Grizzly
Going All Out
To Expand
Market
Grizzly hits million case mark!
The "Case-Ons" Keep
Record breaking sales in 1984 have led
VMCO to a concerted advertising drive
to capture a greater share of young pro
fessionals and main stream consumers.
More than $2,000,000 will be spent
on local and network radio stations in se
lected Grizzly markets. The campaign
will feature 3 new commercials with a
great theme: "The Call Of The Grizzly."
Beside the radio advertising, a broad
range of RO.S. and merchandising ma
terials will include new cooler signs, mir
rors, price cards, eye-catching lighted
signs for bars, and a variety of premiums
for special Grizzly Nights in pubs and
bars.
"All working," as Leo Van Munching,
Jr., VMCO President says, "to move
Grizzly onto the Top Ten Imports list for
1985."
Consumers love Grizzly
This unsolicited testimonial speaks for
itself.
Dear Sirs:
I recently came across your
Grizzly Beer. As an afficionado
of fine Canadian Beers, I had
to give it a try.
Goodbye MOLSON!
Farewell MOOSEHEAD!
Phoey, compared to Grizzly
Beer. I have found the Beer
that suits my taste perfectly.
You have created a truly
premium brew. I can't believe
how smooth and flavorable it
is. The taste is fantastic.
Gentlemen, if you properly
promote Grizzly Beer to the
American public, you will have
a real success story on your
hands. Everyone I've had try it
has fallen in love with it.
Keep up the Good Taste!
Gary Caputi
Dumont. NJ
Just nine months after it was first intro
duced in Jan.'84, VMCO imported the
one millionth case of Grizzly Canadian
Lager—making it the most successful
new import in beer history.
Leo Van Munching, Jr.VMCO Presi
dent, attributed almost instant accept
ance of Grizzly by retailers to the quality
of the product, to the excellent work of
Grizzly distributors, and to outstanding
marketing support.
Maarten H. Rijkens, President of Am-
stel Brewery Canada, Ltd., the company
that owns the Hamilton Breweries in
Canada where Grizzly is made, said that
he attributed the success to "the exper
tise and commitment of Van Munching
and Co.; to an executive and sales orga
nization that has to be both highly recog
nized and commended."
Distribution has steadily expanded
from just seven markets a year ago to ev
ery major market in the country today.
Based on current sales and projections
for Grizzly, Heineken and Amstel,
VMCO could easily be responsible for
40% of all the imported beer sold in the
U.S. by year's end.
Shown below with the one millionth
case are, from left to right: Rodney Ha-
bershaw, Regional Director, North
America and the Caribbean, Heineken,
N.V: Leo Van Munching, Jr., VMCO
President; Herman Gerritsen, Manager
Hamilton Breweries, Canada; and Maar
ten H. Rijkens, President of Amstel
Brewery Canada, Ltd.owners of Ham
ilton Breweries.
CANADA'S BEAR OF BEERS
Towering Grizzly on top of van dwarfs traffic and pedestri
ans outside Canals Liquors, Cherry Hill, one of the biggest
liquor stores in New Jersey. Giant, 15' foot inflatable Grizzly
and banner were placed by Burns Beverage Co., Penn-
sauken, NJ.
"Stop, Look and Buy" is the message you can't miss—and
sold 100 cases in just one day!
The Gang's All Here-
enjoying a recent Grizzly
Night at Maggie's Mae in
Washington, PA. That's
Peg Berry, the owner,
second girl from the
right.
Hand painted giant exposure really
delivers the message for GRIZZLY on this
Federl Distributors truck in Brown Deer,
Wisconsin.
G.T. Britts, Inc. of Athens New York
says it loud and clear for
HEINEKEN and AMSTEL LIGHT
with a truck decal set.
