| Novi Sad Brewery | |
| Location: | Novi Sad, Serbia |
| Owner: | Heineken Srbija |
| Opened: | 2003 |
| Production: | 1.5 million hl |
Novi Sad Brewery (Serbian: Novosadska pivara; full legal name: Pivara MB d.o.o. za proizvodnju piva Novi Sad) is a brewery in Serbia owned by Heineken Srbija. It started production in 2003 and is the youngest brewery operating in the country.
The brewery was founded as MB Brewery (Serbian: pivara MB). Through an 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,[1] it quickly established its MB pivo brand.
At the time when Rodić Company decided to sell the brewery 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.
In 2007, Dutch beer producer Heineken International announced its purchase of Brewery MB. The amount of the transaction was not disclosed.[2] The takeover was finalized on 19 February 2008 at which time it was also announced that the company is changing its name to Brauerei MB.[3]
In 2008, Heineken's Braurei MB (Novi Sad Brewery) merged with Efes Srbija (Zaječar and Pančevo breweries) to establish a new entity - Ujedinjene srpske pivare (United Breweries of Serbia), later renamed Heineken Srbija.
Brands produced in Novi Sad Brewery are: Laško, Krušovice, Zaječarsko low-pasteurized, Pils Plus, MB, Master, Heineken and Amstel beer.