Heineken's taking Amstel and Budweiser to Russia, but it looks as if it ain't necessarily going to be an easy sell.
What is surprising, though perhaps not refreshing for the company, is that it has failed to make any significant headway with the Heineken brand itself. For reasons that are not completely clear, it is simply not popular in Russia.
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My uneducated guess is that Heineken's red star just isn't the kind of symbol that turns Russians on nowadays...
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PermalinkFeh, why have a Heineken when you can have Bochkarev or a Okhota? :))
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