Russian Roulette
When the going gets tough, the tough get going! So you thought. Not in Russia. When the going gets tough, the tough point fingers, place blame, and shake a fist at the government. What a sorry show brewers in Russia have put on these past few years. While beer production continued to decline, brewers knew no better than to quibble over alleged market shares; accuse each other of excessive price promotions and bemoan the fact that the government’s prohibitionist policies were taking all the fun out of doing business in this vast country. Perhaps the time has finally arrived for the tough to get going. The combination of Efes and SABMiller certainly looks like a start.
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