With Wine in Hand and Kyiv in Heart – this is how BeWine was held!
Despite aggressive shelling, the last May weekend witnessed the wine lovers’ most beloved event – BeWine 2025, a nominee for the Wine Travel Awards, took place in the capital of Ukraine.
It should be emphasized that BeWine 2025 was attended by more than 500 local and international brands, hundreds of leading buyers, importers and sommeliers, retailers, restaurateurs, teachers, marketers and other representatives of the wine industry. Rozetka and Silpo, Novus and METRO, WineTime and OK Wine – leading chains and giants of the quality alcohol sales – all gathered there, in addition to almost 5 thousand guests who are wine lovers.
And most importantly, there was an incredible atmosphere! Amicable, optimistic, friendly toward everything good and bright – this is a signature behavior of youth. While we lack official statistics, it’s clear that young people comprised the majority of the event’s audience. They came to the event with their friends, beloved ones, pets, and children. They wore hats, tattoos, ties, veils, jeans and business suits – along with elegant dresses, and even disco-inspired outfits. And the organizers of BeWine paid attention to everyone: in addition to educational lectures and guided tastings, the show offered master classes in drawing, floristry, makeup, and cooking; a photo zone; and various food courts featuring oysters, giant tuna, steaks, asparagus, and more. And simply — a meditative view of the green slopes of the Dnieper River, washed by the last spring rain.
It’s worth emphasizing that Drinks+, our most established magazine in Ukraine (35 years old!), made a special return: we had been missing it ourselves – during the war, we reduced its frequency from ten issues a year to just two. Clearly, it brought joy to BeWine guests as well: the magazine could be seen in their hands (alas, not as often as their glasses!), resting on stands, peeking out of handbags, and waiting patiently for readers in the tasting rooms.
Interestingly, information was in short supply. Each location sold out – people lined up (yes, really!) for tastings, art spaces, stands, and sales counters. Looking at the smiling faces, it was impossible to imagine that every day of this weekend, which coincided with Kyiv’s holiday, was preceded by unsettling nights of enemy shelling. Most of these young, cheerful, and inspired people probably didn’t sleep through those nights. Some rocked children in building entrances, observing the “two walls” rocket protection rule, which has a placebo effect. Others hid in the subway or the nearest shelter. Some stayed home with elderly parents or the sick, trying to calm – them, or perhaps themselves – with whispered, clumsy prayers… But every morning, the halls of the Parkovy Center – where the wine show traditionally takes place – were filled with people animatedly discussing news, events, and opinions they had heard. Not a single complaint, not a word about the terrible nights. Only wine! And as for the wine – of course, there was plenty to talk about.
Personally, the Drinks+ editorial team highlighted several tastings:
— “California in Contrasts: Terroir, Style, Identity” with Kateryna Yushchenko, director of the Ukrainian Wine & Spirit School and provider of Capstone California and WSET in Ukraine;
— presentations from Wine Travel Awards nominees, including New Zealand’s “Cloudy Bay Wines — a separate form of art!” presented by Ivan Bachurin, brand ambassador of Moët Hennessy and president of the Sommelier Association of Ukraine;
— and Italy’s “Villa Sandi Prosecco: Impeccable quality, confirmed by the highest Gambero Rosso award for 15 consecutive years”, with Vitaly Kovach, renowned sommelier, brand ambassador of Villa Sandi in Ukraine, and founder of the Vitaly Kovach Sommelier School.
For us, the highlight of the year was the New Zealand brand Loveblock, introduced at the tasting “Loveblock — love in every drop. Star premiere in the Ukrainian market!”, hosted by Oleksiy Obukhov, director of the “Wine Story” store and chief sommelier of “Vinfort”.
We would like to warmly acknowledge the personal appearance of Mr. Umberto Cosmo, head of the renowned Italian winery Bellenda, at the Kyiv show. He delivered a fascinating lecture titled “When Prosecco is Created Like Champagne”. Beyond the event’s undeniable professional significance, Mr. Cosmo’s courage—few foreigners today would dare to reach the banks of the Dnieper—and his strong desire to support Ukraine during these difficult times, were truly impressive. It is partners like him who deserve our appreciation. And it is their wines that we should proudly enjoy.
We also enjoyed tastings from Ukrainian producers including Prestige Group (FRENCH BOULEVARD AND TM ODESA), Vitis Group, Sikera, Leleka Wines, Adama, Shabo, and KOBLEVO. Additionally, a small stand was run by the Ukrainian team behind the project “No Whining Interviews” which is also part of the Wine Travel Awards community.
However, the world of wine is, above all, about people. That’s why Drinks+ didn’t just taste — we also connected with participants of this year’s wine show, gathering their impressions. What did they learn during these days? What was discussed? And what remains unfinished, waiting for the next BeWine…
Anna Peker, representative of California Wines in Ukraine:
This year’s BeWine once again proved what strong, courageous, and resilient people we have. Despite sleepless nights under shelling, both company representatives and guests were all present in the morning — full of optimism, energy, and a shared love of wine. Master classes were fully booked, reflecting a genuine desire to learn and dive deeper into the details. I felt how much wine is truly a social product that unites people, bringing joy and brightness to meetings and conversations. Champagne stood out this year — I discovered several pleasant surprises at the Cuvee stand. I also look forward to discussing with colleagues how climate change is affecting the wine world in practice: how it influences market demand, changes the range, which styles or regions are “disappearing,” and what new trends are emerging to replace them.
Kateryna Yushchenko, Director of Ukrainian Wine & Spirit School:
BeWine has proven to be much more than just a festival — it is a true wine hub. The master classes, which address important and timely topics, highlight everything the wine world needs to discuss. For consumers, it offers a valuable opportunity to navigate the market. For professionals, it provides a platform to connect and find partners. This concentration of a high-quality audience is what sets BeWine apart from other events.
This year, I had the honor of presenting California wines at BeWine for the first time — and at a very high level: among the guests were representatives of the US Embassy in Ukraine, including Ambassador Extraordinary and Plenipotentiary Bridget Brink. I am especially proud of the charitable initiative supporting the Superhumans Center, and glad to have contributed by donating the Capstone California course to the auction.
Alesya Poltoratska, Head of Department for Alcoholic and Non-Alcoholic Beverages, ROZETKA:
During BeWine, I realized just how rapidly the Ukrainian wine industry is developing. It was encouraging to see the growing interest in non-alcoholic, still, champagne, and sparkling wines. I was also impressed by the high level of professional organization — the event is increasingly resembling leading European wine exhibitions. The new line from the Purcari brand was especially memorable — innovative wines that blend modern style with local character. Aimed at a younger audience, it emphasizes experimentation, new experiences, and a natural approach to winemaking.
Yelyzaveta Hryntsova, marketing expert with PRESTIGE GROUP:
This year’s BeWine revealed an important trend to me – Ukrainian wine is no longer “trying to be”; it has become a recognizable, high-quality, and stylish product. I was especially impressed by tastings of autochthonous varieties and the boldness of new blends – there is much to be proud of and even more to strive for. For TM French Boulevard and Odesa, this is further proof that we are moving in the right direction: creating modern Ukrainian wines with their own distinct character.
Natalia Blahopoluchna, president of the All-Ukrainian Association of Winemakers and Sommeliers, founder and teacher of the sommelier school “Master Class” – winner of the first season of the Wine Travel Awards:
It’s hard to surprise me these days — 25 years of practical experience leaves its mark. But this time, I was pleasantly surprised. I want to highlight a very interesting new selection of wines from Rozetka, mainly from Italy, Spain, and Portugal, offering an excellent price-quality ratio. There were also strong new additions from WineTime — which is no surprise, given the professionalism behind the company. High-quality and renowned California wines from Chateau Montelena stood out, especially considering their rise to fame after the historic “Judgment of Paris.” However, what impressed me most was the new wave of California wines presented by Kateryna Yushchenko — particularly those experimenting with barrel aging after bourbon or rum. Previously unimaginable, these innovative wines were the true revelation, and after tastings like these, you realize just how limitless the world of Wine truly is. Many thanks to the event organizers for this incredible opportunity.
Serhiy Mazur, co-owner and director of Vitis Group:
I would like to highlight the strong interest of visitors, especially in the premium Louis Roederer champagne tasting, which featured the House’s flagship Cristal 2015. Places for this tasting were reserved within just a couple of hours after registration opened. Our other tastings, including Elena Walch, Masi, and Mazzei, were also in high demand. Notably, many visitors came to our stands afterward to explore different selections and purchase the wines they particularly enjoyed. In my opinion, this reflects a high level of visitor interest and engagement with the topic — which is very encouraging.
Bohdan Ducal, Category Manager, WINETIME:
I have known the BeWine team for a long time and am always impressed by their expertise, quick grasp of the situation, and keen eye for fresh ideas. I must say: tastings at BeWine are always outstanding. There’s never anything mediocre — it’s always top quality, trendsetting, or truly unique. I’d also like to highlight this year’s wonderful initiative by the organizers to hold charity auctions. That really hits the heart!)
Umberto Cosmo (Bellenda Winery, Italy):
Thank you to the BeWine team for organizing an event, where every detail reflected true excellence. Your professionalism allowed me to focus on what matters most: connecting through wine. Moments like these remind us that wine is more than just a drink — it’s a bridge between people, places, and traditions. To the vibrant spirit of Kyiv, to future wine discoveries, and to many more shared stories — let’s raise a glass and stay together!
Drinks+: From our side, we would like to add: “Let’s raise a glass to BeWine – and stay together !”
And finally a backtoast from the BeWine team:
“We have lived the story called “Age of Art” together — through tastings, lectures, and an indescribable wave of emotions. Every sip, every conversation, every glance at a glass of wine felt like a new discovery. We didn’t just taste – we created. And that’s what makes BeWine more than just an event. It’s a community. A culture. An art. Thank you to everyone who made it happen – together. It turned out absolutely unforgettable. See you at the fifth, anniversary BeWine – May 30–31, 2026. Until we meet again! Be Wine. Be Art. Be Inspired”.
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