Solovey has partnered with War Child (reg. charity no. 1071659), with all profits donated to their Emergency Fund. War Child is the only specialist charity for children affected by conflict. For more than two decades, they’ve been driven by a single goal – ensuring a safe future for every child living through war
They aim to reach children as early as possible when conflict breaks out and support them long after the cameras have gone. They deliver life-changing services and support in communities affected by conflicts to keep children safe and help them to heal and learn for the chance of a better future.
The brand is called Solovey, which means Nightingale in Ukrainian and is the Ukrainian national animal and steeped in Ukrainian folklore. The brand is proud of the everyday spirit of Ukrainian people showing courage, creativity and hope.
Solovey has partnered with one of the UK’s leading branding agencies Ragged Edge, known for their work with the likes of Mindful Chef, Grey Goose and Papier, who have done all of the branding pro bono.
The project is being supported by East London Liquor Co who are distilling and bottling the vodka. Distribution partners Matthew Clark are also supporting the project.
The brand is launching with a group of founding hospitality brands who have been supportive of the aims of the brand, including Hawksmoor, Swingers, Puttshack, Inception Group, Incipio Group, MJMK Group, Market Halls, Turtle Bay, Brewhouse & Kitchen, Loungers, Hubbox, Indapubs, Wolfpack, Peach Pub Co and Fallow. They are creating a special cocktail on their menus, with many opting for a Kyiv Mule.
The brand is started by Yasha Estraikh, who’s heritage is Ukrainian and came to the UK when he was a seven-year-old. He is an investor and brand expert at leading consumer investor Piper, who have invested in the likes of Bloom & Wild, Mindful Chef, Flat Iron, Orlebar Brown, Propercorn, Bottlegreen, Monica Vinader and Neom Organics.
Yasha Estraikh, founder of Solovey said: “When the war broke out, as someone who is of Ukrainian heritage and still has family in Eastern Ukraine, I asked myself what I could do with my contacts and experience in building brands that would have a disproportionate impact in helping people in Ukraine. I wanted to create a purpose-led brand that would stand on its own two feet and would help child refugees in perpetuity well after the media headlines have disappeared by creating a brand loved by consumers and barmen alike. The goodwill that this project has generated has been unbelievable and allowed the brand to launch in just two months.”
Alex Wolpert, founder of East London Liquor Company said "When Yasha approached us about Solovey we were truly honoured to be the production partner responsible for getting the product to market at breakneck speed. By redirecting a proportion of our production we were able to negate some of the chronic supply chain issues that are currently facing the industry whilst delivering a top-notch vodka for the very impressive roster of on-trade customers he has secured. Hopefully this helps to raise as much money as possible for the cause. It’s so easy to get overwhelmed by the awful news that continues to come out of Ukraine, so by offering up our services it gives us the opportunity to help in the only way we know how.”