The Deeside-based Icelandic supermarket chain is now selling Ukrainian beer brand Chernigivske in its Food Warehouse stores, with profits going to charity.
Chernigivske is one of Ukraine’s most popular beers, and with the help of Budweiser, it’s stocked in the UK.
Budweiser will donate profits from the brand’s sales to humanitarian NGOs and hopes to raise $5m (£3.8m).
The company employs 1,800 people in Ukrainian breweries.
Some of these breweries have been hit by missiles and are no longer operational.
The favorite beer of Ukrainians, @chernigivskeis now on sale in all our @FoodWarehouse stores. All of our profits and those of the brewer go to humanitarian relief efforts in Ukraine. Cheers! 🍻 🇺🇦 pic.twitter.com/TFXYjQkyfl
—Richard Walker (@icelandrichard) May 4, 2022
At the UK brand launch, Chernigivske Marketing Director Anna Rudenko said, “I am proud that we can launch Chernigivske in the UK to support humanitarian relief.
“Chernigivske has been loved by generations of Ukrainians. As a brewer, we can use our daily interactions with consumers to market this beer and enable consumers to support humanitarian relief efforts.
The brand is named after the city of Chernihiv in northern Ukraine, where the beer was first produced.