{"id":61525,"date":"2022-08-24T15:14:31","date_gmt":"2022-08-24T13:14:31","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=61525"},"modified":"2022-08-24T15:14:34","modified_gmt":"2022-08-24T13:14:34","slug":"la-leffe-russe-donne-la-gueule-de-bois-a-ab-inbev","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/la-leffe-russe-donne-la-gueule-de-bois-a-ab-inbev\/","title":{"rendered":"La Leffe russe donne la gueule de bois \u00e0 AB InBev"},"content":{"rendered":"\n<p>Alors que les entreprises occidentales quittent la Russie les unes apr\u00e8s les autres, la coentreprise turque d&rsquo;<strong>AB InBev <\/strong>d\u00e9cide de brasser la Leffe dans sept brasseries russes. Cela entra\u00eene l&rsquo;incompr\u00e9hension et la critique des consommateurs.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Dommages \u00e0 l&rsquo;image<\/h2>\n\n\n\n<p>La d\u00e9cision de lancer la bi\u00e8re d&rsquo;abbaye Leffe \u00e0 grande \u00e9chelle en Russie a \u00e9t\u00e9 prise par AB InBev Efes, la joint-venture 50\/50 entre AB InBev et son homologue turc Anadolu Efes, qui est actif en Russie et en Ukraine. Depuis le d\u00e9but de la guerre en Ukraine, AB InBev cherche \u00e0 se d\u00e9faire de sa participation dans l&rsquo;entreprise commune et \u00e0 suspendre les licences de marques telles que Stella Artois, Hoegaarden et Budweiser.<\/p>\n\n\n\n<p>Mais ce n&rsquo;est pas si facile : les deux partenaires commerciaux ne sont pas encore parvenus \u00e0 un accord. Entre-temps, AB InBev affirme qu&rsquo;elle ne peut pas emp\u00eacher le lancement de la Leffe en Russie par Anadolu Efes, car elle ne d\u00e9tient pas de participation majoritaire dans l&rsquo;entreprise commune. Le brasseur subit ainsi un pr\u00e9judice d&rsquo;image consid\u00e9rable.<\/p>\n\n\n\n<p>Le fait que AB InBev soit tr\u00e8s ennuy\u00e9 par l&rsquo;affaire est d\u00e9montr\u00e9 par le fait que le brasseur renonce aux avantages financiers de l&rsquo;entreprise commune. Selon un expert en marketing, l&rsquo;affaire ne devrait pas \u00eatre un gros probl\u00e8me pour l&rsquo;entreprise \u00e0 long terme : \u00ab&nbsp;Je comprends que les gens r\u00e9agissent avec col\u00e8re, mais je ne pense pas que le Belge moyen boira une Leffe de moins \u00e0 cause de cela&nbsp;\u00bb, rapporte Het Nieuwsblad.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Alors que les entreprises occidentales quittent la Russie les unes apr\u00e8s les autres, la coentreprise turque d&rsquo;AB InBev d\u00e9cide de brasser la Leffe dans sept brasseries russes. Cela entra\u00eene l&rsquo;incompr\u00e9hension et la critique des consommateurs. <\/p>\n","protected":false},"author":3,"featured_media":61522,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[780],"people":[],"extra":[],"company":[241],"topic":[],"region":[645,646],"class_list":["post-61525","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","tag-biere","company-ab-inbev","region-rusland","region-russie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La Leffe russe donne la gueule de bois \u00e0 AB InBev - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"La coentreprise turque d&#039;AB InBev d\u00e9cide de brasser la Leffe dans sept brasseries russes. 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