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<h2>
 Leffe at War?</h2>
Concerned consumers are calling for a boycott after newspapers reported that Leffe, one of AB Inbev&#8217;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.

<h2>
 What about other brands?</h2>
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&#8217;s, Starbucks, Nike and others, declared an explicit will to withdraw from Russia.

Research by Prof Laetitia Mimoun (ESCP Business School Paris) recognises 4 types of reactions:
<ol>
<li>The Activist brand: the brand communicates as quickly and proactively to stop its activities in the aggressor area.</li>
<li>The Enlightened Brand: looks at how the war affects its sector and the social impact on its staff and customers.</li>
<li>The Glocal Brand: acts on a glocal CSR vision. Neutral position in the war zone.</li>
<li>The Anti-social Brand: does not react; only legal action if necessary.</li>
</ol>
Update: <a href="www.tijd.be/ondernemen/voeding-drank/leffe-productie-in-rusland-stopgezet/10417726.html">www.tijd.be/ondernemen/voeding-drank/leffe-productie-in-rusland-stopgezet/10417726.html</a>