Refreshment the Russian Way
In honor of Russian president Dmitry Medvedev’s historic visit to the United States, Atlanta-based Coca-Cola North America’s Venturing and Emerging Brands (VEB) operating unit has launched a unique taste of that country in the New York metropolitan area in the form of Krushka & Bochka Kvass. The sweet, malty beverage has been enjoyed in Russia for centuries by the likes of nationally revered poet and novelist Alexander Pushkin, but the version landing on U.S. shores is new. Although based on a traditional recipe, Krushka & Bochka Kvass was developed and introduced just two years ago by Coca-Cola in Russia, where the brand rose to become one the bestsellers in the non-alcoholic fermented beverage category. Available exclusively at New York-area Whole Foods Market locations, Kvass comes in 16.9-ounce resealable bottles. Accompanying its American debut were Russian Cossack dancers entertaining people on the street while samples and coupons were distributed, as well as demos and coupons at Whole Foods stores. For more information, visit www.thecoca-colacompany.com.