Hey now, hey now – come see what I’ve got!

I’ll swap with anyone, bring whatever you've brought.

Old bottles, old rag-cloths – don’t mind if they’re cheap –

For them I’ll give glittering coral beads to keep!

(Vertep of the village of Turie, 20th c.)

In the second, satirical-folkloric part of the Ukrainian Vertep, there appears the figure of the Tavern Keeper – a sharp-witted, crafty tradesman, embodying earthly shrewdness, human self-interest, and an unquenchable love for barter and bargaining. His character became one of the most beloved and humorous in the folk tradition – a playful caricature of the temptation of profit, the fuss around money, and the eternal desire to benefit from both sides, always seeking a deal.

In the Vertep, he speaks the language of trade: always negotiating, swapping, offering, and calculating. His speech is full of jokes, rhymes, witty remarks, playful blessings – all sprinkled with businesslike charm.

His attire is colorful and distinctive:
a long dark coat or kaftan, a white shirt, waistcoat, and a broad-brimmed black hat. He often has a woolen or hemp beard, and his chest is decorated with strings of beads and trinkets – emblems of his trade. In his hands – a pouch, a cup, or a bottle, since he also represents those who profit from drink.

His movements are lively and animated, his eyes quick and observant, his tongue sharp and witty. This role is usually played by someone skilled in improvisation.

He is the one who collects money “for the carol,” making jokes and encouraging the hosts not to be stingy. He manages the Vertep “treasury,” and his final blessings are often humorous and unforgettable:

I greet you in the Jew’s way:

May your money ever stay,

May your business thrive each day,

May your rooster an egg lay,

May your pig dig up good cheer,

May even the moon warm you, my dear,

May God Himself hold you in His care —

Christ is born, His light to share!

In many modern Vertep versions, this character is sometimes reimagined – replaced by godfathers (kumy) or other contemporary, culturally fitting figures – yet his spirit of lively folk humor lives on.