Why is Heineken so Popular?

Heineken has certainly established itself as the number one beer in the Vietnamese community whether it be in Vietnam or abroad. I have been trying to find an economic reason to explain it, but have failed to come up with one other than the clever marketing tactics of Asia Pacific Breweries and Heineken.

Being someone who was a beer “snob” (I no longer drink that much), I can honestly say there are beers out there that are much better than Heineken. I was told that Heineken is better than Sam Adams because it has a higher alcoholic content (Heineken is 5.4 and Sam Adams is 4.8). If we are to take this statement alone, then Heineken is clearly not the best beer because there are a lot of beers out there that have a higher alcoholic content.

So what is it about Heineken? It’s hard to say whether it’s a normal, inferior or even a giffen good since i cannot find any sales numbers. One safe thing to say is that Heineken is considered a premium beer in Vietnam just like Coach is a considered a premium purse maker; if that’s the case, then it’s all psychological and boils down to brand name.

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