I swear, I must be the only non-Russian who likes to drink kvass. After walking around Moscow on a warm summer day, there’s really nothing better than a cold mug of kvass (alright, maybe a beer). The Coca-Cola Company recently announced its intention to break into the kvass market:
In the booming consumer market that is today’s Russia, kvass is the kind of phenomenon that Western soda producers can no longer ignore. Enter Coca-Cola Co., which recently announced plans to begin making kvass in Russia.
The Atlanta-based soft drink giant isn’t sure where in Russia it will locate production or what its marketing
strategy will be, says Vladimir Kravtsov, Coca-Cola’s spokesman in Russia. But it has a name for its version of kvass, Mug and Barrel, and it has a recipe that tested well among kvass drinkers in the Volga River city of Samara this summer, Kravtsov says.
“Our launch of kvass in Russia will be in March or April of next year,” he said. “The kvass segment of the Russian beverage market is the fastest-growing segment. The combination of a traditional Russian recipe and the high quality of Coca-Cola will be positive synergy.”
Somehow, I doubt the babushkas manning the yellow kvass tanks are worried.