Can the drinks industry have a political, social, and humanitarian impact on the ongoing war in Ukraine?

Ever since war broke out in Ukraine, the global drinks industry has pledged support through limited edition drinks and fundraisers. Meanwhile, stores have pledged to boycott products from Russia, with bars promoting krainian produced drinks instead. But what will their impact be?

There’s a growing movement of drinks created to champion, raise awareness of, advocate and fundraise for a number of social causes. From Black Lives Matter, to LGBTQ+ rights, and domestic violence, drinks makers are increasingly taking a stance on some of the most contentious political and social issues. So, when the war recently broke out in Ukraine, it was no surprise that drinks makers rose to the occasion.

The world’s first protest beer?

Of the pro-Ukraine products to launch in the past few weeks, all promise to donate all, or a portion of, sales to charities on the ground. They include beleaguered brewer BrewDog, which swerved the continued controversy it’s currently embroiled in to launch a 5.2% New England IPA called United for Ukraine, sold with 100% of the profits going to unspecified charities and community projects. It’s not too off-message for the brand, which in 2014 taunted Putin with Hello My Name is Vladimir, a craft beer apparently ‘not for gays’ adorned with images of the Russian premier wearing make-up in protest at newly introduced anti-gay laws. In fact it claimed at the time the product was the world’s first protest beer. The company said this time it was responding both to consumer requests that they support Ukraine, as well as requests from charities and community projects for support.

‘If you’re complacent, you’re complicit’

Experimental Danish drinks maker Empirical, has also taken a strong stance, with a subtly named product called ‘Fuck Putin And His Stupid Fucking War’. As it states on its website: “Here we go again; another asshole trying to make up for his lack of man parts”. The product is a pre-mixed cocktail similar to a white negroni, while proceeds will go to the Jose Andres fund to help feed the people of Ukraine. The brand says: “We know we’re just a little company with very little sway, but we believe that if you’re complacent, you’re complicit; we all have to say something at this moment.”

Elsewhere, other new products in patriotic Ukrainian flag-inspired packaging include the NO WAR-with Ukraine Junmai Sake created by Daiichi Sake Brewery in Northern Japan, donating all profits. Derbyshire craft brewer Thornbridge has temporarily renamed its flagship beer Jaipur, to Help Ukraine, donating 10% of every pint sold to the British Red Cross Ukraine Appeal. The company has also encouraged drinkers to donate directly.

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