Heineken acquires Van Munching
Some months ago it was announced that Heineken is to
take over its importer in the United States, Van Munch
ing Co. Inc. The acquisition is seen as a logical step,
following more than fifty years of close and successful
cooperation. Leo van Munching Jr. will remain presi
dent of the company which his father founded in 1928.
Van Munching Co. Inc. has
been the importer for
Heineken beer since 1933.
Soon after abolition of the Prohibition
Act (which banned the consumption of
alcoholic drinks) Leo van Munching Sr.
introduced Heineken beer on the
American market. From those very
early beginnings Heineken beer has
always remained the largest imported
brand. Amstel Light, launched in 1981,
ranks seventh in the league table for
imported beers and is also the best sell
ing imported light beer. In 1989 Buck
ler was introduced.
Over the past three years
Heineken's market share in the import
segment has increased from 25% to
28%, whilst the total import segment
itself declined slightly from 5% to 4.5%.
In other words: thanks to again in mar
ket share Heineken has successfully
maintained its position in a slightly
declining market.
This success is largely due to the
know-how, experience and dedication
of the Van Munching organisation.
Heineken will therefore leave the pres
ent organisation of Van Munching as it
is. For Heineken the advantage of the
acquisition is that it will permit a more
direct contact with this important mar
ket. Van Munching Co. Inc. has some
150 employees. The takeover will have
no consequences for employment.
It was the close alliance with
Heineken over the decades which
caused Leo van Munching to sell the
business to Heineken. In an interview
he said: A name isn't something you
simply sell. The only one I would ven
ture to sell that name to was Heineken.
The relationship with Heineken has
always been harmonious. In the end
it's better for me, for my family, for Van
Munching Co. and for Heineken.'
Leo van Munching Jr. is to
remain president of Van
Munching Co. Inc. His great
knowledge of the U.S. beer
market is of eminent Impor
tance for Heineken.
T H F. WORLD OF H F. I N E K F. N
