Budweiser Brewing Co is bringing Ukrainian beer brand Chernigivske to the UK.
The brand – touted as a bestseller in Ukraine – will hit the UK’s pubs, restaurants and retailers from mid-April, with all profits to be distributed across NGOs working to support humanitarian relief efforts. The brewer has guaranteed at least $5m to the initiative.
The launch was spearheaded by Anna Rudenko, Chernigivske marketing director, who relocated to Belgium last month.
“Chernigivske has been enjoyed by generations of Ukrainians,” she said. “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.”
As well as being sold in retail and the on-trade, the beer will be available direct from Budweiser-owned online retailer Beer Hawk.
Budweiser isn’t the only booze business backing Ukraine.
Last month, Ukrainian vodka brand Staritsky Levitsky donated 40 cases of its spirit to The Cocktail Club in a bid to help raise £20,000 for the British Red Cross appeal in Ukraine.
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