Beer commercials are sometimes the most over the top on television, but when it comes to the beer manufacturers' corporate events, staid is more often the norm. That wasn't the case with the recent Heineken national sales meeting in San Antonio, held on a proscenium stage and featuring moving lights, lasers, video, water screens, even cryojets filled with liquid nitrogen. For this highly visual production, designed in part to unveil a new brand to 2,500 distributors, Heineken turned to ...
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