Just discussing with some friends a couple of days ago….why did Heineken, one of the best beers in the world, positioned itself in Romania in relationship with house and party music ? I always considered them something like a beer for smart people (of course, it might be because it is my favourite beer and I have a very high self-esteem:) )

I know, it is highly typical for beer producers / marketers like to position their products in circumstances like parties, footbal, music and so on. This is because beer is considered as a drink for the masses and these are the places where masses gather and enjoy a nice drink.

Heineken did the same but…is it really working ? If I would go to a concert, I would prefer drinking some long-run beers insted of Heineken, which I love to enjoy over some nice talking in a pub.