Last time we were in St. Martin, we happened to be there during the Heineken Regatta. As far as I could tell, the race was more about having a good time than being a real competition, but it was nice to see the boats. With competition from various local Caribbean brands, the promotion is probably worthwhile to Heineken. Below is one of the promotional t-shirts they were giving out. The sentiment on all of the shirts was definitely more island than Teutonic.