The Dutch brewing company Heineken International entered the Serbian market in July 2007.

[citation needed] In December 2007, Heineken bought the Serbian brewery Rodić MB for an undisclosed amount.

[4] With the purchase, Heineken became the third-largest brewing company in Serbia, behind Apatin Brewery and Carlsberg Srbija.

[5] Following the acquisition, the company operated under name to "Ujedinjene srpske pivare" (United Breweries of Serbia) and later renamed to "Heineken Srbija".

[citation needed] Heineken Srbija is the main sponsor of summer music festival EXIT.