{"id":14100,"date":"2019-07-11T08:45:12","date_gmt":"2019-07-11T08:45:12","guid":{"rendered":"https:\/\/dd-h.com\/?p=14100"},"modified":"2025-12-10T15:36:31","modified_gmt":"2025-12-10T15:36:31","slug":"obolon","status":"publish","type":"post","link":"https:\/\/staging.dd-h.net\/staging_2026-03\/work\/obolon\/","title":{"rendered":"Obolon"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"14100\" class=\"elementor elementor-14100\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2e8d010a e-con-full elementor-hidden-mobile e-flex e-con e-parent\" data-id=\"2e8d010a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-6e3b0f00 e-con-full e-flex e-con e-child\" data-id=\"6e3b0f00\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-41d46d4e elementor-hidden-mobile elementor-widget elementor-widget-image\" data-id=\"41d46d4e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"2500\" height=\"450\" src=\"https:\/\/staging.dd-h.net\/staging_2026-03\/wp-content\/uploads\/2024\/11\/Obolon-2500x450_1.jpg\" class=\"attachment-full size-full wp-image-14103\" alt=\"\" srcset=\"https:\/\/staging.dd-h.net\/staging_2026-03\/wp-content\/uploads\/2024\/11\/Obolon-2500x450_1.jpg 2500w, https:\/\/staging.dd-h.net\/staging_2026-03\/wp-content\/uploads\/2024\/11\/Obolon-2500x450_1-300x54.jpg 300w, https:\/\/staging.dd-h.net\/staging_2026-03\/wp-content\/uploads\/2024\/11\/Obolon-2500x450_1-1024x184.jpg 1024w, https:\/\/staging.dd-h.net\/staging_2026-03\/wp-content\/uploads\/2024\/11\/Obolon-2500x450_1-768x138.jpg 768w, https:\/\/staging.dd-h.net\/staging_2026-03\/wp-content\/uploads\/2024\/11\/Obolon-2500x450_1-1536x276.jpg 1536w, https:\/\/staging.dd-h.net\/staging_2026-03\/wp-content\/uploads\/2024\/11\/Obolon-2500x450_1-2048x369.jpg 2048w\" sizes=\"(max-width: 2500px) 100vw, 2500px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-10a3e5b3 elementor-hidden-widescreen elementor-hidden-desktop elementor-hidden-laptop elementor-hidden-tablet_extra elementor-hidden-tablet elementor-hidden-mobile_extra e-flex e-con-boxed e-con e-parent\" data-id=\"10a3e5b3\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-2bef7ce e-flex e-con-boxed e-con e-child\" data-id=\"2bef7ce\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-2edffc7f e-con-full e-flex e-con e-child\" data-id=\"2edffc7f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-29cce1e4 elementor-widget elementor-widget-text-editor\" data-id=\"29cce1e4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: bold;\">Client:<\/span>\u00a0Obolon<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4cfae736 industry-service-post elementor-widget elementor-widget-post-info\" data-id=\"4cfae736\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-81fc2cf elementor-inline-item\" itemprop=\"about\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-terms\">\n\t\t\t\t\t\t\t<span class=\"elementor-post-info__item-prefix\">Service:<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-post-info__terms-list\">\n\t\t\t\t<span class=\"elementor-post-info__terms-list-item\">Consumer branding<\/span>, <span class=\"elementor-post-info__terms-list-item\">Strategic management<\/span>\t\t\t\t<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5bdf077b elementor-widget elementor-widget-text-editor\" data-id=\"5bdf077b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Tasks: <\/b>Brand Identity Development (?)<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-407da9f5 elementor-widget elementor-widget-image\" data-id=\"407da9f5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"600\" height=\"600\" src=\"https:\/\/staging.dd-h.net\/staging_2026-03\/wp-content\/uploads\/2024\/11\/Obolon-600.jpg\" class=\"attachment-full size-full wp-image-14101\" alt=\"\" srcset=\"https:\/\/staging.dd-h.net\/staging_2026-03\/wp-content\/uploads\/2024\/11\/Obolon-600.jpg 600w, https:\/\/staging.dd-h.net\/staging_2026-03\/wp-content\/uploads\/2024\/11\/Obolon-600-300x300.jpg 300w, https:\/\/staging.dd-h.net\/staging_2026-03\/wp-content\/uploads\/2024\/11\/Obolon-600-150x150.jpg 150w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4a58bddd elementor-widget elementor-widget-text-editor\" data-id=\"4a58bddd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Obolon\u2019s exquisite beer packaging \u2013 a harmonious fusion of old-world charm and modern innovation. Rich hues of amber and earthy tones come together, reflecting the natural ingredients and the craftsmanship that goes into every batch of <b>Obolon beer<\/b>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1e4fd21b elementor-widget elementor-widget-text-editor\" data-id=\"1e4fd21b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>But it doesn\u2019t end there. The packaging also elegantly conveys the lightness and refreshing nature of our beer. A subtle play of soft lines and ethereal patterns creates a visual symphony that hints at the delightful flavours within.\u00a0The vibrant and inviting visuals evoke a sense of satisfaction, particularly when enjoyed on a hot summer day.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cf1aef8 elementor-widget elementor-widget-text-editor\" data-id=\"cf1aef8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Elevate your beer experience to new heights with <b>Obolon Light Beer<\/b> \u2013 the perfect companion for any occasion. Cheers to unforgettable beer moments!<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5a545761 elementor-hidden-mobile e-flex e-con-boxed e-con e-parent\" data-id=\"5a545761\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-5e4db6fa e-flex e-con-boxed e-con e-child\" data-id=\"5e4db6fa\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-7b97b02f e-con-full e-flex e-con e-child\" data-id=\"7b97b02f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6c2a915e elementor-widget elementor-widget-text-editor\" data-id=\"6c2a915e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: bold;\">Client: <\/span>Obolon<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-71da7458 industry-service-post elementor-widget elementor-widget-post-info\" data-id=\"71da7458\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-81fc2cf elementor-inline-item\" itemprop=\"about\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-terms\">\n\t\t\t\t\t\t\t<span class=\"elementor-post-info__item-prefix\">Service:<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-post-info__terms-list\">\n\t\t\t\t<span class=\"elementor-post-info__terms-list-item\">Consumer branding<\/span>, <span class=\"elementor-post-info__terms-list-item\">Strategic management<\/span>\t\t\t\t<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3841ed3f elementor-widget elementor-widget-text-editor\" data-id=\"3841ed3f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Tasks: <\/b>Rebranding, Packaging design<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3d6408e9 elementor-widget elementor-widget-text-editor\" data-id=\"3d6408e9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Obolon\u2019s exquisite beer packaging \u2013 a harmonious fusion of old-world charm and modern innovation. Rich hues of amber and earthy tones come together, reflecting the natural ingredients and the craftsmanship that goes into every batch of Obolon beer.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-709a0e5d elementor-widget elementor-widget-text-editor\" data-id=\"709a0e5d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>But it doesn\u2019t end there. The packaging also elegantly conveys the lightness and refreshing nature of our beer. A subtle play of soft lines and ethereal patterns creates a visual symphony that hints at the delightful flavours within.\u00a0The vibrant and inviting visuals evoke a sense of satisfaction, particularly when enjoyed on a hot summer day.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-38a622d elementor-widget elementor-widget-text-editor\" data-id=\"38a622d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Elevate your beer experience to new heights with Obolon Light Beer \u2013 the perfect companion for any occasion. Cheers to unforgettable beer moments!<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5d0921eb e-con-full e-flex e-con e-child\" data-id=\"5d0921eb\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-4f1baec7 e-con-full image-portfolio e-flex e-con e-child\" data-id=\"4f1baec7\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-73989266 elementor-widget elementor-widget-image\" data-id=\"73989266\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1200\" height=\"1200\" src=\"https:\/\/staging.dd-h.net\/staging_2026-03\/wp-content\/uploads\/2024\/11\/Obolon-1200.jpg\" class=\"attachment-full size-full wp-image-14102\" alt=\"\" srcset=\"https:\/\/staging.dd-h.net\/staging_2026-03\/wp-content\/uploads\/2024\/11\/Obolon-1200.jpg 1200w, https:\/\/staging.dd-h.net\/staging_2026-03\/wp-content\/uploads\/2024\/11\/Obolon-1200-300x300.jpg 300w, https:\/\/staging.dd-h.net\/staging_2026-03\/wp-content\/uploads\/2024\/11\/Obolon-1200-1024x1024.jpg 1024w, https:\/\/staging.dd-h.net\/staging_2026-03\/wp-content\/uploads\/2024\/11\/Obolon-1200-150x150.jpg 150w, https:\/\/staging.dd-h.net\/staging_2026-03\/wp-content\/uploads\/2024\/11\/Obolon-1200-768x768.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-60bbd6bd e-flex e-con-boxed e-con e-child\" data-id=\"60bbd6bd\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4787c822 elementor-widget elementor-widget-gallery\" data-id=\"4787c822\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;gallery_layout&quot;:&quot;masonry&quot;,&quot;columns&quot;:1,&quot;gap_widescreen&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;columns_widescreen&quot;:1,&quot;columns_laptop&quot;:1,&quot;columns_tablet_extra&quot;:1,&quot;columns_tablet&quot;:1,&quot;columns_mobile_extra&quot;:1,&quot;columns_mobile&quot;:1,&quot;gap&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;gap_laptop&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;gap_tablet_extra&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;gap_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;gap_mobile_extra&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;gap_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;content_hover_animation&quot;:&quot;fade-in&quot;}\" data-widget_type=\"gallery.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-gallery__container\">\n\t\t\t\t\t\t\t<div class=\"e-gallery-item elementor-gallery-item elementor-animated-content\">\n\t\t\t\t\t<div class=\"e-gallery-image elementor-gallery-item__image\" data-thumbnail=\"https:\/\/staging.dd-h.net\/staging_2026-03\/wp-content\/uploads\/2024\/11\/Obolon-1200x630_1.jpg\" data-width=\"1200\" data-height=\"630\" aria-label=\"\" role=\"img\" ><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-69ac4d7 e-flex e-con-boxed e-con e-parent\" data-id=\"69ac4d7\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-7fe67b5 e-con-full e-flex e-con e-child\" data-id=\"7fe67b5\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-413a58a elementor-widget__width-inherit title-header e-transform elementor-widget elementor-widget-heading\" data-id=\"413a58a\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_transform_scale_effect_hover&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:1.020000000000000017763568394002504646778106689453125,&quot;sizes&quot;:[]},&quot;_transform_scale_effect_hover_widescreen&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_scale_effect_hover_laptop&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_scale_effect_hover_tablet_extra&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_scale_effect_hover_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_scale_effect_hover_mobile_extra&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_scale_effect_hover_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" 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Obolon\u2019s exquisite beer packaging \u2013 a harmonious fusion of old-world charm and modern innovation. Rich hues of amber and earthy tones come together, reflecting the natural ingredients and the craftsmanship that goes into every batch of Obolon beer. But it doesn\u2019t end there. The packaging also elegantly conveys the [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":14101,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"footnotes":""},"categories":[1,233],"tags":[],"class_list":["post-14100","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consumer-branding","category-strategic-management"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Obolon - DDH TEST<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Obolon - DDH TEST\" \/>\n<meta property=\"og:description\" content=\"Client:\u00a0Obolon Tasks: Brand Identity Development (?) Obolon\u2019s exquisite beer packaging \u2013 a harmonious fusion of old-world charm and modern innovation. Rich hues of amber and earthy tones come together, reflecting the natural ingredients and the craftsmanship that goes into every batch of Obolon beer. But it doesn\u2019t end there. 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Obolon\u2019s exquisite beer packaging \u2013 a harmonious fusion of old-world charm and modern innovation. Rich hues of amber and earthy tones come together, reflecting the natural ingredients and the craftsmanship that goes into every batch of Obolon beer. But it doesn\u2019t end there. 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