Encyclopedia of Marketing. Who wins? Review of the Moscow soft drink market List of soft drink brands

Everyone knows that drink- This is nothing more than a liquid intended for drinking. The basis of most drinks consumed by humans is water. It is itself a drink and is consumed both in pure and in carbonated or mineralized form (both extracted from natural mineral sources and with additions). Drinks are usually divided into three large groups - alcoholic drinks, carbonated drinks And soft drinks.

Alcoholic drinks are drinks containing at least 1.5% ethyl alcohol obtained from alcoholic, carbohydrate-containing raw materials. Since ancient times, they were prepared by fermentation (fermentation is the metabolic breakdown of nutrient molecules, such as glucose, that occurs without the participation of oxygen). Alcoholic drinks include:
Wine- an alcoholic drink obtained by complete or partial alcoholic fermentation of grape juice.
Beer- a low-alcohol drink produced by alcoholic fermentation of malt wort using brewer's yeast, usually with the addition of hops.
Cider- a low-alcohol drink, usually champagne, obtained by fermenting apple, less often pear or other fruit juice without adding yeast.
Mead- an alcoholic drink made from water, honey and yeast with various flavorings.

Cider

Mead

Another large subgroup of alcoholic beverages consists of the so-called spirits. Spirits prepared using distillation apparatus, distillation column apparatus or other methods of increasing strength without the involvement of microorganisms. Strong alcoholic drinks include:
Absinthe- an alcoholic drink, the most important component of which is bitter wormwood extract, the essential oils of which contain a large amount of thujone.
Brandy- an alcoholic drink, a general term for the products of distillation of grape wine, fruit or berry mash.
Calvados- apple or pear brandy, obtained by distilling cider, from the French region of Lower Normandy.
Whiskey- aromatic alcoholic drink obtained from various types grains using the processes of malting, distillation and long-term aging in oak barrels.
Vodka- a colorless aqueous-alcohol solution with a characteristic odor. The strength of vodka can be different: 40.0-45.0; 50.0 or 56.0% vol.
Grappa- Italian grape alcoholic drink. It is made by distilling grapes after pressing them during the wine making process.
Gin- is made by distilling wheat alcohol with the addition of juniper, which gives gin its characteristic taste.
Cognac- produced from certain grape varieties using special technology.
Liquor- aromatic, usually sweet alcoholic drink from alcoholized fruit and berry juices, infusions of fragrant herbs with the addition of roots and spices.
Rum- made by fermentation and distillation from by-products of sugar cane production, such as molasses and cane syrup.
Moonshine- produced by distillation through home-made or factory-made apparatuses of an alcohol-containing mass (mash) obtained as a result of the fermentation of sugar syrup, candied cereals, potatoes, beets, fruits or other products containing sugar and candied starch substances.
Tequila- made from the core of the blue agave (asparagus family), a traditional plant for Mexico, by distillation.

Absinthe

Calvados

Grappa

Rum from Jamaica

Tequila

The second large group of drinks - carbonated- These are drinks saturated with carbon dioxide. They, in turn, are divided into two subgroups: carbonated drinks produced by fermentation (for example, champagne or sour cabbage soup) and carbonated drinks produced using modern technology (cola, tonic, carbonated lemonade, sparkling water).
Champagne- sparkling wine produced in the French region of Champagne from established grape varieties using the method of secondary fermentation of wine in a bottle.
Sour cabbage soup (sour shti)- an ancient Russian honey-malt highly carbonated soft drink. The main technological difference from kvass is the infusion of the original wort and further fermentation in sealed bottles.
Drink cola- a type of carbonated, sugary drink that often contains caffeine. The name comes from kola nuts, which were originally used by beverage manufacturers as a source of caffeine.
Tonic(from the English tonic - tonic) - a bitter-sour non-alcoholic carbonated drink. Often used to dilute alcoholic beverages, especially gin, and prepare cocktails.

Tonic water is often used to dilute spirits, especially gin.

And finally, the third major group of drinks - the so-called soft drinks. Like carbonated drinks, they contain no alcohol, but also virtually no carbon dioxide. These drinks include:
Kvass- a traditional Slavic sour drink, which is prepared on the basis of fermentation from flour and malt (wheat, barley) or from dry rye bread, sometimes with the addition of fragrant herbs, honey, wax; also prepared from beets, fruits, berries.
Compote(French compote) - a dessert drink made from fruits or berries, or a decoction of fruits in syrup, as well as a mixture of dried fruits or dried berries and fruits, or canned fruit or berries.
Morse- a non-carbonated soft drink traditional for Russian cuisine, which, as a rule, is prepared from wild northern berries, mainly lingonberries and cranberries.

Cranberry juice

Also classified as non-alcoholic drinks are various juices from fruits, berries and vegetables, or drinks with their addition. Birch sap is also common in Russia.

A large subgroup of soft drinks consists of - milk drinks, i.e. drinks based on milk, mainly cow's milk:
Self milk.
Kefir- a fermented milk drink made from whole or skim cow's milk by fermented milk and alcohol fermentation using kefir “fungi” - a symbiosis of several types of microorganisms: lactic acid streptococci and rods, acetic acid bacteria and yeast (about two dozen in total). Homogeneous, white, possible slight release of carbon dioxide.
Katyk- a fermented milk drink common among the Turkic peoples and in Bulgaria. It is made from natural milk by fermenting it with special bacterial cultures. What distinguishes katyk from all other types of curdled milk is that it is prepared from boiled milk, which ensures a higher fat content.
Ayran- a type of Turkic fermented milk drink based on katyk or a type of kefir among the Turkic, North Caucasian, South Caucasian and Balkan peoples. In different languages ​​and among different peoples, the exact meaning of the name and the cooking technology differ slightly, but the common thing is that it dairy product, obtained using lactic acid bacteria. At the same time, among settled peoples it is liquid and quenches thirst well, while among nomadic peoples it is thick like liquid sour cream, which is very convenient for storage and transportation. However, to quench thirst, thick ayran requires dilution with water, milk or kumis.

Fresh ayran (Istanbul, Türkiye)

Acidophilus- a fermented milk product that is made by fermenting pasteurized cow's milk with the help of special bacteria (bacillus acidophilus, kefir grains, lactic streptococcus).
Liquid yogurt. Yogurt is a fermented milk product with a high content of skim milk substances, produced by fermentation with a protosymbiotic mixture of pure cultures - Bulgarian bacillus and thermophilic streptococcus. It is allowed to add food additives, fruits, vegetables and their processed products
Ryazhenka- a fermented milk drink made from baked cow's milk by lactic acid fermentation. Fermentation is carried out with thermophilic lactic acid streptococci and pure cultures of Bulgarian bacillus, fermented for 3-6 hours. It has a yellowish-brownish tint and a traditional fermented milk taste. In fact, it is a type of unflavored yogurt.

Ryazhenka

Of course, these are not all existing types of non-alcoholic milk drinks, but the most famous and widespread. In addition, it should be noted that although dairy drinks are classified as non-alcoholic, there are also alcoholic drinks based on milk. This is, for example, kumiss(prepared from mare's milk, may contain 5-6% alcohol or bilk(an alcoholic drink from the Abashiri Brewery on the island of Hokkaido (Japan), which is a beer made from milk).

Kumis

Previously, we talked about drinks that, as a rule, are drunk chilled or at least not heated. But we all know hot drinks, which can be either non-alcoholic (most of them) or alcoholic. These include:
Cocoa- a drink that necessarily includes cocoa (ground seeds of the cocoa plant (chocolate tree)), as well as milk (or water) and sugar. The drink is usually non-alcoholic. In the modern world, there are two main types of drink: hot chocolate and regular cocoa, which is boiled in water or milk from cocoa powder.
Tea- a drink obtained by boiling, brewing and/or infusing a leaf of a tea bush, which is previously prepared in a special way.
Hibiscus- a sweet-sour-tasting tea drink of bright red or burgundy color, made from dried bracts of Sudanese rose flowers from the Hibiscus genus.

Hibiscus

Coffee- a drink made from roasted seeds (grains) of several species of plants belonging to the genus Coffee (Coffea) of the Madder family.
Mate- a tonic drink with a high content of mateine, prepared from dried crushed leaves and young shoots of Paraguayan holly. An integral part of the culture of Argentina and a number of neighboring countries in South America.

This is how it is customary to drink brewed mate drink

Mulled wine- a hot alcoholic drink based on red wine, heated to 70-80 degrees with sugar and herbs (spices). Traditionally used in Austria, Germany, Switzerland and the Czech Republic at Christmas markets and holidays held in the open air.
Sbiten- an ancient East Slavic drink made from water, honey and spices, which often included medicinal herbal preparations. Hot sbiten has a warming and anti-inflammatory effect, so they drank it mainly in winter period. True, cold sbiten was an equally popular drink when quenching thirst in a bathhouse or on a hot day in the summer.

Sbiten is an ancient East Slavic drink made from water, honey and spices, which often included medicinal herbs

Hot decoctions- a liquid dosage form, which is an aqueous extract from medicinal plant materials by boiling in water and infusing. They also have a similar property infusions without boiling in water.

St. John's wort decoction

Alcoholic drink with a strength of 25 to 51 vol. used as an aperitif before meals. Anise tincture is made by infusing anise seeds with vodka. During the aging process, anise releases its essential oils into the drink. This drink appeared on the modern territory of Russia and Europe in the 16-17 centuries. along with caravans of spices from Far East. Thanks to its unique aroma, it was used in baking and, of course, in the production of vodka.

Arak

English arak or araq
A alcoholic drink, strength from 30 to 60 vol. widespread in the East, Central Asia, Europe, India, on the islands of Sri Lanka and Java. The prerequisite for the creation of arak was the need for beneficial use of grape products. Nowadays, depending on the region, arak is made from rice, grapes, figs, dates, molasses, plums and other fruits.

Armagnac

fr. aygue ardente- water of life
Alcoholic drink with a strength of 55-65 vol. in taste and appearance it is very close to cognac. It is produced in the southeastern part of France in the province of Gascony. By origin, Armagnac is almost 100 years older than cognac. It was first mentioned in the 15th century. The production of Armagnac is very similar to the production technology of Cognac. The only differences are in the distillation process.

Balm

Greek balsamon - remedy
Alcoholic drink with a strength of 40-45 vol. (some up to 65 vol.), infused with medicinal herbs, is used exclusively for medicinal and preventive purposes. Traditionally, the balsam has a brown color due to a variety of herbs, roots and fruits.

Benedictine

fr. Benedictine- blessed
And an alcoholic drink based on a collection of about 27 types of herbs, honey and locally produced cognac, with a strength of 40-45 vol., belonging to the class of liqueurs. This drink first appeared in 1510 in France at the monastery of St. Benedict in the Abbey of Fecamp. The created drink included about 75 types of herbs. However, the original recipe for Benedictine has been lost. The drink was revived with some improvements in 1863.

Brandy

It’s difficult to put into words “ brandy» a specific drink, rather it is a method of its production. We can say that brandy is concentrated wine. Initially, it was supposed to be diluted with water before drinking, but the drink turned out to be so good that over time it became an independent product of wine distillation.

Bourbon

English Bourbon
The original American alcoholic drink is a type of whiskey, but is made from corn. The strength of the drink is 40-45 vol., but most often the drink has 43 vol. This drink first appeared in the late 18th – early 19th centuries. in the small town of Paris, Kentucky. The drink was named after the region of the same name in the Bourbon state, in which the founding city is located. During the Civil War, bourbon was issued to soldiers as an antiseptic for washing wounds.

Vermouth

German wermuth- wormwood
An alcoholic drink flavored with herbs, spices and medicinal herbs with a strength of 15 to 20 vol. Belongs to the class of fortified wines. The recipe for making vermouth was first mentioned in sources of the 10th-9th centuries. BC in the works of Hippocrates. The first mass production began in 1786 in Turin by winemaker Antonio Benedett Capran. At that time, exclusively white wines were used as the basis of the drink, but now any wine is used.

Wine

lat. Vinum
An alcoholic drink created as a result of the natural fermentation of grapes or any other fruit juice. The strength of the wine after fermentation is 9-16 vol. When making fortified wines, high strength is achieved by diluting the wine with alcohol to the desired percentage. Wine is the most ancient drink. There are many legends of the first appearance of the drink, which are reflected in the epics of Ancient Greek, Ancient Roman and Persian mythology.

Whiskey

Celt. uisge baugh– water of life
A strong alcoholic drink (40-60 volume), obtained by distilling malted grains of wheat, barley and rye. It is not possible to determine exactly where the drink originated. The dispute is between two countries – Ireland and Scotland. However, the first mentions were preserved in Scottish documents from 1494. These are records of the monks who first produced the drink. From the moment of its appearance until the 17th century. Whiskey was produced on a national scale by virtually every farmer, jeopardizing the production of sufficient bread for the population.

Cherry liqueur

eng. cherry liqueur
An alcoholic drink infused with cherry fruits and leaves based on grape brandy with added sugar. The strength of the drink is 25-30 vol. Cherry liqueur was invented in England by Thomas Grant from the town of Kent. The liqueur was made from one variety of black cherries - morel. However, now almost all varieties are used. In addition to England, cherry liqueurs are also produced in Germany, France and Switzerland.

Still water

Liquid, odorless and tasteless in small volumes, colorless under normal conditions external environment. Contains dissolved mineral salts and various chemical elements. It has a vital function in the development and functioning of the human body. Still water acts as a universal solvent, thanks to which all biochemical processes occur.

Sparkling water

This is natural mineral or drinking non-carbonated water enriched with carbon dioxide (CO2), flavored and sweetened to increase its shelf life. Due to carbon, carbonated water is purified from possible microbes. Filling water with carbon dioxide is carried out on a special industrial equipment. There are three types of sparkling water based on the level of carbon dioxide saturation.

Vodka

An alcoholic drink that is colorless and has a characteristic alcoholic odor. This is the most common drink in the world. In most countries, vodka is used as a neutral alcohol to create cocktails; in Slavic countries and post-Soviet countries it is consumed as an independent drink. The strength in different countries can vary from 32 to 56 vol., it all depends on the government documents regulating the production of vodka.

Mulled wine

German glühender Wein– hot, flaming wine
This is a very tasty alcoholic hot drink, the basis of which is red wine, heated to 70-80°C with sugar and spices. It is traditionally consumed in Switzerland, Germany, Austria and the Czech Republic during mass Christmas celebrations.

Gogol-mogol

English hoog-mug– mishmash
A soft drink based on raw chicken eggs and sugar. Belongs to the dessert class. There are several legends from different countries where eggnog originated. So in Germany, the creation of eggnog is attributed to pastry chef Manfred Kekenbauer. In Poland - to the singer of the choir at the synagogue in the city of Mogelev, Gogel, who, having lost his voice, took the advice to drink a scrambled raw egg. Subsequently, various ingredients were added to the main components, creating more and more new variations of the drink.

Grappa

Italian Grappa– grape pomace
An alcoholic drink produced by distilling grape pomace. It belongs to the class of brandy and has a strength of 40-50 vol. In accordance with the international decree of 1997, only those drinks that are produced on Italian territory and from Italian raw materials can be called grappa. This decree also strictly regulates the quality of the drink and the standards for its production.

Grog

English grog
An alcoholic drink based on rum or cognac, diluted with hot water with the addition of sugar, lime or lemon juice, as well as spices: cinnamon, vanillin, coriander, nutmeg and others. Grog is a truly sea drink. It was first used in the 18th century. after Admiral Edward Vernon ordered the rum to be diluted with water due to the excessive infatuation of sailors with it.

Gin

A English alcoholic drink originally from the Netherlands. Gin production began in the mid-17th century. in the Netherlands, and after the “Glorious Revolution” it spread to England. Over time, the process of making gin has remained virtually unchanged. Its main component is wheat alcohol, which, through the process of vertical distillation and the addition of juniper berries, acquires its unique dry taste.

Julep

Arab. julab– rose water
A chilled cocktail whose main ingredient is fresh mint. The following components are used in its preparation: alcoholic drinks, syrups, table mineral water, fresh fruits and berries. Initially, julep, like water with sugar, was used to dilute bitter medicines, mixtures and tinctures in it.

Calvados

fr. Calvados
An alcoholic drink based on pear or apple cider, produced in the French province of Basse-Normandie. The drink belongs to the brandy class and has a strength of 40-50 vol. Only drinks produced in the French departments of Calvados (74% of total Calvados production), Orne, Manche, Er, Sarthe and Mayenne can be called Calvados.

Cocoa

lat. theobroma cacao- food of the gods
A tonic and aromatic non-alcoholic drink based on milk or water, cocoa powder and sugar. The ancient Aztec tribes began to use cocoa powder for the first time (about 3000 years ago). Only men and shamans enjoyed the privilege of drinking this drink. Ripe cocoa beans were ground into powder and diluted with cold water, and hot pepper, vanilla and other spices were added.

Cachasa

port. cachaca
An alcoholic drink made by distilling sugar cane. The strength of the drink can vary from 38 to 54 vol. Cachaça is the national drink of Brazil, and its production is strictly regulated by law. The word cachaca is a common noun of the commercial name of the drink in Brazil. Thus, in the state of Rio Grandido, cachaca is included in the food basket of citizens.

Kvass

A low-alcohol drink produced by incomplete fermentation of milk or bread sourdough. The strength of the drink does not exceed 2.6 vol. Kvass is traditionally made by Slavic peoples. According to the international classification, kvass belongs to the category of beer; in Russia and Ukraine it is also considered an independent drink.

Kefir

from tour kef- health
A nutritious drink obtained from milk by fermentation of lactic acid bacteria: rods, streptococci, yeast, acetic bacteria and about 16 other species. Their number must be at least 107 per liter. The drink has a white color, uniform texture, sour milk smell and a small proportion of carbon dioxide. Kefir is most widespread among residents of Slavic countries and the Middle East.

Kissel

A sweet dessert drink with a jelly-like structure. It is prepared on the basis of fruit and berry compotes, uzvar, juices, syrups, milk, jam diluted in water with the addition of corn or potato starch, as well as grain starter. The jelly contains sugar as a sweetener.

Cobbler

English cobbler- tavern owner, brewer
A cocktail dessert drink consisting of a variety of fruits, syrups, juices, alcoholic beverages and crushed ice. Cobbler was first prepared in America in 1809. It was made by a tavern owner as a sign of reconciliation after a quarrel with his wife, which made her absolutely delighted, and the whole world received a new drink.

Cocktail

English cock's tail– rooster tail
A drink obtained by mixing (mixing) various alcoholic and non-alcoholic drinks. The volume of one serving of cocktail does not exceed 150 ml. Also, the cocktail recipe clearly states the proportions of the components, the violation of which can irreparably spoil the drink or lead to the creation of a new type of it.

Cola

lat. cola
A tonic sweet carbonated drink that contains caffeine. The drink got its name from kola nuts, which were used in the original recipe as a source of caffeine. The drink was first produced by the American chemist John Stith Pemberton in 1886 as a medicinal syrup. The drink was sold in 200 ml portions. in pharmacies as a remedy for “nervous disorders”. After some time, the drink began to be carbonated and sold in vending machines.

Compote

fr. compote- make up, mix
A dessert non-alcoholic drink made from one type or a mixture of fruits and berries based on water and sugar. Compote is prepared from fresh, frozen or dried ingredients. This drink is very popular chilled in the summer, and in cold weather compotes go well warm as a source of vitamins. Compotes are also prepared for the winter for future use.

Cognac

fr. cognac
An alcoholic drink produced in the city of the same name, Cognac (France). It is produced from a special type of grape using special technology. Cognac is made from white grape varieties. The main share of them is the variety uni blanc. Full ripening of the grapes occurs in mid-October, so the process of creating such a noble drink begins in late autumn.

Coffee

Arab. qahwa- stimulating drink
A tonic non-alcoholic drink made from roasted coffee beans. Coffee is a heat-loving plant, so it is grown on high mountain plantations. Two varieties of coffee trees are used to produce coffee: Arabica and Robusta. In terms of consumer properties, Arabica is less strong, but more aromatic, Robusta is the opposite. Therefore, a mixture of these two varieties in different proportions is often sold. The history of coffee is shrouded in a huge amount legends.

Kruschon

fr. cruchon- jug
A refreshing cold drink, usually alcoholic, consisting of fresh and canned fruits and berries and a mixture of wines. To enrich the drink with carbon dioxide bubbles, champagne or sparkling mineral water is usually added to the cup. Due to the slight similarity in the preparation scheme, the cruchon can be said to be “the brother of punch” and “a distant relative of the cocktail.” Before serving, the drink must be cooled to a temperature of 8-10°C and a small amount of ice is added.

Kumis

Turks. ҡымыҙ- fermented mare's milk
An alcoholic drink based on mare's milk, obtained by fermentation under the influence of acidophilus and Bulgarian bacillus and yeast. The drink has a pleasant sweet and sour taste, white color with a slight foam on the surface. Kumis, made from various types of starters, may contain different amounts of alcohol. Its content can vary from 0.2 to 2.5 vol. and sometimes reach 4.5 vol.

Liquor

lat. leagueface– dissolve
C is a sweet alcoholic drink infused with fruits, berries and herbs and spices. Its strength ranges from 16 to 50 vol. The date of creation of the drink is unknown, but it is believed that the first prototype of modern liqueurs was the Elixir of Benedictine, created in the 16th century. monk Bernardo Vinzelli in the city of Fécamp. Many monks and distillers tried to repeat or improve this liqueur. As a result, new, no less tasty, types were obtained.

Lemonade

fr. lemonade– limonized
A refreshing non-alcoholic drink made from lemon juice, sugar and water. It has a light yellow color, lemon aroma and a refreshing taste. First appeared in France in the 17th century. during the reign of Louis I. According to legend, the appearance of the drink is associated with an almost fatal mistake by the court cupbearer. Inadvertently, instead of wine, he scooped lemon juice into the monarch’s glass; in order to somehow correct this rash act, he added water and sugar to the glass.

Mead

An alcoholic drink with a strength of 5-16 vol., made from honey. The percentage of sugar ranges from 8 to 10%. The most ancient archaeological excavations in Russia, dating back to the 7th-6th centuries. BC, find evidence of the production of a honey-based drink by local peoples. Therefore, mead is one of the most ancient alcoholic drinks in Rus'.

Martini

Italian Martini
alcoholic drink, strength 16-18 vol. infused with herbs. The herbal collection usually includes more than 35 plants, including: yarrow, mint, St. John's wort, chamomile, coriander, ginger, cinnamon, cloves, wormwood, immortelle and others. In addition to leaves and stems, flowers and seeds rich in essential oils are also used. The drink belongs to the class of vermouths.

Milk

A fluid produced by the mammary glands of humans and mammals. It contains a large number of useful substances necessary for the growth and development of the body. Milk contains fats, proteins, vitamins and microelements. The color of milk can vary from white to yellow-blue. It depends on its fat content. Due to the lactose content, it has a slightly sweet taste. Milk includes more than 100 useful components, of which about 20 balanced and fatty amino acids, lactose, and minerals.

Morse

Art. rus. mursa– water with honey
A soft drink, usually non-alcoholic, based on fruit juice, water and sugar or honey. Also, for piquancy and additional aroma, you can add citrus fruit zest, spices (cinnamon, cloves, coriander) and tinctures of medicinal herbs (St. John's wort, sage, mint, lemon balm and others) to the fruit drink.

Punch

Hindi punch- five
This whole group hot, burning or chilled alcoholic cocktails containing fresh or canned fruits and juice. Among the alcoholic drinks used in the preparation of punch are rum, wine, grappa, brandy, arrack, claret, alcohol and vodka. Traditionally, the drink is prepared in large containers (punch bowls) and served at receptions and parties. The strength of the drink varies from 15 to 20 vol. and sugar content - from 30 to 40%. The most famous punch recipes are Caribbean Rum Punch, Barbados Punch and Plantation Punch.

Beer

An alcoholic drink prepared by fermenting malt wort with yeast and hops. Barley is most often used as malted grains. Depending on the type of beer, the strength of the drink can vary from 3 to 14 vol. Beer is the most popular alcoholic beverage and ranks third in the world in the overall list of drinks after water and tea. There are more than 1000 different types of beer. They differ in color, taste, alcohol content, raw ingredients used and cooking traditions in different countries.

Pisco

from Indian dialect pisco- flying bird
An alcoholic drink made from muscat grape varieties. Pisco belongs to the brandy class and is the national Peruvian and Chilean drink. The strength of the drink is 35-50 vol.

Rum

English rum
An alcoholic beverage produced by the fermentation and distillation of cane molasses and syrup resulting from the manufacture of cane sugar. At the exit, the drink has a transparent color, and after aging in wooden barrels it acquires an amber color. The strength of the drink, depending on the variety, can vary from 40 to 75 vol.

Sake

The national low-alcohol drink of the Japanese, produced by fermenting rice. The taste of sake can have notes of sherry, apples, grapes, bananas, spices, and herbs. The color of the drink is usually transparent, but color changes towards amber, yellow, green and lemon shades are allowed. The strength of the drink varies from 14.5 to 20 vol.

Moonshine

An alcoholic drink that is produced on homemade equipment from mash of alcohol-containing products. The raw materials used for production are sugar, potatoes, grain, berries, fruits, sugar beets and others. The choice of raw materials depends on the location and financial availability. The quality of the drink largely depends on the quality of the raw materials. The strength of the drink can range from 30-40 vol. and higher. In most countries, the production and sale of moonshine is punishable by law.

FAMOUS TRADEMARKS IN RUSSIA,

US OWNED

PepsiCo, Inc. (rus. Pepsico) (NYSE:PEP ) - Americanfood company. Headquarters - inPurchases, New York State.

At the end of the first decade of the 21st century, the company made a number of major acquisitions in Russia, purchasing the company in 2008Lebedyansky", and in 2010 - the company "Wimm-Bill-Dann».

After the acquisition of Wimm-Bill-Dann, PepsiCo increased revenue in Russia by 2.6 times, to $4.95 billion in 2011 (compared to 2010).

As of March 2010, in Russia the company owned six factories bottling soft drinks, the Frito Lay plant, which produces 40,000 tons of Lay’s, Cheetos and Xpycteam chips per year.
In Russia, the company sells products under the following brands:

• P e psi
• 7up
• Mountain Dew
• Mirinda
• Aqua Minerale
• Russian Gift
• J-7
• Tone
• Orchard
• Tropicana
• Frustyle
• Lay's
• Cheetos
• Xpycteam
• Adrenaline Rush
• House in the village
• Agusha
• Bio Max
• Imunele
• Zdrivers
• Merry Milkman
• Miracle
• Miracle Berry
• Essentuki
• Lambert
• 100% Gold
• Springs of Russia
• Favorite Garden
• Frugurt
• 33 cows
• Profilakt 120\80
• Granfort
• Kuban Burenka

The Coca-Cola Company

Material from Wikipedia - the free encyclopedia

The Coca-Cola Company(pronounced Coca-Cola Company; NYSE: K.O.) is an American food company.

The company's main business is soft drinks. The company sells concentrates, syrups and drinks in more than 200 countries. Concentrates and syrups are sold directly to beverage companies.

The company owns 5 of the world's 6 best-selling soft drink brands - Coca-Cola, Diet Coke, Fanta, Schweppes and Sprite.

The company's revenue for 2009 amounted to $30.99 billion (in 2008 - $31.944 billion), net profit- $6.91 billion ($5.807 billion).

Manufactured by The Coca-Cola Company in Russia

IN Russia Coca-Cola HBC Eurasia LLC owns 16 factories (in Moscow and Moscow region, St. Petersburg, Orle, Nizhny Novgorod , Samara, Stavropol region, Volzhsky, Yekaterinburg, Novosibirsk, Krasnoyarsk, Vladivostok and Rostov region) . The company owns more than 80 distribution centers. Largest factories are in Nizhny Novgorod and Orle. The Oryol branch of Coca-Cola HBC Eurasia CJSC provides products to the entire southern part Central federal district relative to Moscow.

In 2010, Irish European refreshments (a subsidiary The company Coca-Cola Company) received 100% control over the Russian juice manufacturer Nidan Juices ( trademarks"Yes!" and "My Family").

Also, the Greek Coca-Cola HBC in Russia owns 50% of the shares of the juice manufacturer Multon and, since 2007, 100% of the shares of the soft drink manufacturer Aqua Vision.

Products in Russia

List of products produced by The Coca-Cola Company in Russia :

• Coca-Cola
• Coca-Cola Light is a low-calorie drink that tastes like Coca-Cola.
• Fanta- a drink with orange flavor, also available in Fanta with other fruit flavors (grape).
• Sprite- a lemon and lime flavored drink that does not contain dyes.
• Powerade- isotonic drink.
• Kind - Pinocchio, Lemonade, Duchess, Cream Soda, etc.
• Fruittime - Pinocchio, Lemonade, Duchess and Cream Soda.
• Nestea- iced tea (produced jointly with Nestle).
• Mug and barrel - kvass
• Schweppes- a series of carbonated drinks (Tonic, Ginger Ale, Spiced Cherry, etc.), with the permission of Schweppes Holdings Limited
• Pulpy- juice drink.
• Rich- fruit juice.
• Nico- fruit juice.
• BonAqua- water.
• Burn - energy n drink
• Gladiator - energy drink.
• "Yes!" - juice
• "My Family" - juice.

Sparkling water is a constant favorite and has become an integral part of daily meals, regardless of whether it is lunch, snack or dinner. Typically, a soft drink contains water, flavoring, and a sweetener such as sugar or corn syrup. Since the carbonated drink contains the lion's share of sugar, it can be included in the list of 10 foods that are unacceptable for a good figure.

Sometimes the drink can be replaced with drinking water, which has a number of advantages. But today we present to your attention 10 most popular soft drinks.

10. 7-up

The company took up the production of this drink Charles Leiper Grieg in 1929. The drink, which contains lemon, lime and soda, is now produced Dr Pepper Snapple Group And Pepsi Co, a company popular in all parts of the globe. Previously it was called Bib-Label, but due to the merger of companies, they decided to replace the name with 7-up.

It includes:

• sparkling water,
• concentrated grapefruit juice,
• brominated vegetable oils,
• citric acid,
• natural flavors,
• preservatives,
• high fructose corn syrup,
• glycerin ether of rosin.

The drink was introduced to the market by Bishop Herb, the creator of the drink. At first he wanted to create lemonade. The ingredients of the drink have not changed.

Have you ever wondered what the acronym A&W means? In fact, it is a joint company between Roy Allen and Frank Wright ( Frank Wright), and we can notice that the abbreviation A&W represents the first letters of their last names. The drink is popular not only in Canada.

The drink appeared in 1979 and was a combination of lemon and orange flavors. This interesting idea belongs to Mark Stevens, in addition he collaborated with Coca-Cola Company.

Non-alcoholic drink produced Coca-Cola Company, does not contain caffeine, it is colorless, contains lemon and lime. First introduced to the US market in 1961. Is a constant rival 7-up.

A popular drink produced by the Independent Brewing Company, which began operations in 1919. Due to high prices and expenses, the company collapsed and went bankrupt; in 2008 it was acquired by Dr Pepper Snapple Group.

The very first soft drink in history, known as American soda. One of the company's drinks . It has two flavors - French vanilla and cream soda. He was the main competitor A&W due to its excellent taste and pleasant smell.

Product produced by the company Dr. Pepper Snapple Group, launched on the market in 2008. Originating from Texas, it serves multiple markets in Canada, Japan, the Middle East and the United States. It belongs to the company Canada Dry Ginger and to the family of John J. McLaughlin.

A unique and recognizable aroma that differs from other known carbonated drinks. Created in 1885 by Charles Aldenton of Waco, Texas. In 1904, the drink began to be sold in the United States. It is now imported to South America, Asia, Australia and Europe.

The company began business in 1886, and it still manages to hold a leading position, despite the new and cheaper carbonated drinks that are popular with consumers today. She is the company's main rival Pepsi, which received first place in the ranking of popular soft drinks in 1980.

The dynamically developing structure of the non-alcoholic products market does not allow consumers to relax and enjoy their usual drinks. Every season, producers of lemonades, juices and iced teas replenish their range with new flavors and updated label designs, gently forcing the buyer to try, change their preferences or find something new in the sweet sea of ​​soda and potentially healthy juice products.

Between August and January, Mix Research conducted a telephone survey among Moscow residents in order to understand consumer preferences in the non-alcoholic products market. Respondents were asked to evaluate and talk about their beverage consumption culture.

Mineral and drinking water have become an unconditional competitor for juices and lemonades. Middle-aged consumers (35-44 years old), who adhere to a healthy diet and are unsure of the quality of water coming from the tap, admit that they most often drink bottled water or drink it separately. Young people aged 16-24 prefer to enjoy what they drink and are known for their love of juices, nectars, iced tea and energy drinks. But they cannot be called potential buyers of kvass - after all, the recipe base of this traditional Russian drink makes middle-aged consumers, mostly men, gravitate towards it.

Respondents were asked to talk about what motivates them when choosing drinking or mineral water. They consider the fame of the brand or manufacturer to be the main motive. 38% of respondents aged 45-60 years most often choose this feature. In addition, the price or discount of the product is considered important. 15% of respondents aged 25-34 pay attention to the taste and aroma of drinking water, in contrast to 4% of young people, who value these qualities the least. Another factor determining the choice of Muscovites when purchasing drinking water is the absence or presence of gas in it. Often, believing that it is difficult to spoil ordinary water with anything, buyers admitted that they do not look at the composition and naturalness of the ingredients. Relatively speaking, water must initially be drinkable, clean and without preservatives. Brands such as Aqua Minerale and Bonaqua are mentioned first by 17% of buyers, followed by Shishkin Les and Essentuki (10%), Borjomi and Holy Source (6% each). The leaders among the spontaneously named brands are also Aqua Minerale and Bonaqua - they are named by about half of the respondents, in second place in popularity are Essentuki (31%), Shishkin Les (29%), Borjomi (29%), Holy Source (22%) . It is noteworthy that brands such as Biovita and Rosinka were not named by consumers. It is interesting that in terms of the number of consumers of a certain brand of water, an interesting race can be traced between the two world leaders in the production of non-alcoholic products. Most often, respondents buy products from PepsiCo (38%) and the Bonaqua brand, owned by Coca-Cola (37%).

In conditions of a dynamic pace of life, poor ecology and synthetic products, the consumer tries to maintain his lifestyle by using natural products to help the body. A large number of buyers prefer 100% juices, relying on their beneficial properties. When choosing juice, Muscovites (36% of respondents) pay attention to its composition and the naturalness of the ingredients (women and respondents aged 45-60 are most susceptible to this). Also, the purchase of juice is determined by the popularity of the brand - 32% of respondents largely indicated this factor as decisive in their choice. During the study of consumer preferences, the level of knowledge of brands of juice products was determined. In this case, spontaneous knowledge and knowledge with a hint were taken into account. The following brands were included in the popularity rating (listed in descending order by consumer knowledge): Dobry (JSC Multon), J7 (JSC Wimm-Bill-Dann), Moya Semya (LLC Nidan Juices), Ya (JSC " Lebedyansky") and Rich (JSC Multon). In terms of frequency of consumption, the list of brands remains virtually unchanged, which suggests that the consumer chooses the brands of juices that they have heard the most about. Muscovites prefer Dobry juice (45% of all respondents consumed it in the last month), J7 (34%), Ya (23%), Rich (22%) and Moya Semya (22%).

50% of the Muscovites who participated in the survey like to drink lemonade, despite the increasing trend to take care of their health and the denial of obviously dangerous products. The most active fans of sweet soda are rightfully young people aged 16 to 34 years old, who are ready to drink lemonade several times a week (42% of all respondents in this age group). 44% of survey participants, as the study showed, when choosing drinks are guided by brand awareness. Taste and aroma are important for 25% of Muscovites. Composition and naturalness are important for 13% of respondents, and consumption habit - for 8%. The assortment of lemonades is quite wide, the brand names are known to almost any consumer, and the main leaders in knowledge have remained at the top positions of the rating for many years. First of all, consumers remember Coca-Cola (the share of those who remembered this brand first is 38%). There were two times fewer people who mentioned AquaLife products - Drinks from Chernogolovka (20%). Consumers still remember brands of lemonade familiar from childhood - 12% of the total respondents very willingly name Baikal, Buratino, Tarragon and Duchess. Undoubtedly, the share of older consumers among those who remembered these brands is higher than among young people. The world's most popular lemonade under the Coca-Cola brand is purchased most often - this was indicated by 33% of respondents, 18% remain loyal to Drinks from Chernogolovka, and in third place in consumption (7% of regular customers) is the Laimon Fresh carbonated drink from the GreenMe company. Only 5% of respondents prefer to buy Coca-Cola's main competitor, Pepsi.

Kvass consumption in the Soviet period was about 60 liters per person per year, now it is 6-7 liters. According to market experts, the main problem with kvass is its seasonality. But let’s allow ourselves to deviate a little from the usual perception of kvass as a summer drink and see how the respondent chooses it from August to January. 48% of the total number of respondents who buy kvass note that the popularity of the brand and manufacturer greatly influence their purchases. There are much fewer of those who focus on the original bread taste and aroma (18%). This sign is important for consumers aged 25-34 years. Those who care about their health and look at the composition and ingredients of the drink - 15% (in most cases these are female buyers). The most famous kvass among Muscovites is Ochakovsky from the Ochakovo company - it is named by 68% of respondents. Much fewer associations (10% at the first name) are evoked by Nikola kvass - a hit of the Deka company. In third place is Russian Dar kvass (PepciCo). In terms of consumption, the brand rating differs slightly from the popularity rating - that is, Muscovites consume what they know.

In the mid-90s, the Russian consumer was not prepared for this type of non-alcoholic drink like iced tea. Today this segment is developing again. Manufacturers have chosen a new tactic and present tea as a natural product, a healthy replacement for soft drinks. These days, people buy tea quite actively - 29% of respondents who drink it do so several times a week; 28% - several times a month. When choosing a drink, the buyer is guided mainly by the brand’s popularity, as well as taste and aroma. The younger generation especially pays attention to the popularity of the brand - 47% noted this attribute. The composition and naturalness of the ingredients are in third place in terms of priority of choice. Moreover, women, as in the example with kvass, are much more conscious of this issue than men. The iced tea segment is actively developing, and today there are many brands of this refreshing drink on the market. However, Moscow consumers are particularly familiar with Lipton Ice Tea, produced by PepsiCo (47% of respondents mentioned it when they first named tea brands) and Neste (45%), which is specially produced for Nestle by Coca-Cola. The buyer is familiar with the brands of tea Ahmad, Jaffa Ice Tea of ​​the Ukrainian company "Vitmark-Ukraine" and Caprice Ice Tea of ​​the company "Nidan". Relatively speaking, the market is captured by monopolists, but the manufacturer is trying to win the consumer’s attention with new brands and flavors of iced tea. Few people know that Nestea belongs to the development of two companies - Coca-Cola and Nestle. And the Lipton brand is the result of a tandem of two other companies - PepsiCo and Unilever. So, it is safe to say that the race of giant brands continues not only in the drinking water and lemonade market, but is also capturing other battlefields.

The market for energy drink consumption is interesting. The main consumer of energy drinks is predominantly young people. According to the survey, 24% of young people surveyed have used this product over the past 30 days. At the moment, almost all well-known brands are represented on the Russian market. One of the first companies to appear in our country Red Bull, which ranks unconditionally first in the ranking of recognizable brands. However, when it comes to consumption, consumers choose Red Bull slightly less often (29%) than Adrenaline Rush (36% of respondents bought this brand most often). Coca-Cola also does not lag behind its direct rival in this market - the Burn brand is recognizable among young people; 22% of those surveyed in the youth group named it first, but they rarely buy it. The fame of the manufacturer greatly influences the choice of energy drink - this feature is especially noted by women (41%). An acceptable price is also important for female and young respondents when choosing an energy drink. It is possible that these respondents do not consider it necessary to spend a large amount on such products.

In general, the preferences of Moscow respondents in choosing soft drinks are predictable. Marketing campaigns of the main market players in such segments as drinking water, lemonade, iced tea and energy drinks are quite successful, and the consumer, who pays special attention to the popularity of the brand or manufacturer in his choice, chooses the most popular brands, which are abundantly represented by such large holdings, like Coca-Cola and PepsiCo.