Georgia in Foreign Press
14 March, 2013
Georgia in  Foreign Press
Borjomi Being Restored to Russian Market

Georgia is a small county with a developing economy. Gaining entrance to any possible market is a good chance to foster its development. Therefore the news about Georgia getting back on Russian market made nearly everyone happy. Those who severely criticized this argued that any possible connection with Russia is inappropriate because of our complicated historical relations. According to this logic Georgia should not have any connections with any enemy it had throughout the
history. That cannot be counted as a common sense. An interesting article was published in The Economist about Borjomi getting back to Russian market. Author says that Borjomi lost its niche in the Russian mineral water market, where it once accounted for 13% of the market. According to the company’s boss, Zaza Kikvadze, Borjomi will now target the market’s premium segment with French brands such as Evian and Perrier as its main rivals. Similarly, Georgian wine now faces new competition from Latin American wines and others in Russia. The author claims that in January Russia-based Alfa Group bought a controlling share in Borjomi in a $300m deal according to Kommersant, a Russian newspaper.
I decided to see what Russian journalists wrote about this topic and found an interesting article in ÐÁÊ daily. The article claims that although during last 7 years IDS Borjomi Georgia abandoned Russian market, which was primary for it, IDS has feasible plans about getting back its market share. They hope to reoccupy 25% of the market share. However, this time Georgia will have to deal with not only Evian and Perrier, but also with Russian brand “Yessentuki” (“Åññåíòóêè”), Arkhyz (“Àðõûç”), “Adji-su” (“Àäæè-Ñó”). These brands have taken away Borjomi’s market share as a domestic drinking water with healing properties. Chief Curator of the research center of brand management and brand technology RCB & B Nicholas Coro believes that the choice of the premium segment to return to Russian market is not just an ambition, but an elaborate marketing strategy focused on margins and not on gross sales. Mr. Coro believes that the embargo has made the company stronger because it taught her to deal in new price ranges and markets. “We get a very strong player in the Russian market, with experience in Europe”, - said Nicholas Coro.
The fact that Georgian products have word of mouth marketing in Russia is an asset for the return of Georgian goods. Both sides will benefit from it, not only in terms of economics but also in terms of politics. This might be a step towards restoring friendly relationships with Russia.
Nota Benne by NBR:
The incipient warming of Russian-Georgian relations sounds terrific but questioning the bottom-line here might also make sense. What are we trying to achieve? Is it our way to boost standard of living in Georgia by giving a chance to our manufacturers and traders to sell better? Or there is something ‘territorial’ in the attempt too. Or both? I wonder if the believers — who are blessed — could give us a straightforward answer. Clever too, I mean. Would they like to respond to even a more vitriolic question, like – who might know for sure what the Russian top decision makers have on mind? Gosh, I am getting self-showered by the assailing questions: does trade between the states mean good relations between them? Would good relations mean love? Are we starting to love Russians all over again, if we ever did? What if we trade lovingly and they remain adamantly stubborn, bullying and greedy about our territories? Shall we still continue doing economics with them, or demur again? Would having the Russian markets back cohabitate happily with our occupied territories gone forever? Damn it, I want my ex-wife back but I also want to be smarter than before, and reasonably happy too when getting remarried. Would anybody prompt how to manage this?
Print
Other Stories
Massive celebration in Armenia after Prime Minister resigns
The world witnessed how Armenia, Georgia's neighbor country, united around one aim managed to peacefully bring a change by struggling with patience for more than a week in the center of Yerevan.
Armenian Prime Minister Serzh Sargsyan resigns
Armenian Prime Minister Serzh Sargsyan has issued a statement announcing his resignation.
Famous Swedish DJ Avicii dies aged 28
Artist, DJ, and producer Tim Bergling, a.k.a. Avicii, died Friday afternoon in Oman.
White House backs UK decision to expel Russian diplomats
The UK will expel 23 Russian diplomats after Moscow refused to explain
World famous physicist Stephen Hawking passes away aged 76
World renowned physicist Stephen Hawking has died at the age of 76, BBC reports.
Mikheil Saakashvili to settle in Netherlands
Former president of Georgia Mikheil Saakashvili will be settled in the Netherlands after the expulsion from Ukraine,
Time puts Mikheil Saakashvili on the list of 5 most wanted geopolitical fugitives of 2018
The Time magazine has put former Georgian president Mikheil Saakashvili on the list of 5 most wanted geopolitical fugitives of 2018.
Cranberries lead singer Dolores O'Riordan passes away aged 46
Dolores O’Riordan, the lead singer with the multi-platinum band the Cranberries, has died aged 46,The Guardian reports.
Department of State included Georgia among safest countries to travel
The Department of State has issued new type of safety and security information worldwide for the U.S. citizens.
How Does NASA Wish to Divide Kenya?
Is NASA`s new bill intended to divide Kenya into two nations? Will the People's Republic of Kenya appear?
Kenya forbids all street protests to protect private businesses
Kenya's government has officially forbidden all demonstrations in Mombasa, Nairobi, and Kisumu.
 Suspected Barcelona terrorist identified
Police arrested an additional suspect wanted in connection with Thursday’s deadly terror attack in Barcelona, foreign media say.
Barcelona terror attack – Latest news
At least 13 people were killed and 100 injured on Thursday
Lagos to Throw Out Illegitimate Traders near Obalende Bridge (R)
On July 24, the government of Lagos State ordered all people to take away their illegal buildings and shanties located around Obalende flyover.
13 Kenyan police officers killed in two days
On Thursday, May 25, five police officers were murdered when their car hit a roadside bomb in northeastern Kenya.
Best Nigerian Newspapers Today — Read Nigeria News

Breaking news in Nigeria today has become a vital issue for plenty of African Internet users.

Emmanuel Macron, 39, becomes France's youngest president
France is celebrating the victory of Emmanuel Macron over Marine Le Pen.
A Little Boy Whose Mother Died in the Accident Has Left Us After a Year
Why did the Kenyan boy die after a year? What did Kenyans do to save the boy and what is their reaction? Read the information below to learn the latest news.
London attack: Latest updates from the terror epicenter
The police are investigating the deadliest terror attack in central London.
Sharapova in Georgian designer David Koma dress at Oscars Party
World-famous tennis player Maria Sharapova appeared at the Oscars Party clad in an exquisite dress by a recognized Georgian designer David Koma.
Syria conflict: Putin says government agrees truce with rebels
The Syrian government and rebel groups have agreed a ceasefire and to begin peace talks, Russian President Vladimir Putin has announced, - the BBC reports.
How celebrities react to Donald Trump becoming US President
Even though, Hillary Clinton had the support of far more celebrities than Donald Trump did during the race for the White House the new President of US has become Trump.
 US election 2016 result: Trump beats Clinton to take White House
"Donald Trump will become the 45th US president after a stunning victory over Democrat Hillary Clinton,
When authority means more than rating
What and which channels should I watch on TV? - This is the questions millions of people ask themselves every day.
Earthquake in Italy claims at least 247 lives
Italy earthquake: eight-year-old girl pulled alive from the rubble after being trapped for 17 hours.
PHOTO OF THE DAY
Exchange Rates
GEL Exchange Rate
Convertor
24.09.2018
25.09.2018
USD
1
USD
2.6216
2.6226
EUR
1
EUR
3.0854
3.0868
GBP
1
GBP
3.4584
3.4416
RUB
100
RUB
3.9340
3.9814
Other Stories
Terrifying accident that took place in Georgia’s one of the most popular Gudauri
La La Land was mistakenly announced as having won Best Picture at the 89th Annual Academy Awards, but the honor actually belonged to Moonlight.
President Donald Trump promised a new era guided by one principle – "only America first"
Iconic pop star George Michael has passed away at the age of 53 on Sunday, December 25th.
Angelina Jolie has filed for divorce from Brad Pitt citing "irreconcilable differences", the actress's lawyer has confirmed.
Turkish President Recep Tayyip Erdogan has denounced a coup attempt as an "act of treason"
A lorry racing into a crowd after Bastille Day celebrations in the French city of Nice has killed at least 84 people, injuring at least 18 more
A gun and bomb attack on Istanbul's Ataturk international airport has killed 36 people and injured more than 140 others, BBC reports.
Georgian journalist Ketevan Kardava took photos of the immediate aftermath of the Brussels attacks one week ago today.
At least 70 people - mostly women and children - have been killed at a crowded park in Pakistan in a suicide blast
GEL Exchange
USD
1
USD
2.6226
EUR
1
EUR
3.0868
GBP
1
GBP
3.4416
RUB
100
RUB
3.9814