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Wednesday, 21 March 2018


"Borjomi" will return to Russia

2011-12-21 15:34

According to Director General of the Georgian company IDS Borjomi International Vladimir Ashurov, significant progress has been outlined during the negotiations between Rospotrebnadzor and IDS Borjomi International on the return of mineral water "Borjomi" to the shelves of Russian stores. Moreover, as reported by "Georgia News" referring to the agency "Prime", on the results of a meeting of representatives of the company and the Russian authorities they have launched the process of registration of "Borjomi" to supply to the Russian market. "Terms of resuming are not yet determined, but we hope they will be determined in the near future", Ashurov said.

Last week, chief sanitary doctor of Russia Gennady Onishchenko has discussed the issue of the possibility of resuming the supply of mineral water "Borjomi" to Russia with the Georgian side. He has rather highly evaluated the prospects for the return of "Borjomi". Cooperation is possible in conditions of full compliance with Russian and international law, said in Rospotrebnadzor. The IDS Borjomi International Company was requested to initiate a formal set of measures leading to the opening of the Russian market for its products.

As the head of external communications of the Russian supermarket of premium class "Azbuka Vkusa" Igor Yadroshnikov told in an interview, "we really look forward for returning of the water to the market in early 2012. At the same time, we know that its purchase price will be about twice higher than earlier", he stressed. The company carefully evaluates the prospects for sales of this mineral water. But if the supply of "Borjomi" resumes, "Azbuka Vkusa" is one of the first commercial networks, where the mineral water would appear.

According to Yadroshnikov, the sales of "Azbuka Vkusa" in the category of water as a whole, which includes drinking, mineral and therapeutic mineral water, grow about 30% per year, although the dynamics of demand growth slows. "Our experts link this growth with a gradual transition from the use of water "from the tap" to bottled water, mostly in five-liter containers, and disappointment in the widely publicized filters for purification of tap water", Yadroshenkov said. He added that healing waters show steady growth, which correlates with the overall growth categories. For example, "Essentuki", "Narzan" and others.

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