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Amsterdam Mariner is using the success of music contest AmsterdaMusic to further promote indie music in the country (Translation)

27 December 2011

Amsterdam Mariner brand, owned by Miller Brands Ukraine, is creating platforms in social networks specifically for aficionados and fans of indie music.

AmsterdaMusic, an indie music* contest sponsored by the beer brand Miller Brands Ukraine, took place in Ukraine from July to September, 2011. Ukrainian bands and performers with at least one original song were eligible to participate in the AmsterdaMusic contest. All contest entries were posted on the contest site at, the winners were determined in an open vote by the site visitors, and the three best performers were awarded prizes from ТМ Amsterdam Mariner as well as other project partners.

More than 500 bands and performers entered the contest. Having obtained such impressive results, Miller Brands Ukraine decided to turn this one-time initiative into a permanent project with the aim to promote non-commercial music in Ukraine. With that goal in mind, specific platforms were created in social networks for aficionados and fans of the indie music genre.

Today, anyone who is interested in learning more about the work of indie musicians can join the groups AmsterdaMusic at VKontakte and Facebook.

There you can read the latest news on current events in indie music, both in the world and in Ukraine, learn more about the roots of the alternative music genre, and find information about new albums and listen to indie musicians. Band members and visitors of the Facebook and VKontakte sites can exchange their opinions, discuss new releases, vote for their favourite music piece, and can also upload new videos and audio tracks. In addition, music experts will share with site visitors their favourites as well as their opinions on the contemporary indie scene.

Yekaterina Sakharnova, brand manager of TM Amsterdam Mariner, said "The success of the organised music contest and the lack of good venues devoted to the indie culture in Ukraine gave us the idea to create a permanent venue to communicate with those who are interested in indie music and work in this music genre. For this purpose, we have chosen the fastest and the most convenient devices - social networks, with preference given to the most popular sites of today, Facebook and VKontakte."

* The word "indie" is derived from the English "independent" and denotes non-commercial and non-mainstream musicians and music genres.


Contact details
Valentin Boinitsky
Head of Corporate Affairs, Miller Brands Ukraine, a subsidiary of SABMiller plc
tel. +380 (44) 393 2676 ext. 6732, mob. +380 (50) 312 0244,

About SABMiller plc
SABMiller plc is one of the world's largest brewers with brewing interests and distribution agreements across six continents. The group's wide portfolio of brands includes premium international beers such as Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft and Grolsch, as well as leading local brands such as Aguila, Castle, Miller Lite, Snow and Tyskie. SABMiller is also one of the world's largest bottlers of Coca-Cola products.

About Miller Brands Ukraine
PJSC Miller Brands Ukraine is a subsidiary of SABMiller plc. In July 2008 SABMiller plc acquired 99,84% of JSC Sarmat. At the end of 2010 the company changed the name from JSC Sarmat to PJSC Miller Brands Ukraine. The brand portfolio of Miller Brands Ukraine includes local brands like Sarmat and Zhygulivske, as well as well-known international brands: Miller Genuine Draft (imported), Zolotaya Bochka (Russian premium brand, produced in Ukraine under licence), Velkopopovicky Kozel (Czech premium brand, produced in Ukraine under licence) and Amsterdam Mariner (Dutch brand, produced in Ukraine under licence).

This SABMiller subsidiary news release has been translated from its local market language to English language for publication on We have attempted to provide an accurate translation of the original material but due to the difficulties of translation slight differences may exist.

Note, the news release was first published in its local market on [22/12/2011].


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