Heineken

Alcohol marketers have long paid bars to hoist signs, push drinks with costumed servers, or throw lavish parties. Heineken, Europe's largest brewery, wants to take beer branding a step further, creating a chain of Heineken bars world-wide.

A new bar at Hong Kong's international airport serves up as much Heineken NV branding as it does beer. Bar stools reflecting green neon match the Heineken-logo T-shirts for sale. TV screens show Heineken ads and sports events sponsored by the company. While the bar sells other beers as well as wine and spirits, only Heineken-owned brands are available on tap.

Alcohol marketers have long paid bars to hoist signs, push drinks with costumed servers, or throw lavish parties. Heineken, Europe's largest brewery, wants to take beer branding a step further, creating a chain of Heineken bars world-wide.