“MOVA brewing co” story of entering the Scandinavian market
With the support of the Entrepreneurship and Export Promotion Office (hereinafter - Office), one more Ukrainian company, namely, “MOVA brewing co” (hereinafter - MOVA), entered the Danish market, and now its beer is available in the stores of Coop.
The case is the continuation of the cooperation between the Office and the Danish retailer Coop, within the framework of which the Office performs selection of Ukrainian manufacturers that meet the requirements and specifications provided by Coop.
“For the successful export (in particular, to the market of Denmark), it is important to understand how well your product meets the tastes of the locals. The “store check” tool, i.e. shelf monitoring, can be helpful in this context. By monitoring the stores where you want to sell your products, you can identify the potential competitors, the pricing policy, types of products, etc. We also recommend to visit industry exhibitions, during which you can learn about the current trends, new products and establish partnerships”, advises Valentina Liashenko, Sourcing manager of the Office.
About MOVA
The history of “MOVA brewing co” begins in 2017 when it was a small craft contract brewery in the city of Dnipro. Over 6 years, the enterprise has expanded, and now does not only have its own production, but also the Beer Museum. The company also works on the development of beer consumption culture in Ukraine, organizes educational beer projects and annual festivals.
“We don't brew beer, we brew communications”, the company’s motto says.
The company believes that beer is a universal way to find a common language, you just need to choose the right type. And for this, MOVA presents a diverse range of craft beers: Lager, Amber Ale, Blanche, Stout Oatmeal, IPA, Pilsner, Stout Vanilla, Non-Alcoholic IPA. MOVA brews beer on its own technological equipment, which allows it to control and ensure the high quality of beer.
About export activity
The MOVA team has just begun to discover the export direction. Previously, the development of exports was complicated by the fact that during the first 3 years of its existence, the company rented equipment and did not have the necessary certification, therefore, could not export.
Nevertheless, the MOVA team has already participated in several trade missions and exhibitions. In 2022, the company was represented at the collective stands of Ukraine at the Sial and ProWein exhibitions. In 2022, they also managed to deliver the beer to Norway.
The MOVA team is currently negotiating the potential delivery of products with the Baltic countries, Spain, Portugal, Poland and Iceland. In 2023, MOVA plans to participate in the Salon Gourmets and Riga Food exhibitions.
About cooperation with Coop
MOVA was one of the companies that the Office's specialists selected in accordance with Coop's request and recommended for consideration.
Representatives of MOVA and Coop had a meeting, after which the product samples were sent to Denmark. Meanwhile, the agreement was signed and the products were going through the adaptation to the Danish market. Within the cooperation, 32.400 bottles have already been delivered to Denmark.
“We are grateful to the Entrepreneurship and Export Promotion Office for the support provided in entering the Danish market. We have just started to develop the export activity but due to the Office we already have such a powerful case with Coop in our portfolio even during the full-scale war. Now our beer Pilsner, Amber Ale and Blanche can be found in the stores of one of the largest retailers in Denmark, which operates 1000+ stores”, says MOVA.
About Coop Danmark A/S
Coop Danmark A/S owns SuperBrugsen, Kvickly, Dagli'Brugsen, Irma, 365discount, fakta store chains throughout the country. The company has 1000+ stores of these chains - from large department stores to local minimarkets. The company's share in the total turnover of retail trade enterprises in Denmark is estimated at 38%.
After the Russian invasion into Ukraine on February 24, 2022, the company decided to stop selling Russian and Belarusian products, as well as ordering advertising on Russian channels. The Coop company became the first Danish retailer to start delivering emergency aid to Ukraine - long-term storage products, warm blankets, clothes, hygiene products, as well as things to meet the most basic needs. In total, 11 trucks with products were sent to Ukraine in cooperation with other Danish companies and the Confederation of Danish Industry.