Ukrainians are rightfully recognized for their remarkable fundraising skills, with enormous sums of money collected in support of the country’s defense since the start of Russia’s full-scale invasion. Mariia Didkovska, the founder and owner of Kyiv French restaurant Citronelle, Saint Bar, and the Open Music in the City charity foundation, is responsible for what must surely qualify as one of Ukraine’s more creative and elegant wartime fundraisers. She has released a limited edition champagne featuring labels illustrated by a selection of contemporary Ukrainian artists, with all profits from sales going to the country’s military medical services.
Didkovska explains that the concept behind her novel champagne initiative first began to take shape during the chaotic initial months of the Russian invasion. Like many other members of the Ukrainian business community at that time, Didkovska was initially focused on providing whatever help she could to the Ukrainian military and the huge numbers of people displaced by the war. However, relying on donations and the goodwill of friends and partners did not seem like a very sustainable approach. “I decided that the best solution would be to create something of genuine value and sell it in order to raise money,” she says.
The “Victoire de la Dignité – Victory of Dignity” project soon began to take shape. The initiative was enthusiastically supported by Didkovska’s partners at France’s Pierre Morlet champagne house. Just a few years earlier, this partnership had seen Citronelle become the first restaurant in the region to boast its own signature champagne. The Pierre Morlet champagne house now once again rose to the challenge, providing three thousand liters of champagne for the limited edition wartime launch.
Each of the 2,388 bottles that are part of the initiative is adorned with a label produced in the champagne region and featuring one of six artworks by contemporary Ukrainian artists. The six participating artists were all specially selected from Kyiv’s contemporary art community and were invited to explore the concept of victory from their own personal perspectives. The fact that all six had remained in Kyiv throughout the war brought added authenticity to their contributions. “We wanted something that could bring the worlds of business and culture together in a meaningful way,” says Didkovska.
The initiative has proved effective, generating at least six million hryvnia by the middle of summer 2024. This money is already being put to good use in support of medical treatment for Ukraine’s defenders and other charitable wartime initiatives.
In addition to raising money for worthwhile causes, Didkovska stresses that the cultural component of the project is also extremely important. “This champagne project is about so much more than just fundraising,” she says. “It is about sharing Ukrainian art and the Ukrainian spirit. Back in 2022 at the start of the war, nobody was taking an interest in culture. But even then I felt very strongly that it was important to talk about art and identity.”
Looking ahead, Ms. Didkovska says she is aiming to expand the reach of the champagne initiative in the coming months and engage more with international audiences. She is currently exploring a range of ideas with colleagues in the United States, Great Britain, and France. Potential formats include diplomatic receptions and cocktail parties in Paris, London, and beyond.
As well as supporting fundraising efforts, Ms. Didkovska hopes international events can help boost Ukraine’s profile and foster greater awareness about the country at a time when the continued support of the international community has never been more important. “Cultural diplomacy is absolutely critical for Ukraine right now,” she says. “During the war, we have found different ways to provide help and express our gratitude to those who defend the freedom of our country. We also draw strength from Ukrainian art, which preserves the cultural identity of the nation and serves as a symbol of hope and communication with the rest of the world. It supports us in our fight for our values. Our champagne diplomacy project is likewise dedicated to introducing the world to Ukraine’s cultural heritage.”