Brewer Nazar Drebot and founders of The restaurant family Valerii Sozanovskyi and Volodymyr Volodarskyi decided to set up a brewery that would change the perception of craft beer in Ukraine. For that, the brand fathers established the country's first facility to produce beer with the top-tier US-made equipment from American Beer Equipment.
Our analysis of the market revealed that all craft beer brands had a wild, vintage, eccentric style. They all looked striking but overall similar. We needed to stand out from the crowd and highlight the groundbreaking and technologically advanced nature of our product.
We thought: ‘What is craft beer about? Is it flashy art and vintage style? No, it is about skill rooted in technology and innovation. Consider Apple or Tesla. They make products that are as craft as any, don't they?’
This is how we decided to emphasize the futuristic character of our product a set out to make the beer of the future.
The naming idea was inspired by the founders' other businesses: The Burger, The Cake, The Bar, and The Code. We took the definite article, found out its every letter's number in the alphabet and there it was — 2085, a perfect name for what we believed to be the beer of the future.
Product is king. We went with a minimalistic, laconic, and practical design that would not distract from the product while staying consistent with the concept and making our product stand out from among other beer cans. We also picked a contrasty red colour for the name, which we made the dominant element in the frame.
2085 came to be during the quarantine. It was only natural that the brand's first communication would be the Isolation project. The founders launched a 24-hour-long livestream, during which they brewed a variety of beer styles and introduced the audience to the approach and technology.
2085 has recently turned one. Over this year, our craft beer of the future earned its place among the Ukrainian HoReCa's finest products, set up a dedicated location at Platforma Art-Zavod, and made its way to the shelves of Silpo, GoodWine, and other shops. The brand is thriving, attracting increasingly more fans, and continuing to bring Ukrainian craft beer to a new level.
CRAFT BEER COMPANY
head brewer, partner — Nazar Drebot
partner — Vladimir Volodarsky
partner — Valery Sozanovsky