Heineken Ups Ante by $130 Million

Heineken announced late last night that it intends to increase its marketing investment in the US and Western Europe by over $130 million in 2005, with much of that going to Heineken USA. The increase in investment will be used for "innovation and high-impact, aggressive marketing programs in order to reinforce the Heineken brand equity in the USA, to further improve volumes and sales mix and to address the changing consumer dynamics in Western Europe."Meanwhile, Heineken announced that Heineken USA