Novi Sad Brewery ( sr-Latn, Novosadska pivara; full legal name: ''Pivara MB

d.o.o. A private limited company is any type of business entity in "private" ownership used in many jurisdictions, in contrast to a publicly listed company, with some differences from country to country. Examples include the '' LLC'' in the United Sta ...

za proizvodnju piva Novi Sad'') is a brewery in Serbia owned by

Heineken Srbija Heineken Srbija ( sr, / ) is a Serbian brewery based in Zaječar. It is owned by the Dutch brewing company Heineken International. History The Dutch brewing company Heineken International entered the Serbian market in July 2007. Soon after ente ...

. It started production in 2003 and is the youngest brewery operating in the country.

History

The brewery was founded as MB Brewery ( sr-Latn, pivara MB). Through an aggressive marketing campaign that featured a "''Svetsko, a naše''" ("Global, but ours") slogan and a series of public personalities such as

Lazar Ristovski Lazar "Laza" Ristovski ( sr-Cyrl, Лазар Ристовски, born 26 October 1952) is a Serbian retired actor, director, producer and writer. He has appeared on stage about 4,000 times, and starred in over 40 films, TV series and TV dramas, ...

, Ceca Ražnatović, and Pierluigi Collina, it quickly established its MB pivo brand. At the time when Rodić Company decided to sell the brewery it held 7% of Serbian beer market with annual production of 1.5 million hectolitres, placing it fourth - behind

Apatin Brewery Apatin Brewery ( sr-Latn, Apatinska pivara), a member of the Molson Coors Europe, is a Serbian brewery based in Apatin. It is majority owned by the American company Molson Coors. The brewery's products are exported worldwide. Outside of Serbia, th ...

Carlsberg Srbija Carlsberg Srbija (full legal name: ''Carlsberg Srbija d.o.o. Čelarevo'') is a Serbian beer brewery, based in Bačka Palanka. It is majority owned by Danish Carlsberg Group since 2003 and it has around 550 employees. It is well known by its sign ...

, and Efes Srbija. In 2007, Dutch beer producer Heineken International announced its purchase of Brewery MB. The amount of the transaction was not disclosed. The takeover was finalized on 19 February 2008 at which time it was also announced that the company is changing its name to ''Brauerei MB''.Hajneken zvanično preuzeo MB pivaru, B92, Feb. 19, 2008
/ref> In 2008, Heineken's Braurei MB (Novi Sad Brewery) merged with Efes Srbija (Zaječar and Pančevo breweries) to establish a new entity - ''Ujedinjene srpske pivare'' (United Breweries of Serbia), later renamed

Brands

Brands produced in Novi Sad Brewery are: Laško, Krušovice, Zaječarsko low-pasteurized, Pils Plus, MB, Master, Heineken and

Amstel The Amstel () is a river in the province of North Holland in the Netherlands. It flows from the Aarkanaal and Drecht in Nieuwveen northwards, passing Uithoorn, Amstelveen, and Ouderkerk aan de Amstel, to the IJ in Amsterdam. Annually, the riv ...

beer.

References

Breweries of Serbia Companies based in Novi Sad Food and drink companies established in 2003 Food and drink companies disestablished in 2008 Defunct companies of Serbia Heineken brands Serbian brands 2003 establishments in Serbia 2008 disestablishments in Serbia {{beer-stub