On April 25 Anheuser-Busch announced that it will join AB InBev teams around the world to launch a new beer aimed at providing humanitarian relief for those impacted by the crisis in Ukraine.
Taking inspiration from beloved Ukrainian beer, the brewer will introduce a tribute to Chernigivske in select cities across the US, with its profits going to the Care Ukraine Crisis Fund.
Chernigivske, which is part of AB InBev’s global portfolio of brands, is named after the city Chernihiv and has been brewed in Ukraine since 1988.
Since its inception, the brand has celebrated Ukraine’s history, culture, and people – exactly what the company aims to do now. The crisp European-style lager, brewed domestically in US will be made in the style of Chernigivske’s original recipe.
Chernigivske will be produced at Anheuser-Busch’s Newark, New Jersey brewery and will be available on draught in Los Angeles, New York City, Chicago, Houston, and Phoenix beginning in May.
New Chernigivske-inspired beers will also be introduced in Canada and Colombia, and as well as in the UK and eight other markets across Europe, with profits going toward Ukrainian humanitarian relief.
As part of this global initiative, AB InBev will also donate a minimum of $5 million to humanitarian aid organizations in the region, including the Care Ukraine Crisis Fund.
Care is a leading is providing essential relief services to Ukrainian refugees and others impacted by the war. And Anheuser-Busch is making it easy for consumers to donate directly to the leading not-for-profit through a dedicated website and QR codes included in on-trade materials.
Anheuser-Busch’s special relief beer is but its latest reaction to the crisis in Ukraine.
On April 22, Anheuser-Busch InBev announced plans to exit the country by selling its stake in a Turkish joint venture, which serves the region.
According to the Evening Standard, Anheuser-Busch is “in active discussions with its business partner, Turkish brewer Anadolu Efes, about selling its joint venture stake,” an exit that will cost the company an estimated $1.1 billion “non-cash impairment charge” in the first quarter.
As part of that withdrawal AB InBev is asking its joint venture partner to stop production and sale of Budweiser in Russia.
Anheuser-Busch’s latest announcement builds on the company’s global efforts to date, which include providing critical assistance to its 1,800 employees and their families in Ukraine, the donation of two million cans of emergency drinking water, and partnerships with other companies and non-profits providing food, blankets, and medical supplies to Ukraine and surrounding refugee relief areas.