Hasta La Creative!

First came the cola. Now comes the beer.

Heineken announced today it will re-enter Myanmar after a 17-year absence, following similar moves by PepsiCo and Coca-Cola. Global marketers are eyeing new growth in the southeast Asian nation as it ends authoritarian policies that had led to sanctions from western countries.

Heineken N.V. will operate in Myanmar through a joint partnership with locally-owned Alliance Brewery Co. Ltd, which is majority owned by businessman Aung Moe Kyaw. The plan is to build a $60 million brewery near the capital city of Yangon that will begin making and selling beer brands including Heineken by the end of 2014.

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