Iceland’s The Food Warehouse has become the latest retailer to stock Ukraine’s most popular beer brand, Chernigivske, in stores nationwide.
The grocer joins the likes of Aldi and the Co-op, which is selling the beer for £10, with all profits from sales going towards humanitarian relief in Ukraine.
The range will be sold in specially-designed 10-packs, featuring new vibrant packaging in the recognisable colours of the Ukrainian flag. As a result, brand-owner AB InBev is guaranteeing at least $5m from the will be guaranteeing a minimum donation of $5m to humanitarian relief.
Ukrainian’s favourite beer, @chernigivske, is now on sale in all our @FoodWarehouse stores. All our profits and the brewer’s goes to humanitarian relief efforts in Ukraine. Cheers! 🍻 🇺🇦 pic.twitter.com/TFXYjQkyfl
— Richard Walker (@icelandrichard) May 4, 2022
The move follows many Ukrainian businesses being forced to close their doors at the end of February, as a result of conflict with Russia.
On the launch of the brand in the UK, Chernigivske’s marketing director, Anna Rudenko, said: “I am proud that we can launch Chernigivske in the UK to support humanitarian relief.”
“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.”
Rudenko has been leading this initiative from Belgium, where she relocated with part of her family two months ago.