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What Pepsi Can Teach Us About Soft (Drink) Power In Russia
The United States has threatened economic sanctions against Moscow, but America is light on financial leverage in Russia: The country represents less than 1 percent of U.S. trade, and few major U.S. companies have significant investments there.
But one company with a long history in Russia is Pepsi.
Pepsi In Russia
1972: A deal is stuck: PepsiCo will manufacture Pepsi in Russia, in exchange for marketing and importing vodka, and other Soviet liquors, to the U.S.
1974: Pepsi becomes the first American consumer product to be produced, marketed and sold in the former Soviet Union.
1990: PepsiCo signs the largest commercial trade agreement in history with the Soviet Union.
Source: PepsiCo