The kvas segment is the fastest-growing in the Russian soft drinks market. The poster at this anti-globalization rally reads: "Drink Russian kvas! The Coke swill is not for us!"
Photo: Valery Titievsky
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Coca-Cola in Search of Partner to Bottle Kvas
Coca-Cola is planning to set up the production of the traditional bread drink kvas in Russia. The company has approached Efes, Sun Interbrew and Borodino to bottle the drink at their plants. In 2005, PepsiCo started baking “sukhariki”, Russian rusks, following a new craze of producing traditional Russian food.
Several market participants informed Kommersant of Coca-Cola’s plans to set up kvas production. The company is in talks with beer and kvas producers to bottle kvas at their plants as Coca-Cola’s Russian plants do not have the necessary equipment, sources of Kommersant say. The American company is reputed to negotiate the deal with Efes, Sun Interbrew, Borodino and Polyustrovo. If the venture is a success, Coca-Cola may set up its own kvas production.
Efes did not confirm the news Thursday, saying they had been discussing the kvas production with Coca-Cola late last year. The talks have not brought any results, Efes Russia’s PR manager Kirill Ustinov told Kommersant. Coca-Cola would not comment on the reports.
Although some experts say that Russians will only laugh at the name of “Coca-Cola’s kvas”, the market of the traditional bread drink is more than promising – 46-percent growth last year, the largest in the soft drink market. The kvas market reached $215 million in money terms in 2006, and analysts predict this upward trend to continue.
Last summer PepsiCo set up the production of sukhariki, Russian rusks, and Lays with mushroom and sour cream flavor. International companies’ growing attention to traditional Russian food clearly indicates that the Russian market has become a priority.
www.kommersant.com
All the Article in Russian as of Feb. 02, 2007
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