Russia: SUN Interbrew announced on April 18 it is to start production in Russia of the original Belgian white beer, Hoegaarden®. Russia will become the first country to implement the licensed production of the brand, which traces its history back to 1445. This marks the first time the beer has been produced outside Belgium. Hoegaarden, which is one of InBev's two Global Specialty brands, will be sold in dark-glass, 0.33-liter bottles. Production of the beer will not differ in Russia from its Belgian original, with an ABV of 4.9% and 11.7 degree plato.
SUN Interbrew's President Joseph W. Strella remarked, "The debut of Hoegaarden's production in Russia signifies the acknowledgement of our company's achievements in ensuring international quality standards."
Hoegaarden® traces its history back to 1445, and has never before been produced outside its native village in Belgium, which has the same name as the beer. Russia will become the first country to implement the licensed production of the famous brand, which is one of InBev's two Global Specialties, and represents an important part of the company's portfolio.
Hoegaarden® will be sold in exclusive, dark-glass, 0.33-liter bottles, which are well known to connoisseurs of this beer. The characteristics of the Hoegaarden® produced in Russia do not differ from its Belgian original: 4.9% ABV with 11.7 degree plato. Hoegaarden® is a unique, pale, unfiltered beer with a specific cloudy look. Such spices as coriander and curacao orange peel give it an unusual taste. Because of its color and the recommended low temperature of consumption (2-30C), Hoegaarden® is often referred to as a «cold sun.»
Joseph W. Strella, President of JSC "SUN Interbrew" remarked, «The debut of Hoegaarden®'s production in Russia signifies the acknowledgement of our company's achievements in ensuring international quality standards».
InBev is a publicly traded company (Euronext: INB) based in Leuven, Belgium. The company's origins date back to 1366, and today it is the leading global brewer by volume. InBev's strategy is to strengthen its local platforms by building significant positions in the world's major beer markets through organic growth, world-class efficiency, targeted acquisitions, and by putting consumers first. InBev has a portfolio of more than 200 brands, including Stella Artois®, BRAHMA®, Beck's®, Skol®-the third-largest selling beer brand in the world-Leffe®, Hoegaarden®, Staropramen® and Bass®. InBev employs some 77,000 people, running operations in over 30 countries across the Americas, Europe and Asia Pacific. In 2004, InBev realized a net turnover of 8.57 billion euro (including four months of AmBev).
SUN Interbrew Limited is the second largest brewer in Russia and the market leader in Ukraine. The company was set up in 1999. It is a daughter company of InBev, the No. 1 global brewer. The company has production facilities in 8 Russian cities and 3 in Ukraine. It employs over 9,000 people. It also has a network of sales offices. The company's main brands are Stella Artois®, Beck's®, Brahma®, Staropramen®, Klinskoye, Sibirskaya Korona, and Tolstiak in Russia, and Stella Artois®, Beck's®, Chernigivske, Rogan, Taller and Yantar in Ukraine.
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