Pivara MB
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| Location | Novi Sad, Serbia | ||||||||||||||||
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| Opened | 2003 | ||||||||||||||||
| Closed | 2008 | ||||||||||||||||
| Owner(s) | Ujedinjene srpske pivare by Heineken International | ||||||||||||||||
| Active beers | |||||||||||||||||
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Novosadska pivara (in English: Novi Sad Brewery) (full legal name: Pivara MB d.o.o. za proizvodnju piva Novi Sad) was a brewery in Serbia owned by Heineken International. Registered as a limited liability company,[1] it started production in 2003 and is the youngest brewery operating in the country.
Located in the Serbian province of Vojvodina, in the city of Novi Sad, at Temerinski put 50, the brewery was founded as part of TUP Rodić M&B Company d.o.o.. Through aggressive marketing campaign that featured a "Svetsko, a naše" (Global, but ours) slogan and a series of public personalities such as Lazar Ristovski, Ceca Ražnatović, and Pierluigi Collina, it quickly established its MB pivo brand. For the 2004/2005 basketball season, the company was the main sponsor of KK Partizan.
At the time when Rodić Company decided to sell the brewery in December 2007, it held 7% of Serbian beer market with annual production of 1.5 million hectolitres, placing it fourth - behind Apatin Brewery, Carlsberg Srbija, and Efes Srbija.
On December 5, 2007, Dutch beer producer Heineken International announced its purchase of Pivara MB. The amount of transaction was not disclosed.[2] The takeover was finalized on February 19, 2008 at which time it was also announced that the company is changing its name to Brauerei MB.[3]
In October 2008, Heineken's Braurei MB (Novi Sad facilities) merged with Efes Srbija (had two breweries: Pančevo and Zaječar) to establish a new entity - Ujedinjene srpske pivare (United Breweries of Serbia). The brewery has since been producing Amstel and Heineken beer.