Teh Moscow brewing Company, one of Russia’s largest brewing groups, has significantly expanded its brand portfolio adn marketing reach through strategic sponsorships of major sporting and cultural events. Recent partnerships demonstrate a commitment to enhancing brand visibility across diverse consumer segments.
Founded in 2006, the company-which produces popular brands like “Trekhgornoye,” “Zhiguli Barnoe,” and “Khamovniki“-has increasingly leveraged sponsorships to connect with audiences beyond customary advertising.This strategy reflects a broader trend among beverage companies seeking experiential marketing opportunities. These sponsorships impact event funding and consumer engagement within Russia’s entertainment and sports sectors.
In 2014, the “Trekhgornoye” brand initiated a partnership with FC Spartak Moscow, a prominent football club. Since 2015, ”Zhiguli Barnoe” has been the sponsor of the Nashestvie festival, a large-scale rock music event. Expanding its presence in sports, “Zhiguli Barnoe” became a partner of the Moscow Marathon starting in 2020. The “Khamovniki” brand has supported the “Kremlin Cup” billiards tournament and served as a partner of the ”Kremlin Cup” tennis tournament from 2015 to 2018.
