Lidskae Piva Begins Anniversary Year with New Varieties Yantarnae and Rubinavae

Lidskae gathered friends and partners at the presentation of hyped new varieties to open a new page in the 150-year history of the brand.

The central event of the meeting was the tasting of special varieties Yantarnae and Rubinavae created to celebrate the significant date. According to marketing director Alyona Khomchenko and new product manager Valeriy Burblis, new drinks sparkled interest even before they hit the shelves. Thanks to viral effect on social media and discussions of the unique package design, the first batch, intended for a month and a half, was sold out in only 10 days.

This response was not only the result of a successful communication campaign, but also a testament to the trust in the brand that has been developing for decades. Audrius Mikshis, CEO of Lidskae Piva JSC, mentioned this in his speech. He emphasized that, despite the fact that the world has changed beyond recognition over the course of the last century and a half, the foundation of the company remains the same: traditions, unfailing quality and people. 

“We are the oldest permanently operating brewery in the Republic of Belarus. Who else, if not us, has the right to take pride in our expertise, our traditions and history? We look into the future, and we are ready to do incredible things,” said the head of the enterprise.

Emotional emphasis was created by demonstration of the updated video on the history of the factory from its founding by Nosel Pupko in 1876 to this day. It brought back to memory the story of how a small brewery turned into a brand that has been working for 150 years, preserving its identity  throughout all this time. The video will later be available during a tour of the Lida Brewery Museum.

The evening continued with an interactive event. The guests entered words they associated with the brand from their smartphones, and those words formed a symbolic cloud of meanings in real time. Despite the word “legend” holding leadership for a long time, “quality”ultimately turned out to be the most popular.

The anniversary year for Lidskae is only beginning, which means we can still look up to many events and celebratorty activities from the brand that has been doing everything “for its people” for 150 years.
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The range includes two special varieties, Yantarnae (Amber) and Rubinavae (Ruby), each with its own color and flavor profile. Both historical approaches to recipes and modern flavor trends were taking into account during development.

Yantarnae is a unique variety that combines features from two distinct styles: pure smooth malty taste of Munich Helles and fruity spicy notes typical of Belgian ales.
Rubinavae is a deep red variety characterized by slightly sweet berry flavor and fresh fruity taste with delicate hints of spices.

The new varieties are presented in larger 615 mL bottles with