Heineken has their sights set on opening bars around the world and have chosen international airports to be their initial start-up locations and test markets. As Michael Fowlkes at our sister site Blogging Stocks reports, the Heineken bars are already open in Hong Kong, adorned with namesake furniture and paraphernalia including barstools, t-shirts, monitors with Heineken ads, Heineken sports events, and more. They apparently plan to open the pubs in airports worldwide before expanding to other locations within select cities.
I'm pretty sure the airport concept will work quite well. The bar itself would be a novelty, and beer is the second most popular beverage served in airports - coffee, of course, being number one. I doubt people are too concerned about where they get their libation while traveling - just so long as they have somewhere to relax and have a drink. That said, I have to agree with Michael's doubts about the other locations being as successful. Though I like the product, it is doubtful I would go to a bar in my own city where ALL they have to offer in the way of beer, whether it is in a bottle or on tap, is Heineken itself.
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