Punch and Budweiser team up for fundraising initiative
BUDWEISER Brewing Group and pubco Punch have announced a joint initiative to raise money for relief efforts in Ukraine.
The partnership will see Punch stocking Ukrainian beer Chernigivske in pubs across the UK, with the pub company donating all profits to the Sanctuary Foundation – an organisation working to support the UK’s Homes for Ukraine scheme – and Budweiser contributing to Caritas International – a humanitarian charity.
Punch is also encouraging its publicans to work with or donate to the Sanctuary Foundation.
Punch, with 1300 pubs across the UK, is one of the first companies to stock the beer, which is owned by Budweiser parent company AB InBev and is a top seller in Ukraine.
The scheme is part of AB InBev’s plan to donate at least $5m to support humanitarian relief in Ukraine.
With an ABV of 4.8%, Chernigivske features the Ukrainian flag on its packaging.
The project is being led by Anna Rudenko, marketing director of Chernigivske, who recently relocated to the UK from Ukraine with part of her family.
She said: “I’m proud that we can leverage our expertise, scale and ecosystem to support humanitarian relief efforts by introducing Chernigivske in the UK.”
Brian Perkins, president of Budweiser Brewing Group, said: “We have a long-standing partnership with Punch Pubs & Co and we are thrilled that Chernigivske will be available at a number of their venues, increasing the opportunity to maximise support efforts and offer consumers the opportunity to directly contribute to humanitarian relief.”
Russell Danks, marketing and strategy director for Punch Pubs & Co, said he was “proud that we are one of the first pub companies to stock Chernigivske beer”.
“Our pubs have truly led the way; we have also partnered with the Sanctuary Foundation, which helps those seeking refuge in the UK following the horrors unfolding in Ukraine,” said Danks.
“These partnerships represent a symbolic standing against the war in Europe and meaningful response to those in crisis.”
The Sanctuary Foundation was launched by Dr. Krish Kandiah in February 2022 to inspire families, individuals, and businesses to welcome Ukrainian refugees.
Dr Kandiah said: “I am so grateful to Budweiser Brewing Group and Punch Pubs for standing with Ukrainian refugees.
“It’s a wonderful example of how businesses can play their part in making sure that Ukrainians fleeing war and terror get support.”
