AB InBev takes Ukrainian beer Chernigivske to 14 new markets to raise humanitarian funds
After Russia’s invasion of Ukraine halted production, AB InBev has now relaunched its Ukrainian beer Chernigivske in 14 new global markets in an effort to send all profits to help with the humanitarian efforts.
AB InBev rescued its staff and helped them find safety as the humanitarian crisis in Ukraine worsened, and with their help was able to secure sales with the aim to position the beverage as “the beer with a Ukrainian heart.”
The relaunch spot narrates how AB InBev employees from around the world pulled together to deliver the global launch in under just six weeks. Chernigivske’s original brewmaster worked passionately to replicate the beer in Europe, and other breweries halted production of their famous brands to focus on Chernigivske. With the original Ukrainian marketing team reassembled in safety, they engaged with retailers to stock the beer in more than 500 retailers in Canada, Colombia, the US, UK and the rest of Europe.
AB InBev has guaranteed at least $5m to the initiative. Funds will be distributed across designated NGOs, including Caritas International.
Anna Rudenko, marketing director Chernigivske Ukraine, said she’s proud that their “expertise, scale and ecosystem” can support the humanitarian relief efforts by introducing Chernigivske globally.