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Pepsi battles to defend Eastern Europe against Coke

Published on .

MOSCOW -- Pepsi International Bottlers, a joint venture between PepsiCo and a U.S. investment company, Leucadia International, will invest $300m in Kazakstan and eastern Russian, says PepsiCo President Larry Hershfield.

Pepsi International Bottlers will open a new plant in Almaty in late 1997 and hopes to sell 100 million liters of Pepsi "Blue" during the first five years of production. Pepsi has strong brand awareness in the former Soviet Union countries but nearly disappeared from Kazakstan in 1994 following Coca-Cola's purchase of Almaty's only bottling plant plus other plants in the Caucasus and Central Asia.

Copyright December 1996, Crain Communications Inc.

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