Heineken is one of the world's largest producers of alcoholic and non-alcoholic beverages today. Heineken announced its readiness to please fans of Russian kvass. The Dutch company plans to start production of the traditional Russian drink in four factories across Russia. Perhaps, the foreign company’s board responds to patriotic uplift in the country in such a way. Importantly, kvass is one of favorite beverages of the Russians. Company’s marketing experts did not remain aloof from the political changes taking place, and, probably, decided that the demand for kvass in Russia would grow. If the demand rises, the foreign supply will automatically increase. As a result, everybody will be happy: patriots get a favorite drink, and the company’s management gets the profit! In addition, the summer is expected to be hot, and it is a busy season for refreshing drinks. The Ostmark, Sheehan and Rusich brands will be produced in Heineken factories in Kaliningrad, Sterlitamak (the Republic of Bashkortostan), Khabarovsk and Irkutsk, respectively.
According to the company's management, this decision is aimed at using spare capacity due to a slump in the beer market. Currently, 40 percent of industry capacity remains underutilized. It is noted that production methods of kvass and beer are very similar, so additional investments for reequipping bottling lines are not needed. Heineken intends to sell new brands of kvass in nearby regions.
