United Breweries Heineken has changed its name to United Breweries Holding as part of a rebranding effort. This was reported by “Vedomosti” President of the company Alexey Sagal. The logo has also been changed to include brewing tanks instead of a red star.
According to Mr. Sagal, a name change is one of the conditions of the deal with the Dutch company Heineken. The rebranding is connected with the “development strategy of the holding in the Russian market,” on which it is planned to spend about 10 million rubles. Website updates, PR campaigns to promote the new brand, and internal communications may require additional funds.
25 August Heineken reportedthat she sold her Russian business for a symbolic €1. The assets were received by the Arnest group, including all seven breweries. The buyer also provided employment guarantees for the next three years to all 1,800 Heineken employees in Russia. The transaction does not include an option to repurchase assets.
Heineken announced it will cease investments and exports to Russia in March 2022. That same month, the company announced the transfer of the business to a new owner. Heineken promised to leave Russia in the first half of 2023, but due to changes in Russian legislation, the sale was delayed.