Wage a brutal, unprovoked war with a peaceful neighboring country and you can expect your global brand to explode.
The world’s second and third largest beer makers – Heineken and Carlsberg, respectively – have joined a growing number of international companies in ceasing Russian operations in protest against the war in Ukraine.
Carlsberg Group CEO Cees ‘t Hart said on Monday that profits made from the reduction to “no presence in Russia” will be donated to relief groups.
The world’s largest beer producer, Anheuser Busch InBev, is not dictating its operations in Russia due to a 2018 joint venture with a Turkish company, but has asked the “majority shareholder” to suspend production and sales of its products. AB InBev also said it would forego Russian profits.
For other companies, showing the world exactly where they stand required a different strategy.
The Latvian-based Stolichnaya vodka company officially adopted his moniker in hopes of shedding the now-tainted Soviet cachet. Stoli looks to other countries for ingredients and embraces more modern roots planted in 2000, when the Russian-born billionaire who owns the company moved to Luxembourg.
Manhattan’s Russian Tea Room, famous as a gathering place for the artistic elite since the 1920s, reportedly saw its clientele decline after the invasion. But it stays with the name, given by the members of the Russian ballet who defected to the United States
A statement on the restaurant’s website supports Ukraine and provides historical context: “For 95 years, the history of the New York institution has been deeply rooted in speaking out against communal dictatorship and for democracy. . Just as the original founders, the Soviet defectors who were displaced by the revolution, opposed Stalin’s Soviet Union, we are against Putin and with the Ukrainian people.
If California’s Russian River Brewing Co. grieved over a name that honors a river named for a Russian explorer, it wasn’t reflected in attendance for its highly anticipated release of Pliny The Younger. last week. The award-winning brew was the first “triple IPA” when it debuted in 2005, and now has an almost cult-like international following.
After a pandemic pause and postponement to 2022, in-person sales of the super-limited version began last week at the company’s breweries in Santa Rosa and Windsor, where queues wrapped “around the block and , in some cases, ’round the clock. The brewery’s website says Pliny applicants showing up at peak times could face waits of more than six hours.
Once you finally get inside Russian River, Pliny isn’t the only option for drinking. A special, unique canned version of Defenestration, a “west and east coast” style IPA, hits menus in early April. Profits will be donated to support humanitarian aid to Ukrainian refugees.