Image hi
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Heineke
The good image of Heineken Beer is not only
beneficial for consumer acceptance. The image
also gives a helping hand at wholesale level. The
440 distributors, spread throughout the entire
country, all have a local beer brand in their port
folio. The volume of those brands is considerable.
Nevertheless, thanks to its image and the attend
ant high price or margin, Heineken always has a
winning edge.
Vice-President Sales Eric Mor-
ham is pleased about the prof
itability of Heineken for the
wholesalers. "The wholesaler makes
a far greater profit on Heineken than
on a local brand. Heineken is there
fore highly regarded. It is in a win/
win situation."
One such distributor with a strong
commitment to Heineken products is
High Grade Beverage, based in New
Jersey. With branch operations in
New Brunswick and Randolph, High
Grade Beverage supplies about 5,000
beer accounts. The business also has
a non-alcohol division. High Grade
Beverage is headed by Joe DeMarco.
His son Anthony receives us in the
classically furnished office, filled with
awards which the company won from
the biggest local brewery for its
achievements. Service, says Anthony
DeMarco, is the key to success. "We
have the rule that we will supply the
customer on the same day that we
receive the order, whether that is at
10 o'clock in the morning or - if
necessary - at five in the afternoon. In
fact, we also make deliveries on
Saturday.
"Further proof of the service
mindedness of High Grade Beverage,
though not immediately visible, is the
big number of sales representatives it
employs. "Our sales people all handle
between 88 and 95 accounts. We feel
THE WORLD OF HEINEKEN
