Ukraine’s ‘most-loved’ beer brand, Chernigivske, will be introduced to retailers, bars and restaurants throughout the UK with all profits going towards aid for Ukraine.
AB Inbev, the parent company of Chernigivske, has guaranteed at least $5 million from this initiative, with all profits being distributed across designated NGOs, including Caritas international to support humanitarian relief efforts.
Chernigivske’s marketing director Anna Rudenko has been leading this initiative from Belgium, where she relocated with part of her family last month.
“I am proud that we can launch Chernigivske in the UK to support humanitarian relief,” said Rudenko.
”Chernigivske has been enjoyed by generations of Ukrainians. As a brewer, we can use our daily interactions with consumers to bring this beer to market and enable consumers to support humanitarian relief efforts.”
Chernigivske will be available to consumers from mid-April and can be pre-ordered from the Beer Hawk website.