The CEO of Coca-Cola, James Quincey, indicated that the company might withdraw from Russia if the military actions in Ukraine continue to delay or expand. While Coca-Cola has not halted sales in Russia, criticism has grown, and there is speculation that brands like Sprite and Fanta could disappear from shelves there in the near term.
Even before Western sanctions, several local producers began filling the void by creating budget substitutes for Coca-Cola. Among them is Aqua-Vita, which makes a soda called Chudo Chudnoye in eastern regions and the Far East, and Slavda, which markets Cola Grinks across more Russian store shelves.
Belarusian producer Minsk Soft Drinks Plant (MZBN) has long pursued a larger role in Russia’s soda market. MZBN’s export chief, Mikhail Sinichenkov, told socialbites.ca that exports of Rosinki, Fan-Fana, and other Belarusian analogues have risen by double digits in recent months, reflecting shifting consumer choices.
Sinichenkov noted a boost in mineral water exports from Belarus to Russia, with sales up about 50 percent since late February. He stressed that his company uses natural sugar and high-quality European aromatics, and he argued that their product lineup offers a viable alternative to American brands without resorting to misleading branding. He also highlighted that Russia remains an important market; geographic expansion has progressed from central regions to the northwest and, more recently, to the Far East, including fruit drinks and birch-based products. He emphasized that natural ingredients and local sourcing appeal to customers and that competition is a normal part of the market, with Belarusian brands prepared to challenge both domestic and foreign producers.
According to the company, its own beverage line—Bela-Cola, Rosinka, Fan-Fan—has benefited from collaborations with larger brands, and management frames this as a learning experience that supports future growth and quality control improvements. Elena Zheltenko, the marketing director of MZBN, pointed to the modernization that accompanied joint production with global names, while positioning the Belarusian line as a strong, locally grounded alternative.
Quality comparisons and pricing dynamics
The Chudo Chudnoe drink, a local analogue to Fanta, is described by Aqua-Vita’s chief technologist as having a quality level comparable to foreign carbonated beverages. The base uses a sugar syrup and natural flavoring, with some low-calorie variants using alternative sweeteners. The company notes that promotional spend by Coca-Cola in Russia has historically outpaced its own marketing budgets, which affected consumer choice in the past.
In price terms, Russian-made counterparts are generally more affordable. For instance, 1.5 liters of Chudo Chudnoe are priced around 57.99 rubles in one retailer, with similar discounts at other platforms for 0.5 liters of Fanta. A half-liter bottle of Fan-Fan or Rosinka typically sells for about 50 rubles, and a liter for roughly 82 rubles. Aqua-Vita asserts that its production uses natural Belarusian water and high-quality European aromatics, and the company claims that both Pepsi and Coca-Cola began operations at its Belarus plant, experiences that laid the groundwork for its current beverage lines.
Marketing leader Elena Zheltenko described the strategic modernization that followed cooperation with global brands and underscored the intent to continue expanding Bela-Cola, Rosinka, and Fan-Fan as distinct offerings built on local resources and quality controls.
Market dominance and distribution challenges
Rodzevich from Aqua Vita expressed cautious optimism about Coca-Cola possibly stepping away from Russia, noting that significant shelf space and access to large federal retail chains present barriers for regional players. She emphasized the long and difficult process of securing space in major chains and suggested that the required investment and logistics scale are challenging for smaller producers.
Previously, Aqua-Vita had partnered with regional networks like Pyaterochka and Plantain. Rodzevich recalled an episode where Coca-Cola entered Plantain, installing refrigerators and altering the local competitive landscape, which some perceived as a strong display of Coca-Cola’s market power. This dynamic highlights the notable impact of a global brand on local competition.
What could Coca-Cola do next?
Even if Coca-Cola withdraws from the Russian market, it may pursue copyright and trademark protections in court for its brand elements and product designs. An industry observer notes that the company typically relies on strict brand rights, including bottle shapes, typography, and packaging layouts, to defend its intellectual property. This is relevant because regional brands often imitate popular names while varying certain features to avoid direct replication, a practice known as a Me-Too approach in marketing literature.
The Coca-Cola Company has a long history in the United States’ beverage sector, introducing dozens of new drinks yearly and frequently defending its territory through legal channels against imitators. An industry analyst suggests that Coca-Cola could apply similar legal strategies in Russia if necessary, though a cautious, wait-and-see posture appears likely in the near term.
The current expectation is that any potential legal actions would focus on protecting brand identity and ensuring fair competition, potentially deterring similar offerings from entering the market for a period. The outcome would shape how clones compete and how resources are allocated in the evolving landscape of Russian soft drinks.