Heineken leaves the world perplexed by selling 7 factories for 1 euro (R$5,00)! The sad end of an empire that cost less than a unit of your own long neck, on sale on supermarket shelves

In addition to Heineken, other global giants such as Coca-Cola and MacDonald's have also sold their empires in Russia at a bargain price.

In a move that left the business world perplexed, Heineken, one of the largest breweries in the world, opted to sell its operations in Russia for a mere euro, approximately R$ 5 at current prices. The Dutch brewery's operations included seven factories and employed around 1,8 workers across vast Russian territory.. But why would a giant like Heineken opt for such a seemingly risky move?

Not just Heineken, other corporate giants such as McDonald's and Coca-Cola also face challenges in Russia as the geopolitical and economic fallout from tensions with Ukraine unfold.

The offer of 1 Euro that shocked the business world and left a loss of EUR 300 million to the Dutch multinational

Heineken suffered an estimated loss of 300 million euros with the sale of its Russian division. That division is now being transferred to Russian company Arnest, which specializes in the manufacture of aerosol cans. The sale represents the definitive closure of Heineken's operations in Russia, nearly a year and a half after its initial commitment to exit the Russian market.

Surprisingly, this dramatic sale didn't happen overnight. Heineken had already announced its commitment to exit the Russian market almost a year and a half earlier. This raises the question: why did it take so long to make this decision effective? Dolf van den Brink, president of Heineken, admitted that “it took a lot longer than we expected”. However, he also stressed that this transaction was a responsible choice to ensure the livelihood of the company's employees.

Goodbye to Amstel and Heineken in Russia

The Russian company Arnest, specializing in the manufacture of aerosol cans, became the new owner of seven Heineken factories in Russia for just 1 euro. However, the agreement includes a vital commitment: Arnest has assumed responsibility for keeping the 1,8 workers employed for the next three years. This measure aims to soften the impact of the transition and ensure stability for the local workforce.

Production of Amstel beer will be discontinued in six months, joining Heineken beer, which was withdrawn from the Russian market in 2022, according to the company. This move signals the end of an era for beer brands popular in Russia, leaving room for new developments in the beverage market.

McDonald's has sold 800 of its stores in Russia to a local businessman

Heineken's decision to sell for 1 euro is not an isolated case. Many other companies left Russia after the Russian invasion of Ukraine in February 2022. Companies such as McDonald's were forced to move their operations and sold 800 of their stores in Russia to a local businessman, creating the brand “vkusno i tochka” (“ rich and ready!”). Coca-Cola also faced pressure before finally exiting the Russian market, creating alternative brands.

President Vladimir Putin has also seized assets from foreign companies such as Carlsberg brewery and yogurt maker Danone in a show of state control. In addition, some companies, such as DP Eurasia, owner of the Domino's franchise in Russia, decided to close their doors and declare bankruptcy in the face of difficulties.

The decision by Heineken and other major corporations to leave Russia is intrinsically linked to the economic sanctions imposed on the country following its intervention in Ukraine in February 2022. Russia faced the immediate departure of several companies, while others such as BT Group and to Lacoste, chose to remain.

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