Ovechkin to launch OVI beer brand in Russia with Bochkarev breweries
In short
Hockey player Alexander Ovechkin will launch his own beer brand, OVI, in Russia before the end of 2026, produced by the breweries Pivovarni Bochkarev, according to Kommersant and Vedomosti. The lineup will include a classic lager, a lighter lager and a non-alcoholic beer, priced at about 100 rubles per can in retail. Kommersant reported that after Russian sales begin, the partners plan to start supplies abroad.
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Hockey player Alexander Ovechkin will launch his own beer brand, OVI, in Russia, with production handled by the company Pivovarni Bochkarev, according to reports by Kommersant and Vedomosti that cited the company. TASS, citing Kommersant, reported the same, and Meduza also carried the launch. Sales are planned in Russian retail and foodservice before the end of 2026. [ 1 , 2 , 3 , 4 ]
The lineup will include a classic lager, a lighter lager with lower strength and a non-alcoholic beer, according to the company's statements reported by the outlets. The beer will cost about 100 rubles per can in retail. “I have long wanted to create my own beer — one that I would like myself. I like light varieties with a clean, balanced taste,” Ovechkin said, in comments relayed by the press service of Pivovarni Bochkarev. [ 2 , 3 , 4 ]
Kommersant reported that after sales of the new brand begin in Russia, the partners plan to start supplies abroad. No other outlet mentioned export plans, and no timeline or destination markets were given. [ 3 ]
Kommersant and Vedomosti said OVI is entering one of Russia's largest consumer markets. Rosstat data cited by the outlets put Russian beer production at about 930 million decalitres in 2025; production of non-alcoholic beer rose 27 percent in 2025 and a further 6.6 percent year-on-year in the first quarter of 2026, while the segment accounts for about 3 percent of the market. Vedomosti, citing Rosalkogoltabakkontrol, separately reported that 684.11 million decalitres of alcoholic products were produced in Russia since the start of 2026, 7.2 percent less than in the same period a year earlier. [ 2 , 3 , 4 ]
Meduza noted that Ovechkin plays for the Washington Capitals and works with Russian companies, having been an ambassador for the food brand IndiLight since 2025. It also reported that in 2026 he appeared in a pre-election video for United Russia, saying he is Russian and supports his country. [ 4 ]
Why it matters
The launch puts a well-known athlete's name on one of Russia's largest consumer markets, where outlets cite Rosstat data showing the non-alcoholic beer segment growing while overall output declines. Kommersant's report of planned exports indicates the partners intend to test the brand beyond Russia, though no timeline or terms were given. The coverage also links the brand to Ovechkin's existing commercial and political endorsements in Russia.
Key facts
- Alexander Ovechkin will launch the OVI beer brand in Russia, with production handled by the company Pivovarni Bochkarev. [ 1 , 2 , 3 , 4 ]
- Sales are planned in Russian retail and foodservice before the end of 2026. [ 2 , 3 , 4 ]
- The OVI lineup will include a classic lager, a lighter lager with lower strength and a non-alcoholic beer. [ 2 , 3 , 4 ]
- Retail price will be about 100 rubles per can. [ 2 , 3 , 4 ]
- Kommersant reported that after sales start in Russia, the partners plan to begin supplies abroad. [ 3 ]
- Rosstat data cited by the outlets put Russian beer production at about 930 million decalitres in 2025; non-alcoholic beer output rose 27 percent in 2025 and a further 6.6 percent year-on-year in the first quarter of 2026, taking about 3 percent of the market. [ 2 , 3 , 4 ]
- Meduza reported that Ovechkin plays for the Washington Capitals, has been an ambassador for the food brand IndiLight since 2025 and appeared in a 2026 pre-election video for United Russia. [ 4 ]
Confirmed by several sources
- Ovechkin is launching the OVI beer brand in Russia, produced by Pivovarni Bochkarev. [ 1 , 2 , 3 , 4 ]
- The brand will include a classic lager, a light lager and a non-alcoholic beer. [ 2 , 3 , 4 ]
- The beer will cost about 100 rubles per can in retail. [ 2 , 3 , 4 ]
- Sales are planned before the end of 2026. [ 2 , 3 , 4 ]
- The Ovechkin quote on creating his own beer was relayed by the press service of Pivovarni Bochkarev. [ 3 , 4 ]
- Rosstat figures cited by the outlets show about 930 million decalitres of beer produced in Russia in 2025, with non-alcoholic beer at about 3 percent of the market. [ 2 , 3 , 4 ]
Still unclear
- Whether the partners will begin exporting the brand after the Russian launch. Only Kommersant reported the export plan; no other outlet mentions it and no timeline or markets were given.
- Ovechkin's commercial role and financial terms in the venture. The documents say the brand will be associated with him and that Pivovarni Bochkarev will produce it, but do not state whether he holds a stake or acts as an ambassador.
- Where the beer will be produced. The documents do not name a city, region or specific brewery site.
What local media are saying
Timeline, local time
- TASS publishes a headline, citing Kommersant, that Ovechkin is launching the OVI beer brand. [ 1 ]
- Vedomosti reports the launch by the end of 2026, the lineup, the price and Russian beer-market statistics. [ 2 ]
- Kommersant publishes its report with the brewer's confirmation, Ovechkin's quote and plans for exports after the Russian launch. [ 3 ]
- Meduza reports the launch and adds Ovechkin's other commercial and political endorsements. [ 4 ]