The story
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, 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. 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.
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.
From Wikipedia’s article on Novi Sad Brewery, shared under CC BY-SA 4.0.3