Talking of downloading, Heineken have announced a download deal with Wippit which will see lager drinkers able to download free tracks from the download site using codes on their drinks cans (well, they'll have to text those codes into a special SMS number to get a Wippit code, which sounds overly complicated to me, but you get the gist).
The Wippit promotion follows similar giveaways in the US where Heineken worked with RealNetworks, Sirius Satellite Radio, Ticketmaster and Rolling Stone magazine to stage a load of music type promotions.