It was bound to happen. Although I think this is way beyond the zeitgeist at this point (you can see the shop here) - interestingly they still sell Heineken merchandise even though Heineken sold back their majority stake in Brasserie Almaza to Philippe Jabre in 2021 (Heineken still holds a minority stake and continues to contribute technical expertise). From the ads launched the eshop is very new though I have no way to verify this information. Three different brands are represented - Almaza, Laziza, and Heineken with the usual merch products - anything from caps to bottle openers to socks and tote bags (to ashtrays? but I am trying to be civilized here). Well, obviously it is free advertising once you buy it, but like everything else that is logofied, you pay to advertise someone else's brand. To be honest, launching this at the end of summer is a bit anti-climaxing but what do I know? I don't even drink beer.