A New Yorker, Floridian and Ukrainian -- all friends and brewery owners -- recently joined forces to launch a new beer, dubbed RESOLVE Beer, with the aim of supporting Ukrainians. The three individuals named the beer "RESOLVE", which according to the brand, is "a word often used to describe the brave and resilient Ukrainian people."
The open-source beer collaboration includes over breweries that will make and distribute the beer. The participating breweries will donate proceeds from RESOLVE beer sales to organizations providing humanitarian assistance to Ukrainians. The Global Empowerment Mission and the World Central Kitchen are beneficiaries of this initiative -- both of which provide humanitarian aid for refugees.
"This war has hit me and those that know Naz really hard," said Clay Keel founder of Keel Farms Agrarian Ales. "I met Naz in 2014 and we went through the ups and downs of starting a new brewery together with our friend John Cimperman. All Naz ever wanted was to start a brewery in his home country of Ukraine. It was his dream finally realized, and then it was taken away along with the freedom, safety, and livelihood of so many Ukrainians. We're all brewing RESOLVE to give Naz a ray of hope during this tragic invasion, and to offer humanitarian support to his fellow Ukrainian people."
Ukrainian-Supporting Beers
Three Breweries Joined Forces to Create RESOLVE Beer Supporting Ukraine
Trend Themes
1. Open-source Beer Collaboration - Breweries can capitalize on the open-source concept to collaborate and create products for a good cause.
2. Socially Responsible Drinking - Consumers are becoming more aware of social issues and are more likely to support brands that give back to the community.
3. Local and Sustainable Brewing - Breweries that focus on locally sourced and sustainable ingredients can attract environmentally conscious consumers.
Industry Implications
1. Breweries - Breweries can collaborate with other breweries to create unique products that support social causes.
2. Humanitarian Organizations - Humanitarian organizations can partner with breweries to create fundraising opportunities that support their cause.
3. Consumer Goods - Consumer goods industries can incorporate social responsibility into their branding and marketing strategies to attract socially conscious consumers.