Word: heineken
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...other side of the stool-perched boom-box, Jason Loewenstein leered over the audience, dwarfing his bass, clearly thrilled to be back in the city where Sebadoh was based. Unable to contain his glee, he teetered back and forth swigging from his Heineken and keeping time with Barlow’s lead guitar. When he did take lead vocals, perhaps most prominently on the heart-wrenching “Got It,” he showed himself every bit the effective songwriter as Barlow...
...tier at cafés around town and impressed their elders with their shrewdness and industry. Among the impressed was Michel Vidalenc, whose employer, Groupe Bertrand, is one of a few family firms that dominates beverage distribution in France. (Bertrand is now a subsidiary of Dutch brewer Heineken.) These brasseurs - many of whom just happen to come from the Auvergne - serve as informal bankers to the café trade. They sniff out Auvergnats most likely to keep their beer flowing freely and advance them cash to buy a place of their own. "Interest" comes in the form of slightly higher...
...coveted sneakers. In 2001 in a Sacramento, Calif., mall, 60 police officers in riot gear faced a tense crowd of 200 people ready to battle over 80 pairs of Nike Jordan Retro XIs that were being put up for sale. This summer the most coveted shoe is the Nike Heineken Dunk, the first in a six-pack of collectible Dunks. Riot cops, beware. There were reportedly only 1,000 pairs made. --By Lisa McLaughlin
...global players are poised to take over the German beer market, why haven't any German brewers become global players? Bavarian monks formalized and perfected the art of brewing in the Middle Ages. Yet even a German giant like Holsten is dwarfed by Heineken - which produced 11 billion liters in 2002 and is awaiting regulatory approval for its purchase of Austria's 2.6 billion-liter-per-year BBAG brewery for €1.9 billion. Shackleton explains that when Dutch and Belgian brewers began seeing their local markets shrink in the late 1980s, they responded by beefing up their exports, hammering...
...found DJ Bobo, it slapped a Coke logo on CDs and started selling singles. The campaign spread to other markets. And Chihuahua mamboed to No. 2 on the pan-European Eurochart. The stealth marketing success of 2003 in the Netherlands, a TV show called 6Pack, is funded by Heineken, but you won't see its logo during the show. 6Pack, which ended its 100-episode run last week, gave six young people 15 minutes each weeknight to amuse themselves on TV. They tried to glue themselves to the ceiling, learned how to spit fire, crashed a music-awards show...