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The purpose of this paper is to examine the attitudes and behaviour of Ukrainian consumers in terms of the purchase of beer (both foreign and domestic brands). There is an emphasis on the relative importance of the country of origin (COO), when compared to other factors.

Primary research is based on a convenience sample of 774 beer drinkers in the city of Simferopol, Ukraine, surveyed through face‐to‐face questionnaires.

Findings suggest that the COO are important to consumers, as is image, and the role of advertising in the creation of this image and in informing as to product availability. However, the COO would appear to be of lesser importance than quality, taste, brand and availability. Respondents commented on the image of foreign beers and the excellent advertising campaigns created by international companies. The Ukrainian consumer is brand conscious and also displays intense patriotism‐reflected in the popularity of local beers. However, consumption patterns are changing, and the demand for foreign beers are growing rapidly.

This would suggest that any foreign company developing a market presence in the Ukraine, should seek to buy outright (or at least acquire part ownership) of a Ukrainian beer producer. This will provide an entrance into the market, and a production/distribution channel for international brands produced under licence. Ownership will also facilitate the importation and distribution of foreign‐produced branded beers.

There has been relatively little published research on the newly independent Ukraine, yet it has a sizeable population, and as such, represents attractive business opportunities. This attraction will increase with the country's likely accession to the EU in the near future.