When in the second world war the Japanese occupied the Dutch East Indies, now Indonesia, they were happy to drink Heineken beer.
In addition to its Red Star Cafe sampling site, the company is unleashing vendors with funky-looking space age backpacks to dispense Heineken beer to fans in the seats.
Heineken will be able to provide product innovation, and it'll use Femsa's distribution channels to sell its global premium brands like Heineken Pilsener beer, Tiger and Star, and its know-how on segmenting a market into different target niches.
As such, the spots do a good job of hammering out an imaginative place for Heineken Light: not the beer for the man you want to be, but rather the beer for that really exciting guy who you genuinely do not want to be all the time, but sometimes secretly wish you could live as, for a day or two.
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In the last few years, we launched Heineken Light, a premium light beer with personal style and substance.
FORBES: Heineken: Advancing a Brand While Remaining Authentic
Heineken, the high-end beer maker that's come to face much more abundant competition in a world of microbrews and specialty brands in recent years, uses the Open to directly connect with customers and to introduce new variations of its brand.
Heineken, like Diageo, has seen beer sales suffer on the island of Ireland this year.
FORBES: Obama Boosts Diageo, Stiffs Heineken on Ireland Trip
It may be that eventually Freddy Heineken became a little bored with the beer he made famous.
But beer prices in Ghana are so volatile, as three firms Heineken, Guinness and South African Breweries battle for market share, that the next beer index may tell a different story.
Heineken senior was the first foreign brewer to ship beer to the United States after prohibition ended in 1933.
Boston Beer, maker of the famous Sam Adams brand, and Heineken.
Dutch brewer Heineken has ended the stand-off over control of the maker of Tiger beer, by garnering the support of a Thai billionaire.
BBC: Heineken wins support of Thai billionaire for Tiger bid
With sales slumping since its introduction in 2006, Heineken Light has been left searching for traction in the already small Premium Light Beer category.
FORBES: Ads Help Drinkers See Heineken Light As 'Occasionally Perfect'
There is a precedent of sorts: in his beer company, he has achieved a balance of terror with his partner, Heineken, with each side owning a 37.5% stake.
One reckoning, from Fred Eckhardt's The Essentials of Beer Style, shows Coors Light at an IBU of 9, Bud at 10.5 and Heineken at 18.
Heineken came a step closer to winning its bid to take control of Asia Pacific Breweries, after a Thai beer magnate dropped his opposition to a deal.
The nature of the beers used in many kinds of beer candy perhaps helps explain why some products taste more strongly of candy than, say, a Heineken.
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