Sao Paulo bar owner Arthur Santi has long served up boatloads of ice-cold Skol, one of Brazil's most popular beer brands and a mainstay of brewing giant Ambev SA.
Then last year, rival Heineken NV made him an offer he could not turn down. Santi was launching another saloon in the same working-class neighbourhood. The Dutch brewer wanted top billing for its products at the new location.
Heineken paid him 90,000 reais ($23,000) for a three-year commitment to sell Heineken as its only big-name premium beer. The company also threw in new refrigerators, tables and chairs, all emblazoned with its familiar green logo with the red star.