Heineken: Ken Kunze.(Brief Article)

Advertising Age, October, 2001 by Chura, Hillary

When Anheuser-Busch takes jabs at your brand, you must be doing something right. Just ask Heineken.

Once as preppy as pink and green madras, the lager has come down to earth-and is being rewarded with record sales. Last year, the nation's No. 2 imported beer continued its double-digit rise, up 14% to 3.98 million barrels, as the beer behemoth making fun of it, Budweiser, continued to slide-down 2.5% to 34.8 million barrels, according to the newsletter Beer Marketer's Insights.

While still not the common man's brew, Heineken is closer than ever to BBQ, Chevys and everyday occasions thanks to tie-ins with Austin Powers flicks, a younger demographic, and initiatives to concentrate on off-premise locales and national retail accounts.

Sales are...

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