that this is the maximum, as we
would otherwise not be able to devote
enough time and attention to our
customers."
Boening
The very first distributor of
ffeineken in the United States, and at
the same time one of the most impor
tant, is Boening Brothers. With its two
branches Boening Brothers handles
sales of some four million cases of
Heineken and Amstel Light. Twenty
sales reps and five staff who concen
trate on the supermarket chains en
sure that Heineken Beer reaches the
outlets.
Boening Brothers operates in the
state of New York, specifically in Long
Island. This area provides big sales
for Heineken Beer, particularly in the
summer period. Long Island is a tour
ist attraction for people from the city.
During the sixteen weeks of fine,
warm weather, houses are let out on
a timeshare basis to groups of New
Yorkers. The area around the
Hamptons in particular is the place
where many people spend their free
weekends and vacations. Most of
these daytrippers and vacationers fit
exactly within the main target group
for Heineken: the 21 to 35 year olds.
Summer's
Within the space of sixteen weeks
the summer outlets have to earn
enough money to see them through
the rest of the year. One such outlet is
Summer's, near one of the Hamptons.
Summer's, one of the top Heineken
outlets on Long Island, is a luxury
beach pavilion and big crowds of
young people flock to the establish
ment during the weekend. During the
daytime they prefer the beach and the
tremendously popular sport of beach
volleyball, and at night it's time to
party. The popularity of this outlet is
reflected in the parking prices.
Parking space around Summer's is
scarce and therefore expensive; eight-
y to one hundred dollars for a parking
place ten minutes' walk away from
Summer's is not unusual during the
high season.
Party time at Summer's.
THE WORLD OF HEINEKEN
