If Coke and Pepsi and M&M’s can do it, why can’t beer? If Mitsubishi Motors can do it, why not a good cold one? If the alcohol-pops brand eating away at the beer markets can do it, why not a premium lager?
The answer is: Tradition. Namely, the beer brands of Europe remain largely segmented in their regional roles and have yet to make the giant leap to the pan-Euro hall-of-fame.