{"id":40308,"date":"2025-04-18T11:15:00","date_gmt":"2025-04-18T08:15:00","guid":{"rendered":"https:\/\/visionest.institute\/?p=40308"},"modified":"2025-04-19T16:31:11","modified_gmt":"2025-04-19T13:31:11","slug":"mova-a-taste-that-speaks-ukrainian","status":"publish","type":"post","link":"https:\/\/visionest.institute\/en\/2025\/04\/18\/mova-a-taste-that-speaks-ukrainian\/","title":{"rendered":"MOVA: A Taste That Speaks Ukrainian"},"content":{"rendered":"\n
How can beer become a tool for unity and a source of inspiration? For the Ukrainian craft brewery MOVA, beer is more than just a drink. It\u2019s an idea that embodies culture, tradition, and the drive for innovation. Each bottle of MOVA tells a story \u2014 one that resonates both locally and globally. <\/p>\n\n\n\n
The story of MOVA began in 2017 as a small contract craft brewery. Thanks to big ambitions, a modern approach, and a deep love for the craft, MOVA has grown into a brand proudly representing Ukraine on the global stage, confidently moving toward international markets.<\/p>\n\n\n\n
MOVA Brewery is located in the city of Dnipro. Since 2021, it has operated a modern production facility of over 2,000 m\u00b2. By early 2025, the brewery had reached a monthly production capacity of 150 tons, with plans for major expansion in the second half of the year.<\/p>\n\n\n\n<\/figure>\n\n\n\n
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The uniqueness of the brand lies in its creation of signature recipes using rare varieties of hops and malt. But MOVA is more than just production \u2014 it\u2019s an entire ecosystem that includes the MOVA Prostir Restaurant, a lecture hall, two MOVA Bars, and even a beer culture museum. Each of these spaces offers a deeper dive into the world of beer and showcases its diversity.<\/p>\n\n\n\n
On the Road to Export<\/strong><\/p>\n\n\n\n
MOVA already exports its products to Poland, the Netherlands, Japan, and the Scandinavian countries. However, the company isn\u2019t stopping there. In the face of intense competition in the European craft beer market, MOVA is exploring new ways to stand out \u2014 and sees great potential in the organic segment.<\/p>\n\n\n\n
\u201cEuropean consumers are increasingly looking not just for beer, but for a story, a philosophy, and a care for the environment,\u201d\u2014 says Kateryna Zaitseva, Export Development Manager at MOVA. \u201cFor us, it\u2019s essential not only to create a high-quality product, but also to communicate its uniqueness in a new cultural context.\u201d<\/em><\/p>\n\n\n\n
The company\u2019s ambition for growth led it to join the program \u201cCONNECT: Export readiness, EU network expansion and resilience enhancement of Ukrainian SMEs\u201d<\/strong> \u2014 which turned out to be both a challenge and a source of fresh ideas and solutions.<\/p>\n\n\n\n
During the study tour to Germany, MOVA representatives joined other selected companies in visiting the Biofach trade fair<\/strong> in Nuremberg \u2014 a key event for the organic industry. They also met with retailers such as REWE, Denn\u2019s, and Trinkgut<\/strong> to explore trends in European retail, visited the logistics company Dachser<\/strong>, which opened new distribution possibilities across the EU, and toured the legendary Weihenstephan Brewery<\/strong>, where centuries-old traditions are still alive.<\/p>\n\n\n\n
\u201cIt was an incredibly valuable experience,\u201d \u2014 shares Kateryna Zaitseva. \u201cWe learned more about the educational side of beer culture. The brewery hosts one of the most renowned brewing universities, opening up exciting exchange and collaboration prospects. Our visit confirmed that we share the values of conscious brewing with a focus on quality and natural ingredients. We also discussed the potential of creating a joint product for the German market \u2014 a market that highly values authenticity and character.\u201d<\/em><\/p>\n\n\n\n
The visit concluded with a workshop led by Anu-Mall Naarits<\/strong>, CEO of Visionest Institute, and Roland Lock<\/strong>, an expert in the DACH organic market. By applying neuromarketing tools to analyze MOVA\u2019s promotional materials, the team identified gaps in brand presentation for European audiences \u2014 providing a strong push for qualitative improvements.<\/p>\n\n\n\n
Practical Results: Partners, Agreements, and New Opportunities<\/strong><\/p>\n\n\n\n
As a result of the CONNECT program, MOVA signed a memorandum of cooperation<\/strong> with German company Vilsa Brunnen Otto<\/strong> to establish a sustainable partnership in the organic segment, develop joint products, and explore logistics solutions.<\/p>\n\n\n\n
The company also initiated cooperation with Organic Estonia<\/strong>, laying the groundwork for market entry via participation in beer festivals. Discussions with Weihenstephan University<\/strong> opened opportunities for knowledge exchange and educational collaborations, while an agreement with a German partner marked the beginning of developing a joint product to present Ukrainian craft beer on the German market.<\/p>\n\n\n\n
MOVA also conducted a deep analysis of the European beer market \u2014 including pricing policies, trends in non-alcoholic beverages, and the specifics of working with retail chains.<\/p>\n\n\n\n
\u201cUnlike typical support programs, CONNECT is more than just networking or training.<\/em> <\/em>It\u2019s a real tool that helps Ukrainian SMEs not only become more competitive but also build sustainable partnerships, access new markets, and strengthen their presence in the European business community.<\/em> <\/em>We are grateful to the organizers for the opportunity to participate and look forward to continuing cooperation within other EU and German government initiatives,\u201d<\/em> <\/em>\u2014 concludes Kateryna Zaitseva.<\/em><\/p>\n\n\n\n
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The Project \u201cCONNECT: Export readiness, EU network expansion and resilience enhancement of Ukrainian SMEs\u201d is implemented by the Visionest Institute within the international cooperation programme \u201cEU4Business: SME Recovery, Competitiveness and Internationalisation\u201d is co-financed by the European Union and the German Government and is implemented by the German federal company \u201cDeutsche Gesellschaft f\u00fcr Internationale Zusammenarbeit (GIZ) GmbH\u201d.<\/p>\n\n\n\n
The programme aims to support Ukraine\u2019s economic resilience, recovery and growth, create better conditions for the development of Ukrainian small and medium-sized enterprises (SMEs) as well as support innovation and exports. Read more: www.eu4business.org.ua<\/a><\/p>\n\n\n\n
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