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RUSSIA: Beverage giants force Russian firm to halt soft drink sales in favour of power drinks

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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.


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