Russian brewers have launched a large-scale international advertising campaign

The popularity of Russian beer is actively gaining momentum abroad. Demand is growing, and with it the export of the drink. Domestic foam is increasingly seen on store shelves in different parts of the world, and the streets of the world's largest cities are full of advertising banners.

It is called the crossroads of the world — more than 300,000 pedestrians pass through Times Square every day, and the windows of offices where 170,000 more Americans work overlook the most famous media facade in the world, which now has such recognizable symbols.

America, which is used to exporting itself, is now actively importing Russian beer. The presence of the largest Russian brewing company Baltika is not just a call to "buy!" It's about respect for traditions, about the values that unite people all over the world, outside politics.

"In other countries, we remind them 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 great response," said Konstantin Tamirov, Marketing Director of the Baltika Brewing Company.

Following New York, the facade in Tokyo lights up. Shinjuku is the administrative center of the prefecture: skyscrapers, entertainment and now — Russian beer. The screens of the Victor Emmanuel II Gallery in Milan shimmer.

"We need to promote our products on international 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," said Alexey Popovichev, Executive Director of the Rusbrand Association.

Hop business: brewers have teamed up to take the industry to a new level

How did the Baltika Fest and the first meeting of the Council for the Development of the beer and non-alcoholic industry go?

They really understand traditions and quality in Germany. Entrepreneur Ralph Eisenhardt has been running a beverage store for 15 years.

"I've had over 100 beers from all over the world, and I've tried them all over time, and I have to say: this beer really matches the German taste too. The initial density of the wort is not very high, so the bitterness is not so strong," he shared.

The flagship of Russian brewing has eight factories across the country and uniform highest quality standards.

"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. Monitoring is carried out on more than 100 indicators," said Maria Egupova, head of the production laboratory at the Baltika Plant in St. Petersburg.

"There are seven bottling lines in St. Petersburg alone, and one produces 60,000 bottles per hour. That's a thousand bottles per minute. It seems like a big deal, but the company's products are exported to about 50 countries around the world," said Maxim Oblender, a correspondent for Izvestia.

Despite the sanctions, Baltika can be bought in France, Greece, and Croatia. In Asia, China and South Korea, in the Middle East, Yemen, Saudi Arabia, Israel, and even in African Tanzania and Burkina Faso drink Russian beer.

"The industry supports jobs in related industries, including the production of packaging, containers, and ingredients," said Maxim Novikov, Director of the Scientific Research Center for the Development of the Beer and Alcohol Industry.

By 2030, Russian brewers will be able to provide themselves with at least half of Russian hop products. All stages of production are now under the control of the Council for the Development of the Beer and Alcohol industry.

"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 be solved only by joining forces, going to the federal and legislative levels together with the problems that exist, and solving them together," said Taimuraz Bolloev, Chairman of the Council for the Development of the Beer and Alcohol Industry, founder of Baltika.

In 2024, Russia entered the top 5 largest countries in terms of production, overtaking, for example, Germany. The pace is increasing. Baltika has added numbers to the lineup by launching a new Baltika 1 variety. And the landmark event of this week is the launch of a new bottling line in Rostov.

Training personnel for brewing and expanding exports are the tasks for the near future. And, of course, it will also vividly remind you of the world-famous drink, brewed in Russian spiritually.

They came out tall: Baltika will start producing beer hops under its own brand.

The company is registering a new trademark and will grow this crop in Chuvashia.

Elena Myasnikova, Candidate of Technical Sciences, Associate Professor of the Department of Food Technology and Bioengineering at Plekhanov Russian University of Economics, announced on February 26 that the GOST for beer 2012 will be replaced next year by a new standard that expands the possibilities of using different types of malt in the creation of this foamy drink. Rye, buckwheat, millet and oat malt will be allowed to be used in the production of the drink.