Heineken is betting on Formula One to help it reclaim the title of leading global lager from Budweiser, a strategy that depends on broadening the sport’s appeal in Asia and persuading fans to pay more for their beer.
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Heineken is betting on Formula One to help it reclaim the title of leading global lager from Budweiser, a strategy that depends on broadening the sport’s appeal in Asia and persuading fans to pay more for their beer.