Following the criticism, “Zhyvchik” will keep both the old and new designs on sale
“Zhivchik” announced this on Instagram on 8 June.
Following criticism of the redesign, the “Zhivchik” brand has decided to keep both versions of the packaging on sale.
The company announced that it would continue to produce drinks in both modern and classic designs.
“We are continuing to produce both versions – in modern and classic designs,” the brand stated.
What happened with the redesign
At the end of May, “Zhivchik” announced an update to the bottle shape and label design.
The brand explained the changes by saying that the drink had “grown up” alongside its consumers and needed a more modern look.
However, the redesign was met with sharp criticism on social media. Users wrote that the new label had lost the brand’s recognisability and character.
The font sparked a separate debate, with some users describing it as “Russian”. Following this, the manufacturer stated that it would replace the fonts on the updated packaging and in advertising materials.
What the brand decided
Following the criticism, “Zhivchik” did not completely abandon the new design.
Instead, the company opted for a compromise: to keep both the modern and classic versions of the packaging in production.
This means that shoppers will be able to see both the updated bottle and the familiar design, which has been associated with the brand for many years, on the shelves.
The company emphasised that regardless of the design, the taste of the drink remains unchanged.
What is known about the manufacturer
The owner and manufacturer of the “Zhivchik” brand is PJSC “Obolon”.
It is one of the largest Ukrainian producers of beer, low-alcohol and non-alcoholic beverages, with entirely Ukrainian capital. The company’s president is Oleksandr Slobodyan.
The first test batch of “Zhivchik” was produced in autumn 1999, and the drink was launched on the market in January 2000.
Obolon’s products, including the “Zhivchik” range, are produced at the main plant in Kyiv and at the company’s regional facilities. The drinks are exported to dozens of countries.
According to Forbes Ukraine, PJSC “Obolon” reported revenue of 13.74 billion UAH for 2025.
Following criticism, the brand decided to keep both versions of the packaging on sale – the old and the new.
In this way, the company is effectively attempting to emerge from a reputational crisis without a complete reversal of the rebranding: the modern design is retained, but the classic label also remains for consumers.
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