Pravda: Americans to Become Used to Drinking Russian Kvass

Bottled Kvas in Russia

Bottled Kvas in Russia

From Pravda.ru:

The famous producer of soft drinks Coca-Cola will sell  kvass under the trademark “Krushka & Bochka” (Mug & Barrel) , which is produced in Russian factories, in the  U.S. , according Bigness.ru.

The start of sales of the famous Russian drink is timed to the visit of Dmitry Medvedev to the country . Kvass will be sold in plastic bottles  of 0,5 liters. The new product can be purchased later this month in stores Whole Foods Market in New York. A bottle of the drink will cost about 2.5 dollars. Coca-Cola began production of kvass in Russia in 2008.

Today, Coca-Cola produces 500 brands of carbonated and still beverages, including Diet Coke, Fanta, Sprite, Coca-Cola Zero, Vitaminwater, Powerade, Minute Maid and Georgia Coffee.

That’s nice to know, but what is kvass anyway? From Wikipedia:

Kvass or kvas (borrowed from Russian квас (kvas) or from Polish kwas (meaning acid) in the 16th century), sometimes called in English a bread drink, is a fermented beverage made from black rye or rye bread  (which contributes to its light or dark colour). By the content of alcohol resulted from fermentation, it is classified as non-alcoholic: up to 1.2% of alcohol, according to the standard of Russia.

It’s still – or again – very popular in Russia, again from Wikipedia:

Although western soft drinks such as Coca-Cola  and Pepsi  previously smothered the commercial sale of kvass in Russia, currently kvass is being marketed as a patriotic alternative to cola, sparking a recent “kvass revival.” For example, the Russian company Nikola (whose name sounds like “not cola” in Russian) has promoted its brand of kvass with an advertising campaign emphasizing “anti cola-nisation.” Moscow-based Business Analytica reported in 2008 that bottled kvass sales had tripled since 2005 and estimated that per-capita  consumption of kvass in Russia would reach three liters in 2008.

The news release from Coca Cola can be found here.

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2 thoughts on “Pravda: Americans to Become Used to Drinking Russian Kvass

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