Flow Festival Terminates Partnership with Heineken Over Russian Operations

todayAugust 9, 2023 19

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Flow Festival Terminates Partnership with Heineken Over Russian Operations

Finland’s upcoming Flow Festival, scheduled for August 11 – 13, has abruptly severed ties with Heineken Silver due to the beer brand’s continued operations in Russia.

In an announcement on August 8, Flow Festival’s CEO, Suvi Kallio, stated, “When we were informed about Heineken’s situation in Russia in the spring, we had discussions with the festival’s main partner Hartwall about the presence of different products at Flow and evaluated the situation together.”

“At that point, based on the available information, Heineken was supposed to leave Russia during the spring. Unfortunately, this hasn’t happened so far.”

In March, Heineken faced criticism for its ongoing operations in Russia, prompting the brand to release a statement outlining its intentions to exit the country, where it currently ranks as the third-largest brewer.

Flow Festival Helsinki 2022 | English | Metal Magazine

While acknowledging its concern and sorrow regarding Russia’s invasion of Ukraine, Heineken explained that the situation for businesses with substantial production and manufacturing operations in the country was complex and demanding.

The brand projected a €300 million loss upon withdrawing from Russia, requiring the closure of seven breweries employing over 1,800 individuals across the nation. Despite a commitment to exit in the first half of 2023, Heineken has not yet severed its ties with Russia.

Kallio remarked, “After reassessment, we have decided to terminate the partnership and brand cooperation with Heineken. Heineken Silver will be substituted with other products from Hartwall at the festival.”

The Flow Festival is set to take place this weekend in Helsinki, Finland, boasting headliners like Wizkid, Blur, Pusha T, Caroline Polachek, and Kaytranada.


Written by: AIT

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