Arjen Lubach tears Heineken apart

Brilliant show, right, De Avondshow met Arjen Lubach. And it’s clear that it brings certain things to light that you don’t come across very quickly in the news. At least, I don’t encounter much negativity about the Netherlands’ flagship beer brand, Heineken. Yet, as the broadcast revealed, they’re not exactly behaving impeccably (understatement of the month).

Here’s the thing: like other Western companies such as Ikea, Apple and McDonald’s, Heineken promised to withdraw from Russia. This was meant as a statement that they absolutely condemn the war against Ukraine.

Know that joke about Heineken leaving Russia?

Well, they didn’t. Quite the opposite, in fact: they came up with 61 (!) new brands to invest in Russia. So instead of keeping their word and packing up and leaving Russia, they did the exact opposite: they came up with 61 new ways to make as much money as possible there.

One example Arjen Lubach mentions is Guinness beer: they announced they were leaving Russia, and Heineken saw a gap in the market: Black Sheep was born. And if you think this was pure coincidence, think again: in their communication with Russia, they themselves say that they replaced the old brand (Guinness) with ease.

I watched this in complete astonishment, so consider yourself warned.

Read also:

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Image: De Avondshow