“United Heineken Breweries”, as a result of the rebranding, was renamed “United Breweries – Holding”, and the company logo will also change: the red star will be replaced by an image of brewing tanks. The changes were one of the conditions of the agreement with Heineken, Vedomosti learned.
The president of the company, Alexey Segal, stated that up to 10 million rubles will be spent for this. Additional funds may be required for website updates, public relations campaigns to promote new branding, and internal communications.
Heineken has been operating on the Russian market since February 2002. In spring 2022, the Dutch manufacturer announced its departure from Russia, and at the end of summer 2023, it sold its business in the Russian Federation for 1 euro. Under the terms of the agreement, the new owner undertakes to repay the intra-group debt of around 100 million euros. Heineken then indicated that “the transaction will result in an expected total comprehensive loss of €300 million.”
Author:
Karina Pardaeva
Source: RB
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