Last month, PepsiCo announced that it is to buy a majority stake in Russia's leading branded juice company JSC Lebedyansky. What does this mean for the Russian juice sector and will PepsiCo now start to lean yet further towards the other BRIC economies for future growth?
Bromsgrove, UK (PRWEB) April 15, 2008 -- Last month, PepsiCo announced that it is to buy a majority stake in Russia's leading branded juice company JSC Lebedyansky. What does this mean for the Russian juice sector and will PepsiCo now start to lean yet further towards the other BRIC economies for future growth?
PepsiCo is aiming to become the largest beverage company in Russia and its recent acquisition of a majority stake in Lebedyansky represents a major statement of intent in achieving this aim. Earlier this month, Olly Wehring, managing editor of just-drinks.com, interviewed PepsiCo International's chairman and CEO, Mike White, about the company's plans for Russia.
"Lebedyansky is an absolute gem of a business," says White. "In any emerging market, to find a business with its scale that is profitable, audited financially, with a terrific management team and some great brands in a growing market where you can acquire 100% of the business, that's quite a rare phenomenon."
With any emerging market there are always challenges - the need to be flexible and adaptable to local environments is a must for success. In Lebedyansky, however, White believes PepsiCo has acquired a strong local partner with a major presence in Russia. Fears of unpredictability from these new partners, White believes, are unfounded. "This (Lebedyansky) has been a public company," he notes. "It's been audited externally, and we did extensive due diligence on the company. I couldn't be more pleased. I think we're getting a real quality, high integrity management team with this business."
Before the purchase of Lebedyansky, PepsiCo already had a healthy presence in Russia, with the portfolio leaning more towards juice and healthier options. With brands such as Aqua Minerale water, Lipton RTD tea, and the leading energy drink in Russia, Adrenaline Rush, the company's beverage business is 50% non-CSD already.
This interview is part one of a two-part interview with White. The second part, which is due to be published on just-drinks.com this Tuesday (15th April) will focus on other developing markets that offer PepsiCo further growth opportunities.
The first part of this interview is available for full members and registered users at http://www.just-drinks.com/mikewhiteinterview. For non-members access to the interview and all other aspects can be obtained by signing up for a free trial of just-drinks at www.just-drinks.com/membership.
About just-drinks
Since 1999, www.just-drinks.com is the leading and most respected drinks industry trade site globally. The site's unique news and research content is produced and sourced via a dedicated editorial team, worldwide network of correspondents and content partnerships. In addition, the www.just-drinks.com research store provides instant access to over 4,000 market research reports.
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