I
"Thanks for All Your Help in '93"
A
Van Munching Introduces the Light
Heavyweight Champion of the World:
The New Amstel Light 21.6 02. Kingsize!
I'm glad to have this opportunity, one last time
after 44 years with youto report that this year has
been another great one for our brands.
It's especially gratifying that 1993 saw
Heineken's strongest growth in years. By invest
ing extra time, effort, and increased marketing
support, we've managed double-digit growth in
a market that very seldom sees it.
As always, we've achieved that growth to
gether. Your efforts, your support were as crucial
as ever to the strong gains that Heineken,
Heineken Special Dark, Amstel Light, Buckler,
and Murphy's Irish Stout all saw this year. And
as always, you have my thanks.
Here's to youand your families, with wishes
for a very healmy and happy holiday season.
Leo Van Munching. Jr
PUBLISHED BY VAN MUNCHING CO., INC.
Vol. XLIV No. 3
Christmas, 1993
PillllED
New packaging introductions from
VMCO have been known to cause a
little excitement. But with the unveil
ing of the new 21.6 02. Kingsize Amstel
Light bottle, the only word to describe
our enthusiasm is BIG.
Judging from the consumer re
sponse to Heineken Kingsize, intro
duced one year ago, we're sure that
our enthusiasm is warranted. People
who are looking for the finest imports
available really take to these new pack
ages. They respond not only to the
increased size, but also to the in
creased brand imagery and visibility.
What does that mean for your ac
counts? Increased profits.
Amstel Light is responding to a
growing demand for larger-sized and
value oriented packaging. Having
established itself for over a decade as
the premier imported light beer,
Amstel Light is in a unique position to
add even more sales momentum
through an exciting new package.
Not content to rest on its laurels, Amstel
Light is reaching out to new consum
ers, while solidifying its image with
the millions who already choose it.
Of course, we'll be supporting
Amstel Light Kingsize with the kind of
POS that you've come to expect of us.
So far, that support includes a case
card, cooler sticker, (each with ample
pricing areas,) and a window poster.
Each piece uses a bold, taste-appeal
ing photo along with the Amstel Light
tagline, "Who says nothing's perfect."
Part of the reason for the success of
the VMCO brands is that we're com
mitted not only to giving you the best
products available in the world, but
also to fulfilling your needs in the
trade. Amstel Light Kingsize has been
carefully planned not just to capitalize
on a current demand, but also to en
hance the Amstel Light brand imagery.
Our pride in that imagery extends to
everything we do in conjunction with
the brand; from the packaging to POS
to advertising. That's probably why, in
an increasingly crowded marketplace,
Amstel Light continues to dominate
the competition.
WlNDI [ILL
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NEW VORK, N.Y;10020
