a sales con
test for Amstel light which boosted sales
for the month by 1,305 cases—a 30% in
crease! In the photo above are special
prize winners Charley Bombalier, Supervi
sor, and J.C. Marshell, Driver Salesman.
Prizes were awarded by VMCO Rep, Bill
Coats.
Madurodam Exhibit Served
Heineken and Amstel.
The Board of Trustees of the Museum of
Science and the Maduro Group in Miami
held an opening night reception before
their exhibit of the Madurodam— the ex
quisite model of the Dutch city shown
below. Over 400 people attended the re
ception at which Heineken and Amstel
were the exclusive beers. In all, 25 cases
were enjoyed, 15 of Heineken and 10 of
Amstel Light, served by this attractive
Dutch miss.
50 Years of Commitment
(continued from pagel)
and popularity spread to New York City.
More and more distributors were sold on
Heineken and outlets multiplied.
At the 1939 World's Fair in New York,
the famed "Heineken's on the Zuider
zee" windmill bar and restaurant
brought the fabulous taste of Heineken
to fairgoers. The success story grew fast.
World War II interrupted the story for a
few years, but Heineken returned after
the war and its popularity began to soar
again.
Now all those 50 years of VMCO com
mitment have built the largest distributor
network for any imported beer, making
Heineken the most widely available im
ported beer in America. And it's market
share kept growing, too. Currently
Heineken represents approximately
40% of all imported beer sold in the U.S.
It is far and away the #1 Imported Beer.
There's another story of commitment,
too. VMCO imports Amstel Light Bier
which is moving up rapidly in sales—al
ready one of the top twenty imported
beers sold. Amstel Light Bier is a new
success story you'll be reading about for
many years!
$18,000,000 Commitment
(continued from page 1)
the very successful theme, "Come to
think of it, I'll have a Heineken."
In all, there will be a 17 percent in
crease in magazine advertising which in
cludes 140 full-page, full-color insertions
in 27 major national publications, over
32 weeks of TV activity and 20 weeks of
radio on 200 stations nationwide. Heine
ken messages will be delivered to 90 per
cent of the brand's primary prospects
more than 35 times each.
Amstel Light receives increased sup
port, too. Using the theme, "95 Calories
Never Tasted So Imported," Amstel
Light will have an extensive print cam
paign in 11 major markets in city maga
zines and Sunday supplements, as well
as the brand's first national magazine ad
in Time and over 75 radio spots a week
in the 11 markets, with the new P.O.S.
and a continuance of the Amstel spon
sorship in sporting events.
6
AMSTEL
BIER
"€*nte to fhmk
