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A s the shameless war in Ukraine approaches its fourth anniversary, the prominent and energetic representation of Nemiroff vodka at the TFWA World Exhibition & Conference stands out as a shining beacon of the courage, can-do attitude, and commercial skill of Ukraine’s people. Yesterday the TFWA Dailies were proud to interview Yurii Sorochynskyi, Nemiroff’s Chief Executive Officer, to find out how Nemiroff had prevailed, both in war, and on the intensive battlefield of GTR spirits. Despite accepting that “nowhere in Ukraine is safe” from the daily onslaught of hundreds of Russian drones, Sorochynskyi says that the Nemiroff production plants at Nemyriv in central Ukraine have not been directly affected by Russian attacks. Russia’s targeting of power infrastructure initially posed a significant threat, but this has now also been completely mitigated by full redundancy auxiliary power back up. “We use generators, solar, and small power plants have come on line, Ukrainians are resourceful – we are not living in the dark.” But Nemiroff does have to do without some its workers – of around 350 male employees some 40 workers are mobilised at any one time on a rotating basis. The impact goes much further than the simple loss of skills with both the loved ones and “Nemiroff family” having all been deeply affected by tragic losses and casualties. Other employees – especially women with children – adopted hybrid working practices, some in other countries – “but we already got used to working like this in Covid – it doesn’t affect the business.” In other ways Sorochynskyi says that Nemiroff quickly adapted to the inevitable disruption that marked the early days of the war when supplies of rawmaterials became scarce. “We still get interruptions but there has been a mindset change, and the ethos now is that we must all help each other – even competitors, because it’s not about competition – it’s about survival.” At this stage of the war Sorochynskyi says there are no supply problems to its customers in GTR, and Nemiroff has no need for support or special measures such as safety stock etc: “It is business as normal”, although back home in Nemyriv some development plans have been slowed. Nemiroff acquired the Nemyriv Distillery in 2020, marking the first privatisation of such an alcohol production facility in Ukraine, and ending a state monopoly which had endured since Soviet days. “Nemiroff– the indomitable spirit of Ukraine” An interviewwith Yurii Sorochynskyi, Chief Executive Officer The plant was in a poor state and Nemiroff set about a wholesale reconstruction just prior to the invasion. “This would normally have taken about 1.5 years, but only now are we in the finishing stages due to the shortage of specialist construction workers – although it should be completed soon allowing for full home- production and bottling from next year.” Despite taking care of the core business, Nemiroff corporate statements still maintain “helping Ukrainians during the war is one of the most important tasks of the company.” From 2022 all profits from Nemiroff’s line of “De Luxe UA Premium” were donated to “the treatment and rehabilitation of civilians and defenders”. As of now Sorochynskyi says a cumulative $1m has been directly donated by Nemiroff activities to charity and other war-related support projects (although he also remarks that the $5m it pays in corporation tax – considerably more than at the start of the invasion – also represents big part of the war effort). In the meantime, Sorochynskyi does not think Nemiroff has especially benefitted from the removal of Russian vodka from many GTR outlets due to sanctions, and that the effects of a consumer switch-away from Russian products may have been more significant. “When Russian vodka was taken off the shelves it would have been good – and just – if it had been simply replaced with Ukrainian vodka, but the reality is that there are other producers who do not have the obstacles of war! We have a lot of friends in the world, but nobody is going to wait around for Ukrainian vodka, we have to work for our victories – if you are not going to run faster, you will not survive.” To drive home his point Sorochynskyi then modestly notes that since the start of the war exports have doubled to around 1.3 million 9-litre cases, helped in part by the relaunch of its De Luxe RESERVE vodka a year ago at the TFWA World Exhibition. This premium vodka undergoes an 11-step filtration in a process which incorporates contact with oak wood. But what is more telling is the claim that it is a premium vodka with “a strong character made for stout-hearted people.” Exactly the same could be said for both Nemiroff, and the citizens Ukraine. YellowVillage E30 Wednesday 1 October 2025 40 T F W A D A I L Y