Puerto Rico

Puerto Rico is the most beer-intensive market in the Caribbean — a US territory of 3.3 million people with American consumption habits, year-round warm weather, and a long tradition of local brewing. Medalla Light, brewed by Compañía Cervecera de Puerto Rico since 1973, dominates the local market. Heineken arrives as a premium import alongside Corona, Modelo and other international brands.
By 1959 Heineken was actively marketed in Puerto Rico — confirmed in the same Windmill magazine article that documented Panama, Bermuda and Nassau as target tourist markets. The island's dual identity as a US territory and a Caribbean destination made it a natural early Heineken export market, following the same American tourist dollar that drove the strategy across the region. Import-only — no brewery, no local production.