Welcome to Russia Max Brenner!

New York City-based chocolate company opens shop in Moscow.

Muscovites and tourists can now discover the Max Brenner chocolate experience on their way to Red Square, the Bolshoi Theater and Circus Nikulin.

On Sunday March 23, the New York City-based chocolate company opened its first location in Russia on Zvetnoy Boulevard in the cultural heart of Moscow.

Max Brenner partnered with The Shokoladnista Group, one of Russia's largest multi-location franchisees and operator of 400 Shokoladnista Coffee Shops, to open the inaugural Max Brenner location. The Shokolandnista Group is also committed to opening 20 additional Max Brenner Chocolate Bars throughout the Russian Federation during the next five years.

The recent opening in Moscow is part of a strategic expansion plan for Max Brenner across the globe. Russia accounts for nearly 10 percent of the world's chocolate consumption, making the country a key growth market. The brand also expanded to Japan in recent months and has several more countries on the horizon.

"Max Brenner is committed to creating a new chocolate culture worldwide through unique chocolate experiences, desserts and beverages," says Sam Borgese, ceo of Max Brenner International. "The chocolate-loving culture of Russia made that country a perfect next step in our global expansion and we are excited to introduce Max Brenner's unique brand of chocolate to the people of Moscow."

Known for pushing the boundaries of how chocolate is enjoyed, the company makes tasting chocolate a full sensory experience. Customers visiting the Moscow location, which features the latest Max Brenner design elements, walk into a shop that includes chocolate pipes and spinners, whimsical graphics, and a rich color palate.

It showcases signature menu items such as creamy hot chocolate served in the company's famous Hug Mug; icy milkshakes in a host of flavors; Chocolate Chunks Pizza with marshmallows and melted chocolate chunks; and melting fondue in a Fire Water tower. The 150-sq. meter space also includes a retail shop stocked full with gift sets, Max Brenner's signature bonbons, and other treats to satisfy any chocolate craving.

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With more than 30 years experience in B-to-B reporting, writing and editing — the bulk of which was dedicated to covering the bakery, confectionery and snack industries — Pacyniak has chronicled changes within the food industry since the early 1980s. A Boston University journalism degree graduate, he worked for a variety of publications before joining BNP Media in 1994 as editor of Snack Food & Wholesale Bakery magazine. In 2001, he took over as editor-in-chief of Candy Industry until 2018.