Heineken has strategically expanded into global markets since the late 19th century. After establishing early exports to Europe and North America, Heineken's post-WWII leadership studied U.S. marketing and used this knowledge to launch the brand worldwide. Heineken refuses to brew beer in the U.S. to maintain its image as an import with cachet. The company recently acquired its longtime U.S. distributor to gain full control over domestic distribution. Firms evaluate costs, benefits, and risks when selecting foreign markets by screening for basic needs, trade potential, economic forces, political/legal landscape, sociocultural factors, and competitive environment.