Piana Vyshnia, a chain of bars serving cherry liquor, originated in Ukraine in 2015 and has since expanded to multiple locations across the country. The concept of the bar is to recreate an intimate homely experience by serving traditional Ukrainian liquor in a cozy environment. In 2024, Piana Vyshnia opened its first franchise in London, marking its entry into the Western European market. Despite the challenges of competing for prime rental locations and introducing Ukrainian traditions to non-Ukrainian customers, the brand is gaining popularity among Ukrainians living in London.
The expansion of Piana Vyshnia beyond Ukraine has not been without its challenges. While the brand has seen success in countries like Poland, other markets like Romania have been slower to adopt the concept due to differing cultural expectations surrounding alcohol consumption. However, Piana Vyshnia aims to bridge these cultural gaps by creating a welcoming atmosphere that encourages customers to interact with each other, similar to British pub culture. The brand hopes to continue expanding its presence in Western Europe and beyond, with plans to enter countries like Germany, Spain, the Netherlands, and the United States.
Despite the ongoing full-scale invasion in Ukraine, companies like Fest, the owner of Piana Vyshnia, are determined to promote Ukrainian culture and products globally. By showcasing the quality and authenticity of Ukrainian-made products like cherry liquor, they hope to challenge stereotypes and change perceptions about the country. The success of Piana Vyshnia in London has demonstrated that even during times of crisis, Ukrainian brands can thrive and gain recognition abroad.
The opening of Piana Vyshnia in London faced obstacles in finding suitable rental locations and introducing Ukrainian traditions to a new audience. However, the brand’s unique concept and high-quality product have attracted customers, with Ukrainians in London showing strong support for the brand. Moving forward, Piana Vyshnia aims to tap into untapped markets in Western Europe and beyond, showcasing the diversity and richness of Ukrainian culture through its offerings.
Despite the challenges posed by the ongoing invasion, Ukrainian companies like Fest remain committed to promoting Ukrainian culture and products on a global scale. By expanding the reach of brands like Piana Vyshnia, they aim to challenge stereotypes and showcase the creativity and innovation coming out of the country. Through initiatives like opening franchises abroad and introducing traditional Ukrainian products to new audiences, these companies hope to create a positive impact and change perceptions about Ukraine.
In conclusion, the success of brands like Piana Vyshnia in expanding beyond Ukraine demonstrates the resilience and determination of Ukrainian companies to promote their culture and products despite challenging circumstances. By entering new markets and sharing traditional Ukrainian offerings with a global audience, these companies are not only challenging stereotypes but also creating opportunities for cultural exchange and understanding. Through initiatives like Piana Vyshnia’s expansion into Western Europe and beyond, Ukrainian brands are making a mark on the international stage and showcasing the diversity and richness of Ukrainian culture.
