RUSSIA: Beverage giants force Russian firm to halt soft drink sales in favour of power drinks
The Russian based company Taikhurt, plans a four-fold increase in power drink output in 2001 year-on-year and will halt all production of bottled water and normal soft drinks, according to local press reports.
General director of Taikhurt, Alexander Sirotkin has said the decision to halt production of bottled water and other soft drinks was taken because the soft drink market only has room for world giants. While the power drink niche on the Russian market has much more room for growth.
In the last five years, Taikhurt has invested nearly $2 million into its Otradnoye plant and this year it will produce nearly 2m litres of power drinks (beverages with added energy components that stimulate the body and up metabolism).
New equipment and a special production line have been developed and already launched at Otradnoye ready for Taikhurt to switch all its production towards power drinks.
Launched in 1990, Taikhurt was a Russian-Polish venture with its first plant located in Moscow operating at a capacity of 20,000 - 25,000 polyethylene bottles (1.5 litres) per day. The Polish side bowed out in 1995 and the company decided to expand its beverage output and opened the Otradnoye plant at the end of 1995.
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