Dive Brief:
- Anheuser-Busch InBev is introducing a new beer based on Ukrainian beer Chernigivske, which is part of the company's global portfolio of brands, according to a press release. All profits generated from its sale will go to the Care Ukrainian Crisis Fund.
- The beer will be available in select cities across the U.S. on draught, including New York, Los Angeles, Chicago, Houston and Phoenix, starting in May. It will also be introduced by AB InBev affiliates across the world.
- The action has AB InBev joining the growing list of brands taking steps to provide relief to Ukraine amid the Russian invasion. Consumers have put an increasing amount of pressure on brands to show support for Ukraine and withdraw business from Russia.
Dive Insight:
The production of Chernigivske allows AB InBev to make a bold stance on where it stands in regard to the Russian invasion of Ukraine. However, compared to other brands, AB InBev could be perceived as being slow to act on Russia, as it took the brewer two months to cut ties in the region following the invasion.
In 2021, AB InBev announced a partnership with Russia-based En+ Group to develop an ultra-low carbon aluminum can. A week after the invasion of Ukraine, news outlets began to report that AB InBev had yet to divest from the partnership. Since then, many companies have taken steps to cut ties with Russia. Last week, the company announced it would sell its interest in the Russian joint venture, taking a $1.1 billion dollar hit.
As part of the Chernigivske release, the brewer will donate a minimum of $5 million to humanitarian aid organizations such as Care Ukrainian Crisis Fund. AB InBev will also be placing QR codes on trade materials to assist consumers in making donations and has created a dedicated website.
Chernigivske, which was introduced in Ukraine in 1988, takes its name from the city Chernihiv.
