Heineken-the beer version of Starbucks

Heineken, the leading beet producer wants to start a chain of "Heineken Bars" located in airports worldwide. The company chose airports in particular because executives thought it would be perfect for testing the overall concept. Studies have shown that people who experience delays in an airport tend to visit nearby bars during their "spare time." Researchers have also concluded that beer is the second most popular drink in airports besides coffee. I think that the idea sounds rediculous but it just may work. Starbucks incorporated the European concept of the cafe to America and Heineken can transform the typical Irish pub into an American bar chain. Heineken currently has one bar in Hong Kong. This exclusive "cafe-bar" is cleverly branded with an up-scale look.