Heineken’s former Russian unit rebranded

Russia | That was quick. In agreement with Dutch Heineken, its Russian subsidiary United Heineken Breweries has changed its name to United Breweries Holding, Arnest’s CEO Alexey Sagal told Russian media on 5 December. The former Heineken unit will now be known under the acronym OPH.

In August, Heineken sold its Russian assets to the Arnest Group for the symbolic price of 1 euro, while the buyer assumed the obligation to repay a debt of EUR 100 million (USD 108 million). Arnest is one of the largest manufacturers of cosmetics, household products, aerosol packaging and aluminium cans for beverages in Russia.

The name change is not reflected yet in the Unified State Register of Legal Entities, the Russian news agency Interfax reported on 5 December.

New developments

The brand’s logo has also been updated and redesigned in a minimalist style. Instead of the red star, the logo will feature brewing vessels, although the familiar green colour scheme will be retained.

Under the terms of the deal, the production of the Amstel brand must be discontinued by OPH within six months, and none of the group's other international brands will be licensed in Russia. Last year already, Heineken ceased the production of its flagship brand.

But, existing three-year licenses for small local brands will remain, as they are necessary to secure the business’ continuing operations. OPH retains more than 20 brands, including Czech Krusovice, Bochkarev, Mister Fox, Shikhan, Okhota, and Zhigulevskoye 1978.

The company owns seven breweries and is the third-largest Russian beer producer.

So much for international boycotts…

Interfax reported on 5 December that in 2022, Heineken Russia made a net profit of RUB 2.6 billion (USD 28 million), after RUB 878.9 million in 2021. Revenue increased to RUB 42 billion (USD 460 million), from RUB 36.9 billion in the previous year.