Lvivske beer: Changing beer climate

Lvivske, a Ukranian alcoholic beverage company, found its beer sales in Eastern Europe had decreased in a colder and rainier month of May, so it tried neutralise the weather's influence via brand communication.

Challenge, context & objectives

Over the last few years the demand for beer in Eastern European markets has fallen.

Economic challenges, decreasing willingness to pay among the population, and the introduction of the grey market in 2014 led to an annual decline of about 10% of the market volume in Moldova and Ukraine.* On top, recent weather changes affected the a