Russia. Restrictions on beer advertising made Heineken open its own pub in Moscow

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Heineken opened its own summer beer pub in Bolshaya Dmitrovka Street in Moscow, Vedomosti reports, citing the company’s representative. In his words, such a step has been taken due to existing restrictions on beer advertising.

The pub is designed for 100 seats, it has two main sites — a yard of 170 sq. m. and indoor premises of 137 sq.m. The average bill reaches 1,500 rubles ($22.5). Vedomosti reports that investments in the pub make up to 1 million dollars, the company does not comment on the topic. Heineken’s spokesperson says that the pub is designed for the high summer season. If successful, the project might be continued.

A partner of the project — Unity Agency — was selected via a tender, sources say. Unity rented the premises from a restaurateur Arkadiy Zeltser, however, the project is implemented under Heineken’s guidance. Unity and Journey will run the pub and manage its cultural program by agreement with Heineken.

According to Anadolu Efes’ report for 2015, the beer market in Russia has decreased by more than 25% from 2012. The attendance alone fell by 25% over the past year due to higher prices for alcohol and a on smoking in public places. However, since the beginning of this year, it has rebounded to 0.8%, according to NPD.