Heineken has been moving to tap back into the Myanmar market. In the 1990s, Heineken had pulled out of the market due to sanctions that were imposed on western countries. With a new democratic government Heineken and other foreign companies have come back to build business. Companies like Heineken face tough competition from local brands such as Myanmar Brewer, who owns roughly 80% of the local beer market but also from a culture who’s beer consumption is relatively low from its neighboring countries. They face a tough uphill battle but have already beat their initial target by creative marketing and promotional offerings