Apparently, despite selling back its majority shares in 2022 of the Brasserie Almaza to the Jabre family, Heineken never left the Lebanese market and the said brewery still retains the sales and distribution rights for all Heineken products on the Lebanese territory. So it is a pleasure to see a Heineken ad at the gates of summer - and especially with the World Cup kicking off soon - somewhere in Lebanon. As far as I saw the ads were not plastered all over, perhaps Brasserie Almaza wishes for its star product to remain center stage, also this could be down to the price factor - with Heineken being 0.5 to 0.6 USD more expensive than its Lebanese counterpart. Still, "born in Amsterdam, enjoyed in Beirut" clearly wishes to differentiate the two products giving one an international cachet. I think this might be to distinguish between the two target audiences.