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Beer Consumption Declining in Russia, Healthy Bread-Drink Kvas on the Rise

Producers say the drink is packed with vitamins and minerals, improves digestion, prevents hangovers, and stabilizes the immune system

 

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This article originally appeared at The Moscow Times


Shrinking appetites for beer are turning kvas, a traditional soft drink made from fermented bread or grain, into a huge growth market.

Rich-smelling and dark brown, Kvas was first mentioned in ancient Russian chronicles at the beginning of the 11th century. Back then, it was a strong alcoholic drink, and only a century later did a low-alcohol kvas appear.

Kvas was extremely popular during the Soviet era and was sold in yellow wheeled barrels in the summertime. But these largely disappeared from the streets in 1990s, when new requirements for transportation and storage were introduced.

Producers say the drink is packed with vitamins and minerals, improves digestion, prevents hangovers and stabilizes the immune system.

One reason for the booming popularity of kvas is falling beer consumption prompted by rising prices.

Beer production last year dropped by 7.6 percent, according to the Ros­stat state statistics service. Anna Muravyova, PR manager at Ochakovo, said the beer market had fallen by more than 30 percent over the past 7 years.

Read more at The Moscow Times.


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