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- We've raised the bar: Russian brewers are launching a large-scale international advertising campaign
We've raised the bar: Russian brewers are launching a large-scale international advertising campaign
One of the largest brewing brands has reached the global level with a global advertising campaign: Baltika commercials are now playing on media facades in New York, Milan and Tokyo. The company expects that this will not only strengthen its position abroad, but also clearly show that Russian foam is able to compete in the global market. Interest in the industry is also growing within the country. Experts note that the development of brewing can bring back the fashion for traditional agricultural professions, from agronomists to hop growers. The numbers confirm this. The Ministry of Agriculture reported that in 2025, hop production increased 1.3 times compared with the average level over the past five years. About how the collection of drinks turns into a real encyclopedia of tastes and how domestic foam attracts foreigners — in the material of Izvestia.
"We need to remind other countries that we exist"
Domestic brewers are increasingly asserting themselves on the world stage. The campaign with the telling name "Where Russia is" covered the largest megacities of the planet — New York, Milan and Tokyo. Now the familiar symbols of domestic beer can be seen on one of the most recognizable venues in the world — Times Square, where more than 300 thousand people pass by daily, and about 170 thousand more work in offices. Bright media facades with commercials also lit up at the Victor Emmanuel II Gallery and on a skyscraper in the Shinjuku area.
— We need to remind other countries that we exist, because we have been present there for decades, and citizens should see and be convinced of what we are there now. We hope for a big response," Marketing Director Konstantin Tamirov told Izvestia.
The company explains the choice simply: These venues are global centers of fashion, culture and business. This is where the audience is concentrated, open to new experiences and ready to get acquainted with foreign brands.
— The key goals are to declare the quality of the legendary Russian beer to the whole world, to strengthen the image of Baltika as a brand with a rich history and modern ambitions, — the company told Izvestia.
They emphasize that even with existing restrictions, official imports do not always reflect real interest in the product. Beer continues to find its customers through specialty stores in different countries.
The company's products can now be found on shelves in France, Greece and Croatia. In Asia — in China and South Korea, in the Middle East — in Yemen, Saudi Arabia and Israel. The geography is impressive: Russian foam is also present in Tanzania and Burkina Faso.
This, according to market participants, indicates the formed loyalty of consumers and brand stability.
— I've had a beverage store for over 15 years, over 100 beers from all over the world, and I've tried them all over time. And I must say: this foam really matches the German taste too. The initial density of the wort is not very high, so the bitterness is not so strong," Ralf Eisenhardt, a resident of one of the German cities, shared his impressions of the Russian drink with Izvestia.
The recognition of domestic products abroad is also confirmed by prestigious international manufacturer competitions. As Izvestia wrote, in 2025, Baltika entered the top 40 of the BarthHaas rating, taking 12th place and surpassing many traditional German breweries.
— Throughout its history, the company has received 700 recognized international awards. Since we returned to the Russian jurisdiction, we have improved and changed the recipe, brought back the history, the old palette, the old tastes that our consumers knew in the old days," Dmitry Vizir, the company's CEO, told Izvestia.
According to him, the main task is to convey to the consumer that domestic drinks are not inferior to their foreign counterparts.
The Baltika Brewing Company was founded in 1990, the first factory was opened in St. Petersburg. In 2008-2023, the asset was controlled by Danish Carlsberg, and since December 2024, it has been transferred to Russian legal entities. The company also produces products from Zatecky Gus, Zhigulevskoye, Arsenalnoye, etc. Deliveries are carried out to more than 45 countries. In 2024, the Russian Federation entered the top 5 largest countries in terms of beer production, overtaking, in particular, Germany. The products remain in steady demand in foreign markets, including regions with a high proportion of the Russian-speaking population, such as Brighton Beach in New York. In 2025, the company ended the year with an indicative revenue of 146 billion rubles and a profit of 13 billion.
Experts note that entering global advertising platforms is a logical step for a brand with already developed exports. According to them, such campaigns allow not only to maintain awareness, but also to form a stable perception of the producing country through a specific product.
— The development of the industry and its presence in the international arena invariably increase curiosity about the professions that provide production. The growth in exports of brewing products will contribute to an increase in interest in classical agricultural specialties, such as agronomist, hop grower and others," Maxim Novikov, director of the Scientific Research Center for the Development of the Beer and Non—Alcoholic Industry, said in a conversation with Izvestia.
He also noted that the industry supports employment in a whole chain of related fields at once — from the production of packaging and containers to the production of ingredients and the cultivation of raw materials for brewing. Moreover, some of these products are already oriented to international markets.
Strengthening positions within the country
The flagship of Russian brewing has eight factories across the country and uniform highest quality standards. There are seven bottling lines in St. Petersburg alone - one of them is capable of producing up to 60 thousand bottles per hour.
— We even have such a concept — "from the field to the glass." This means that at all stages, starting from raw materials, starting from what grows in the field, and ending with what the consumer sees in his glass, we totally check. The control is conducted on more than 100 indicators," Maria Egupova, head of the production laboratory of the plant in St. Petersburg, told Izvestia.
In parallel with its active entry into foreign markets, the company is also strengthening its position in Russia. A new variety has appeared in the number line — Baltika 1 in the 0.33 L format with a smart thermal label that helps determine the optimal supply temperature. The company emphasizes that before the launch, they carried out serious preparations — they studied the tastes of consumers, tested different recipes and adapted the product to the modern preferences of the audience.
The line update is part of a broader brand transformation. In 2025, he relaunched the numbered series, turning it into a kind of "encyclopedia" of beer styles: now each number corresponds to a separate direction — from classic lager to richer and more complex varieties. Another notable event of the week is the launch of a new bottling line in Rostov.
As Dmitry Vizir noted, today the Russian brewing industry generates about 2% of GDP, an indicator that is considered significant nationwide. According to him, the key tasks now are to localize the entire production chain as much as possible: switch to domestic raw materials and, if possible, use domestic equipment.
He also noted that the traditions of our brewers are being revived in the industry: the cultivation of domestic barley and hops is being restored, and business processes are being reviewed. All this has already made it possible to make significant progress towards commodity sovereignty.
— As soon as the company became Russian again, we saw positive changes. We have allocated huge investments in just one year. For example, more than 30 pieces of advanced equipment were purchased in the laboratory," said Maria Egupova.
According to her, a lot of work has been done to re-equip laboratories, major repairs of the premises have been carried out, and a new direction for testing raw materials has been launched.
As Dmitry Vizir noted, new quality standards are actually being formed in the industry: modern requirements are being introduced and GOST standards are being updated.
Beer is one of the flagship exports of the Russian Federation, and its reputation on world markets as a product of the highest quality has long been established, said Veronika Nikishina, CEO of the Russian Export Center.
— In recent years, our country has become one of the top five global manufacturers. Therefore, we can say that we are entering foreign markets with good export ambitions," she added, noting that by the end of 2025, exporters increased their sales by a quarter.
What kind of support does the brewing industry need?
By 2030, Russian brewers will be able to provide themselves with at least half of the domestic hop products. All key stages of production are now under the control of the Beer and Alcohol Industry Development Council, which coordinates the development and standardization of the sector.
"We have once again become convinced that all the problems that stand in the way of the development of the brewing and non—alcoholic industry can only be solved by joining forces, reaching the federal and legislative levels together, and addressing the issues that exist together," said Taimuraz Bolloev, Chairman of the Council and founder of Baltika.
The Ministry of Agriculture told Izvestia that they were ready to support the industry. Today, the country is actively developing its own hop production, so that brewers are less dependent on imported raw materials. Government support measures also help this. The main one is subsidies for planting and caring for perennial plants. In addition, manufacturers have access to preferential loans, leasing and assistance in land reclamation.
The results are already noticeable. According to Rosstat, in 2025, hop production reached 312 tons, which is 1.3 times higher than the average level over the past five years (250.2 tons). Chuvashia remains the leader: almost two thirds of all domestic hops (201 tons) are grown here. The Lipetsk Region (44.5 tons), Mari El (26.6 tons) and Krasnodar Krai (22 tons) are also actively developing the industry.
And this is not the limit. As early as 2026, the hop harvest may increase to about 500 tons.
The area is also expanding: in 2025, Khmelniki occupied 402.8 hectares, which is 21% more than a year earlier. In 2026, it is expected to grow to 427 hectares, and by 2030 — to an impressive 1.4 thousand hectares.
How brewers intend to expand their audience
According to experts, Baltika's international campaign fits into a broader strategy: to strengthen its position abroad and develop the domestic market at the same time. This dual focus helps the brand to remain resilient and adapt faster to changing conditions, analysts say.
— We need to promote our products on world markets, and this will be a great support to domestic manufacturers. If we look at this particular example, we can see how a large international brand is being built," says Alexey Popovichev, Executive director of the Rusbrand Association.
According to him, Russia needs to create large national and international brands.
Baltika expects that the combination of international promotion and product line updates will help expand its audience and strengthen customer loyalty. At the same time, the company relies on both the brand's traditions and its willingness to change.
In the face of increasing competition in the global market, experts believe that such solutions can become one of the key factors for the further growth of the entire industry.
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