A Trackside Chat with Heineken’s Leadership

Dear Client: Your editor sat yesterday with Heineken NV CEO and Chairman of the Executive Board Dolf van den Brink and Heineken USA CEO Maggie Timoney in a hotel suite just a stone's throw from the Heineken Silver Formula One racetrack along Las Vegas strip after F1's first Vegas race. The setting was apt, as Heineken invests another big $100 million behind Silver and 0.0 in the U.S. just as F1 is gaining traction here [see BBD 11-13-23].  THE APPEAL