Cabinets in Russian outlets are crammed with bottles and cans of Hoegaarden, Stella Artois and Delirium Tremens
Whereas many Western firms search to distance themselves from Russia, the Belgium-Luxembourg Chamber of Commerce boasted of the success of its Belgian beers, which have been the drink of alternative in Russian shops.
The chamber of commerce launched a video exhibiting cabinets in Russian shops crammed with bottles and cans of Hoegaarden, Stella Artois and Delirium Tremens.
The Chamber notes with satisfaction that till now their month-to-month gross sales have remained on the ranges of the start of 2022.
Their consultant specifies that since beer and meals merchandise are usually not topic to European sanctions, they nonetheless have the correct to move and promote them in Russia. Additionally it is attainable to provide Belgian beers there, so long as the Russian firms that determine to take action have bought the related licenses.
“We’re joyful that even in Russia they will nonetheless drink Belgian beer, as we’re satisfied that it’s the greatest amber liquid on the earth,” wrote the consultant of Stella Artois on Twitter.
Somewhat later he deleted his remark. The brag from the makers of Stella Artois comes as one other iconic Belgian model – Leffe – faces calls to boycott its merchandise.
They have been despatched after the administration of Leffe determined to open seven breweries on the territory of Russia. They introduced this intention days in the past and it induced an avalanche of offended reactions.
Based on some analysts, behind the Belgian-Luxembourg Chamber of Commerce is its illustration in Russia – respectively Russian residents.
Thus far, the Federation of Belgian Chambers of Commerce, which represents accredited commerce unions each in Belgium and overseas, has declined to touch upon the matter.
The Federation solely confirmed that the Belgian-Luxembourg Chamber of Commerce in Russia is one in all their members, which is totally free to promote its merchandise.
Photograph: Gallery / stellaartois.com
