So far, Chernigivske has only been sold in Great Britain, but immediately also through food retailers in Austria. All proceeds from the sale should benefit aid organizations such as Caritas International. In addition, AB InBev – the world’s largest brewer – will make a minimum donation of US$5 million (EUR 4.63 million) available regardless of the sale.
The idea came from Chernigivske Marketing Manager Anna Rudenko. The official broadcast states: “I am proud that we can introduce Chernigivske in Austria to support humanitarian aid for Ukraine,” reports the young woman, who herself had to flee Ukraine with her family. “As a brewery, we can leverage our daily interaction with consumers and give them the opportunity to support humanitarian relief efforts by bringing this beer to market.”