Branding

Ovechkin Launches OVI Beer: a Can Will Cost Around 100 Rubles

By the end of 2026, OVI beer from Alexander Ovechkin will appear in Russian retail. Bochkarev Breweries will handle production, and a can will cost around 100 rubles.

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Хоккеист Александр Овечкин запускает свой бренд пива OVI
Хоккеист Александр Овечкин запускает свой бренд пива OVIAI-generated

Alexander Ovechkin is bringing his own beer brand, OVI, to the Russian market — by the end of 2026, the brand will appear in retail and food service establishments at a price of roughly 100 rubles per can. Production will be handled by the company Bochkarev Breweries, its press service reported.

The brand will be associated with the hockey legend. The OVI lineup will include three products:

  • a classic lager with a balanced and refreshing taste;
  • a light lager with lower alcohol content;
  • a non-alcoholic beer.

After the launch of sales in Russia, the partners plan to begin supplies abroad.

"I have long wanted to create my own beer — one that I would like myself. I love light varieties with a clean, balanced taste," Mr. Ovechkin said.

What Market Is OVI Entering?

OVI is entering one of Russia's largest consumer markets. According to Rosstat, around 930 million decaliters of beer were produced in the country in 2025.

The non-alcoholic beer segment is growing faster than the market. In 2025, its production increased by 27%, and in the first quarter of 2026 — by another 6.6% year over year. At the same time, non-alcoholic beer still accounts for about 3% of the market, retaining potential for further development — it is this segment that OVI's lineup is betting on as well, including the non-alcoholic lager.

The bet on the athlete's personal brand, an affordable price, and a presence in three price and consumer segments at once — classic, light, and non-alcoholic lager — make the project a notable event for the Russian beer market ahead of 2026.

Source: Коммерсантъ

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