Is Heineken saying, if you can sell plenty beer in Congo, you can sell plenty beer in the US? There is some truth to it. Congo is a extremely poor country with an extremely harsh environment. But it is hot!
While flying in Congo between cities, I was surprised to see this Heineken-looking beer. The flying elite is a great target population.
Heineken USA Names Dolf van der Brink President-CEO - Advertising Age - News.
Heineken USA has named Dolf van den Brink president-CEO, plucking an executive whose last post was as commercial director and deputy general manager of Heineken International's subsidiary in the Democratic Republic of Congo to reverse domestic sales declines of the once-hot import beer brand.
While there are obviously major differences in selling an image brand such as Heineken to consumers in the U.S. vs. those in the Congo, Africa has been an increasingly important growth engine within Heineken and success there has become key to the company's fortunes.
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