About us

The Company continues to strengthen its absolute leadership position in the Ukrainian energy drink and low alcohol beverage markets, with market shares of 50% and 60% respectively. All of the Company's key brands grew and were supplemented with trendy new products. The share of PIT BULL™, the leading energy drink brand, reached a record 28% with nearly 25.5 million litres sold. NON STOP™ energy drink sales reached 17.8 million litres with a 19% market share. This success was driven by an increased share of innovation (such as brands entering new energy segments), a focus on high potential distribution channels and effective marketing projects. PIT BULL™ became the official partner of FC Dynamo Kyiv, and NON STOP™ started cooperation with the Ukrainian Professional Esports Association (UPEA). These collaborations have strengthened the brands' positions in the professional sports and e-sports arenas, respectively, and significantly expanded the circle of loyal consumers.

Sales of KING'S BRIDGE™ low alcohol beverages increased significantly to 9.2 million litres and SHAKE™ to 16.7 million litres. At the same time, the legendary SHAKE™ introduced a trendy line of non-alcoholic juice cocktails - SHAKE™ ZERO ALCOHOL – to Ukrainian consumers. The Company also launched a new brand in the low alcohol segment, LANDINI™, a delicious Italian wine drink in a stylish designer can.

The drinking water brand PRYRODNE DZHERELO™ achieved a 40% increase in litres over the year. This was largely due to the implementation of the Kraplya do Krapli charity donation initiative, which inspired many Ukrainians to choose this brand of water, helping to save lives and develop blood donation in Ukraine. Sales of EatMe™ healthy snacks also grew this year by 11%.

The Company made a quantum leap in the development of its beer business, with sales of beer from the New Brew craft brewery doubling over the year. The openness of the Company's processes, unique recipes and high quality of beer were recognised not only by consumers, leading media and opinion leaders but also by the professional community – in the form of a special award at the all-Ukrainian professional competition of Ukrainian mini-breweries titled “Quality Edges – 2021”.

The consolidated share of the Company's energy drink brands increased to almost 47%. PIT BULL™ strengthened its position significantly, selling 20.8 million litres of beverages during the year, giving it a market share of 25.6%. The development of its own media projects, Pit Bull Fight and Pit Bull Live, whose success was recognised with one gold and three bronze awards at the Effie Awards Ukraine, contributed to the brand's leadership and popularity among young people. NON STOP™ sales grew by 16.9%. The brand was extended to include the first all-natural energy drink in Ukraine – NON STOP™ Evolution. The REVO™ collection also received an exceptional new product – a limited edition of the low alcohol energy drink REVO™ Love Is. This year also saw the launch of a completely new brand, FRIDAY™, a citrus beer lemonade with a ‘creative frenzy’ concept. The key event of the year was the opening of a new generation brewery, New Brew. This marked the beginning of a new era in the New Products Group's history, as it entered the beer market to make craft beer available to a wider range of consumers. The basic principles of the brewery's operation are high-quality ingredients of local origin, transparent production technology and the absence of artificial additives. The local craft beer ZHASHKIVSKY KABAN™ and the regional brand ZHASHKIVSKE™ were the first to be launched.