Heineken launches Feilong rice beer brand in Siberia and Russia’s Far East

Feilong, Heineken’s new rice beer brand

Heineken launches Feilong: Heineken has launched a new brand of rice beer for Russia’s Far East and Siberian regions called Feilong, an animalistic incarnation of the Chinese god of wind that flies through the clouds with a bag full of wind and drives away people’s troubles. The new beer is being produced at the company’s Irkutsk  plant and is doing well,  according toJohn Cahill, Heineken’s Marketing Director in Russia. “The rice beer segment is quite new to the Russian market,” he told the Siberian News Agency.”Now it is growing steadily, especially in Siberia and the Far East, where the cultural influence of China and Japan is traditionally strong.”