Leffe at War?
Leffe at War?
Concerned consumers are calling for a boycott after newspapers reported that Leffe, one of AB Inbev's international beer brands, will soon be brewed in several Russian breweries!
It was also mentioned between the lines that this was a decision by AB Inbev-Efes, a joint-venture between AB Inbev and Turkish Efes. A joint-venture in which AB Inbev has no controlling interest and which it even wants to get rid of since the war in Ukraine.
What about other brands?
Business and politics are a difficult issue; brands and war a delicate dilemma. Global and glocal brands suddenly find themselves in the eye of the storm. Increasing brand activism and social behaviour adds pressure to take a stand against parties. In this case, for example, AB Inbev, like McDonald's, Starbucks, Nike and others, declared an explicit will to withdraw from Russia.
Business and politics are a difficult issue; brands and war a delicate dilemma.
Research by Prof Laetitia Mimoun (ESCP Business School Paris) recognises 4 types of reactions:
- The Activist brand: the brand communicates as quickly and proactively to stop its activities in the aggressor area.
- The Enlightened Brand: looks at how the war affects its sector and the social impact on its staff and customers.
- The Glocal Brand: acts on a glocal CSR vision. Neutral position in the war zone.
- The Anti-social Brand: does not react; only legal action if necessary.