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RUSSIA: Heineken brings Budweiser to Russia

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Anheuser-Busch is to enter the fast-growing Russian beer market after securing a brewing and distribution deal with Heineken.

Heineken is to handle A-B's flagship Budweiser brand in Russia with brewing set to begin at the Dutch brewer's St Petersburg brewery in the next few months.

Budweiser will enter Russia's international premium beer segment, a category in which a number of global brewers, including Heineken, have a presence.

Nevertheless, Heineken insisted that Budweiser would complement its existing Russian portfolio and could be sold alongside the Heineken brand.

"We are sure that the Bud brand will fit perfectly within our existing brand portfolio. It will allow us to strengthen our position in the fast growing licensed segment of the Russian beer market," Heineken Russia CEO Roland Pirmez said today (6 March).

The deal is not the first time that the two brewers have joined forces. Heineken brews Budweiser in Italy and distributes the brand in Poland and the Canary Islands.

Andrew Day, vice president for international operations at Anheuser-Busch International, told just-drinks: "Bud will appeal to Russian beer drinkers who appreciate its crisp, clean refreshing taste and its American image. Heineken is a different style of beer. Marketing and distribution plans for Bud in Russia will be announced at a later date.

"Heineken has excellent marketing and distribution systems in Russia and shares our commitment to building the Bud brand in this country. We have a strong partner to help us expand our business in this fast-growing international beer market." 


Sectors: Beer & cider

Companies: Heineken

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