The idea of using a car brand in the beer market was born last year in Russia, and now one of the major Russian producers of beer undertakes its implementation.
We are talking about the United Breweries holding, created on the basis of the Russian assets of the Dutch Heineken, which plans to produce beer under the name Moskvitch. This is reported by "Kommersant", citing data from the Federal Accreditation Agency.
A year ago, the "Moskvich" plant tried to register the brand of the same name for the production of low-alcohol drinks (beer, cider, cocktails), but the procedure was not completed.
However, now United Breweries can already launch a similar product on the market - they need a new strong brand anyway, say experts, as the manufacturer has lost its previous leading brands - Heineken and Amstel.