The United Breweries Heineken group rebranded as United Breweries Holding (OPH) following an agreement with the Dutch brewer Heineken. This shift was highlighted by the publication Vedomosti, which quoted its president, Alexei Sagal, discussing the rationale behind the move.
The business had been under the control of a Dutch brewing giant, but Heineken disclosed its exit from the Russian market in March 2022.
According to Sagal, the name change formed part of the agreement’s terms with Heineken. He also noted that the rebranding aligns with the holding’s strategic plan for expanding and stabilizing its position in Russia amid evolving market conditions.
Stanislav Kaufman, who runs the Kaufman branding agency, commented that the visible changes are largely cosmetic. He observed that the leadership maintained the core business structure while removing direct references to a foreign brand in branding materials.
In August, Heineken’s previously owned Russian assets were transferred to Arnest, a perfume producer, in a transaction valued at €1. This transfer marked a notable reshaping of the asset portfolio as the company pivots away from direct brand ownership in the region.
Earlier, authorities including Prime Minister Mishustin cautioned against overly optimistic interpretations of these developments, underscoring the ongoing complexity of the situation and the prudent pace of corporate restructuring in Russia.