an Munching Co. Inc.
i upward spiral
cades
A trip on the water bus
around Manhattan
gives a typical view of
American society.
The guide draws the
tourists' attention to the
sights, which are the
first, the biggest, the
tallest, the most
modern, the oldest or
the most expensive.
The United States is the
land of superlatives and
its people have a weak
ness for impressive
figures. Maybe this is
partly the key to
Heineken's success.
The average American
likes to identify with a
product which is a suc
cess, has a quality
image. But when did
that upward spiral
start? A brief look at the
history of Van
Munching Co. Inc.
The year 1933 was a historic one
for the American brewing
industry. The Prohibition Act,
which banned the production and
sale of alcoholic beverages, was abo
lished in that year. Heineken, which
THE WORLD OF HEINEKEN
H
