{"id":61520,"date":"2022-08-24T15:07:47","date_gmt":"2022-08-24T13:07:47","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=61520"},"modified":"2022-08-25T15:13:22","modified_gmt":"2022-08-25T13:13:22","slug":"russische-leffe-bezorgt-ab-inbev-een-kater","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/russische-leffe-bezorgt-ab-inbev-een-kater\/","title":{"rendered":"Russische Leffe bezorgt AB InBev een kater"},"content":{"rendered":"\n

Terwijl het ene na het andere Westerse bedrijf Rusland verlaat, beslist de Turkse jointventurepartner van AB InBev<\/strong> om Leffe te gaan brouwen in zeven Russische brouwerijen. Dat leidt tot onbegrip en kritiek bij consumenten.<\/p>\n\n\n\n

Imagoschade<\/h2>\n\n\n\n

De beslissing om het abdijbier Leffe grootschalig te lanceren in Rusland, is genomen door AB InBev Efes, de joint venture waarvan AB InBev en zijn Turkse collega Anadolu Efes elk voor de helft eigenaar zijn. Sinds het uitbreken van de oorlog in Oekra\u00efne wil AB InBev af van zijn belang in de joint venture, en wil het ook de licenties opschorten om merken als Stella Artois, Hoegaarden en Budweiser in Rusland op de markt te brengen.<\/p>\n\n\n\n

Dat blijkt echter niet zo eenvoudig: beide zakenpartners zijn nog niet tot een akkoord gekomen. Intussen kan AB InBev de Russische lancering van Leffe door Anadolu Efes naar eigen zeggen niet beletten, omdat het geen controlerend belang heeft in de joint venture. Dat zadelt de brouwer op met flink wat imagoschade. Op sociale media laten kritische consumenten zich niet onbetuigd.<\/p>\n\n\n\n

Dat AB InBev erg verveeld zit met de zaak, blijkt uit het feit dat de brouwer afziet van de financi\u00eble voordelen uit de joint venture. Volgens een marketingexpert hoeft de hele zaak op de langere termijn echter geen groot probleem te zijn voor het bedrijf: \u201cIk begrijp dat mensen verbolgen reageren, maar ik denk niet dat de gemiddelde Belg er \u00e9\u00e9n Leffe minder door zal drinken<\/a>\u201d, klinkt het in Het Nieuwsblad.<\/p>\n","protected":false},"excerpt":{"rendered":"

Terwijl het ene na het andere Westerse bedrijf Rusland verlaat, beslist de Turkse joint-venture partner van AB InBev om Leffe te gaan brouwen in zeven Russische brouwerijen. 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