I really like the color and the view of almost all, but not all, of the sign. The reflection takes it up a notch and makes it a photo I'd be very pleased see on my wall.

would be perfect if the whole name was visible,the reflection looks cool...

I also enjoy the composition with only a part of the sign. The power cord also give the mage some depth and leads the eye from the sign towards the reflection.

I agree with shivahuja...

Nicely composed, colors, reflections, cord and all.

I've voted for this one a few times. :O)
I like the colors and reflection, but: the question is about the subject. Is this a commercial for Heineken or an artistic picture? What makes the difference? It could be both, actually. But I have the feeling something is missing. I'd like to see something else, a point of interest (a bottle?) in the foreground...

Yeah... I do think there's something missing... not sure what it might be. Figured asking for a critique would be a good idea. ;)

To me, this is all about the reflection and the colors. Probably not a lot here that's very compelling. Although, I think it's fun.

Plus, I just like beer, so... heh. There that is.

I enjoy the colors and reflection and strong graphic feel. But it does feel like the image is missing something in the foreground. Something either that has to do with the setting, which I assume is a bar, so something like a beer bottle or ashtray with a maybe a lit cigarette slowly smoking...OR...something that I wouldn't ordinarily think of when I think "bar," like a baby's pacifier or rosary beads or a bible or a note from your mother or...

I'd have to agree with some of the other comments that the image is graphically strong, but sort of lacks a focal point of interest; perhaps if you'd framed it so just the reflection was visible, and included one of the subjects that others have suggested...