Anheuser-Busch said it will join AB InBev teams around the world to launch a new initiative aimed at providing humanitarian relief for those impacted by the crisis in Ukraine. Taking inspiration from beloved Ukrainian beer and A-B sister brand Chernigivske, the brewer will introduce a tribute to Chernigivske in select cities across the U.S., with its profits going to the CARE Ukraine Crisis Fund.
The move comes in the wake of Anheuser-Busch InBev‘s announcement last week that it was selling its non–controlling interest in the AB InBev Efes joint venture in Russia and is in active discussions with its partner, Turkish Brewer Anadolu Efes, to acquire this interest. It said it is seeking to suspend Efes’ license to produce and sell Bud in Russia.
Chernigivske will be produced at Anheuser-Busch’s Newark, N.J., 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 by AB InBev affiliates in Canada and Colombia, and as previously announced 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 donate a minimum of $5 million to humanitarian aid organizations in the region, including the CARE Ukraine Crisis Fund. CARE is a leading non-profit that since World War II has provided essential relief services to refugees and others impacted by war. Anheuser-Busch will also make it easy for consumers to donate directly to CARE through a dedicated website as well as through QR codes included in on-trade materials.
This commitment 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.