Brewery uses legal loophole to renew sponsorship deal

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Baltika, the largest brewery in Russia, is set to sign a new sponsorship contract with the Russian Premier Liga. The deal was cancelled last year due to restrictions on alcoholic drinks advertising but Baltika has found a loophole in the law which allows the company to claim that it is not actually promoting its brand through the advertising. A law introduced on September 5 last year prohibits advertising alcoholic drinks including beer on TV from 7am to 10pm. Russia is the fifth biggest beer market in the world. Baltika is jointly owned by the Scottish & Newcastle and Carlsberg breweries.