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Author Topic: New Yorkers get Kvas, America gets Kvass  (Read 2800 times)

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New Yorkers get Kvas, America gets Kvass
« on: September 18, 2010, 07:45:39 PM »
New Yorkers get imported Kvas from Russia

Adnan Mirvanywho runs a shop in Brooklyn, is still unsure how to spell the Russian soft drink’s name correctly and wonders how it became so popular with New Yorkers. He labels his drink both Cwas and Cvass; either way, it tastes good.

 I added the slogan a great product from Russia, and, apparently, my clients believe it, said Mirvany. When it is 86F outside, a glass of cold and refreshing kvas seems to be very appealing. Kvas's popularity allowed me to expand my business, open four more outdoor stores and, most importantly, obtain a license for selling kvas throughout the entire East Coast. In a couple of years, it will make me a millionaire.

How can a retailer make a fortune by selling an exotic Russian drink if the only way for New Yorkers to learn about its existence is from residents of Brighton Beach?

 Market analyst Daniel Makovsky says that the average American has a passion for everything exotic. After tasting sushi and sake out of sheer curiosity, Americans embraced Japanese food. Thanks to tequila and zamzam, America was introduced to Mexican bar traditions and Arabian soft drinks. Given this logic, Russian kvas could be a commercial success in the United States. And there is some data to support the claim.

A year and half ago, only one company in America - an upscale beer manufacturer - brewed traditional yeast-fermented kvas on a commercial scale, but today the number of kvas-makers has risen to 11, 10 of which are small-to-medium sized enterprises. It is worth noting that each of them has its own kvas recipe locked safely away as a top trade secret. Their business performance impresses many, with monthly sales volumes amounting to hundreds of thousands of dollars. It’s true that so far kvas cannot compete with such giants as Pepsi or Coca-Cola, but it already has its own share of the U.S. soft drink market without investing in any big marketing campaigns.

Coca-cola now marketing Kvass!

The marketing strategy kvas-makers have embraced has kept clients coming back for more: They give the first taste as a sample. New York’s kvas campaign was a great success. The trade companies and small retailers that took the risk of introducing the foamy drink to the U.S. market benefited from both the unseasonably hot weather on the East Coast this summer and marketing experts’ elementary understanding of human physiology.

The art of making genuine kvas is a real philosophy, said Vyacheslav Galushko, an expert in Russian culture. “You don’t realize it until you witness the entire production process. You’ll have to learn what grain should be used for fermenting the yeast, why Russian fermentation is different from that done in Iowa and why even top kvas makers are unable to reproduce competitors’ recipes.”

Top Russian kvas experts, ranging from owners of kvas-making companies and ordinary housewives with their own secret recipes, are now ready to venture into the American market to promote the Russian national beverage. It looks as if the timing is right, at least as long as Adnan Mirvany and other storekeepers are eager to invest their time and energy into becoming millionaires.
« Last Edit: September 19, 2010, 06:33:44 PM by Mariria » | Forum