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During war in Ukraine, 8.2 million Ukrainians were forced to seek refuge abroad, and Lithuania
became a place where about 42,000 Ukrainian refugees found a home.
Due to these circumstances, Ukrainian entrepreneur Andriy Khudo decided to expand his business
to international markets. Khudo, the owner of the !FEST Holding restaurant group, opened the first bar in the centre of Lithuania, part of the "Piana Vyshnia" chain, specialising in cherry liqueurs.
Andriy Khudo opened his first two locations in Lviv in 2007 and gradually expanded them throughout Ukraine, where he has 34 locations.
The bar is primarily aimed at tourists and women. "The liqueur was so delicious that no woman, regardless of age, could resist its taste. Friends who gathered to gossip about boyfriends always tasted alcohol," said the Ukrainian holding company that owns the brand.
Today, this favourite drink has more than 60 outlets in 9 countries and 39 cities, including Vilnius. In
the Lithuanian capital, Drunken Cherry has become very popular due to its unique taste and atmosphere. In addition to business, Ukrainian entrepreneurs have also brought cultural exchange, giving the locals new experiences and tastes.
"Ukrainians brought the rich gastronomic heritage of Ukraine to Vilnius. Each dish is a long-standing Ukrainian tradition, so this cuisine is interesting for locals and tourists alike. Speaking of our famous Lviv concept bar Piana Vyshnia, it is hard to pass by without paying attention, so Piana Vyshnia definitely deserves a place on the entertainment map of Vilnius," says Khrystyna Vovk, manager of Piana Vyshnia.
Choosing a location
Even before the war, the chain entered the Polish market with the concept of Piana Vyshnia, where
there was already a strong Ukrainian minority. Two years ago, another 1.2 million Ukrainians arrived in Poland, which is why Piana Vyshnia continues to gain popularity.
Later, the brand spread to Hungary, Romania, Moldova, Latvia and Estonia, but its appearance in
Lithuania and its capital, Vilnius, has only recently come. This may be due to the large amount of work and the significant amount of money that awaits those who want to become the owner of a "Piana Vyshnia" franchise.
The one-time licence fee is €20,000, and then the owner of the establishment pays a royalty of two
per cent of sales, according to the "Piana Vyshnia" website.
The advert claims that the group invests its own capital in each franchise. The advantage of the
"Piana Vyshnia" concept is the easy scalability of the business, which adapts
to any space and offers a trivial product, so staff training is not difficult.
"To open a franchise, it is recommended to choose a location with a large flow of people," Taras Maselko, Head of PR at !FEST Holding, told Ain Business. This is exactly what happened with the "Piana Vyshnia" in Vilnius, located on one of the main streets of the city - Vilniaus g. 17, - this street always attracts a large number of people, so the bar has a constant flow of customers. You can see this when you walk past the bar: you can always see huge queues stretching from the cash register inside the establishment to the street.
It is also important for the "Piana Vyshnia" franchise that the establishment is not located in the
basement, as it is important to be able to leave the establishment with a glass of cherry and enjoy the beautiful view of the city. The location of the "Piana Vyshnia"in Vilnius perfectly meets these requirements and criteria.
Competition and cooperation:
Ukrainian restaurants in Vilnius face a lot of competition, but they do their best to make guests feel
the Ukrainian hospitality and find their favourite dish or drink in the establishment. This shows that not only business aspects are important to them, but also socio-cultural relationships.
"Restaurant owners do everything they can to ensure that guests can experience Ukrainian hospitality, and everyone will find their favourite dish or drink in the restaurant. Therefore, in my opinion, these are not only business, but also projects with a deep social meaning," says Khrystyna Vovk.
When it comes to adapting to local tastes, Ukrainian establishments usually stay true to their
authenticity, which impresses locals and tourists alike. This becomes not only a challenge but also an opportunity to deepen cultural exchange between nations and expand gastronomic horizons.
"It's hard to pass by this place without being distracted for a moment: the beautiful interior, visible through large windows, attracts the attention of passers-by, the blues coming from the speakers and the friendly service. The first thing that catches your eye when you enter the bar is the unusual decorations: in the corners of the spacious room you can see a ceiling and chandeliers made of bottles. All of them are illuminated in ruby colour, which enhances the delight and perfectly helps to express the theme of the product. Our guests liked the wonderful tincture on selected cherries and the atmosphere," says Khrystyna Vovk, manager of "Piana Vyshnia"
Supply and cooperation:
According to the manager of "Piana Vyshnia", the drink is popular due to its unique recipe based
on cherries and tincture from Ukraine. However, to support the local economy, they also work with Lithuanian suppliers, which underscores their commitment to community development and supporting local businesses.
"We have a Lithuanian supplier of natural cherry juice, which is also very tasty. We are very pleased with the cooperation." - Khrystyna Vovk on Lithuanian suppliers
The journey of the Ukrainian drink "Piana Vyshnia"from Lviv to Vilnius is not only a business success
story, but also an example of how cultural exchange and cooperation can turn an old recipe into an international phenomenon. In a world where globalisation and internationalisation are becoming the norm, "Piana Vyshnia"is an example of how deep cultural ties can turn into a delicious and hospitable project that brings people together around the table.