Ovechkin enters Russia's beer market with the OVI brand
Hockey player Alexander Ovechkin is launching the OVI beer brand. The products will be made by Bochkarev Breweries, a can will cost about 100 rubles, and sales will start by the end of 2026.
Alexander Ovechkin is launching his own beer brand, OVI, in Russia — the products will appear on store shelves by the end of 2026. This was reported by Kommersant, citing the press service of Bochkarev Breweries, which will handle the production of the new products.
One can will cost about 100 rubles. Sales will begin in Russian retail and in food service establishments. The OVI lineup will include three items: a classic lager, a light lager, and a non-alcoholic beer.
What sets this project apart from an ordinary celebrity collaboration?
Bochkarev Breweries emphasized that this is not a classic advertising collaboration with a celebrity. According to company representatives, Ovechkin is directly involved in creating both the brand concept and the product itself.
This wording means the hockey player is not just a "face" on the label, but a co-author of the product — from positioning to recipe. For the Russian market, this is a rare model: celebrities usually limit themselves to licensing agreements and advertising campaigns.
What happens after the Russian launch?
After the product appears in Russia, the partners plan to start supplies abroad. The export direction could prove strategically important for the brand: the name of Ovechkin, captain of the Washington Capitals and one of the most prolific snipers in NHL history, is well known in the hockey markets of North America and Europe.
The timing of entry into foreign markets and the specific countries are not specified in the company's statement.
Ovechkin and advertising projects: context
The new beer brand is not the first commercial project involving the hockey player in the Russian market. Earlier, the car-sharing service Delimobil and the food brand Indilight presented a joint advertising campaign for the barbecue season.
As part of the project, 400 car-sharing vehicles were branded in Kazan, featuring images of the products with Alexander Ovechkin.
Why the OVI launch matters for the market
The emergence of a brand with a star co-founder is a notable event for the Russian beer market for several reasons.
- Price. A benchmark of about 100 rubles per can places OVI in the mainstream product segment — above hard discount, but without claims to premium.
- Assortment. Offering a non-alcoholic version from the very start reflects growing demand for this segment in Russia.
- Participation model. The athlete's direct involvement in developing the product, rather than just promoting it, distinguishes the project from most celebrity launches.
Production capacity and distribution are provided by Bochkarev Breweries — the company has already confirmed it will take on the production of the new products.
The next step will be OVI's retail launch: according to the partners' plan, this should happen by the end of 2026.
Original: kommersant.ru
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