Regarded as piss by some or not, Bud's marketing has proven just as effective with the young and easily led in Britain as it has elsewhere. That said, why are you bothering overpaying for Heinekin? It's green bottles and light complexion all but assures that it doesn't make the trip overseas in good shape, and, as what flavor it had is probably skunked, why not drink an American megabrew that tastes that crappy to begin with? You, and the state of beer in America, would be better off if you'd support some relatively local small brewer. Anchor, for example.
Someone above asked why we don't get the same Heinekin as they do in Europe. We do. It just doesn't make the trip well.