The sales proceeds will be donated to organizations providing humanitarian aid in Russia-invaded Ukraine, including Caritas International, according to the company.
The brewer of brands such as Bud, Hertog Jan, Jupiler and Leffe pledges an amount of at least 5 million euros to the aid organizations as part of the initiative. According to AB InBev, Chernigivske is Ukraine’s most popular beer brand. Normally it is brewed in Ukraine itself, but now AB InBev has it made in various breweries in Europe, including in Germany and Belgium.
Multiple countries
At the beginning of April, the Ukrainian beer was already launched in the United Kingdom. A spokesperson cannot say exactly how it sells there. But the intention is that the beer will be available in several countries. This will initially be temporary, but if there is a lot of demand it may remain available for longer.
The initiative is led by Anna Rudenko. She is marketing director of Chernigivske in Ukraine. She currently resides in Belgium, where she fled with part of her family last month because of the war in her home country.