On July 24, 1959, at an exhibition in Moscow, there were not only many Products from the Soviet Union, but also many American products, including PepsiCo, which was on par with Coca-Cola at the time. Pepsi's strategy was to let Soviet leaders try fat boy happy water through this exhibition.
Sure enough, the Soviet leader at the time, Khrushchev, not only tasted Pepsi, but also appreciated the drink. In this way, PepsiCo took the lead in opening up the Soviet market. In fact, before coke in the United States, the Soviet Union also had its own coke, but their packaging was relatively simple.
Although the soviet industry at that time had a strong production capacity, it was still inferior to that of the United States and other countries in light industry. So when Pepsi, a refreshing drink, came to the Soviet Union, it was quickly loved by many people. Many people drink a sip of vodka and then a sip of Coke. There are also many people who directly mix the two drinks together.
There are more people drinking Coke, but after all, they can't give it to you for free. However, the Soviet Union at that time, except for the shells, was ivan the Great, and it was always ready for war. Coupled with the fact that the Soviet Union at that time had been subjected to blockade by the West, the Soviet currency was not accepted in the Western countries, and the Soviet Union did not have better industrial products.
So go straight back to the previous barter exchange, where the Soviets initially exchanged vodka directly for coke. And the way it is used is a one-to-one ratio. But after all, this way of doing things was too much for the Soviet Union to persist in. Originally, for the Soviet Union, vodka was not only a drink but also an important strategic material. Tossing and turning like this is not the way to go.
For PepsiCo, I thought it was earned. But after a large amount of vodka was obtained, it could not be sold back to the United States. Because Americans basically don't drink spirits. Pepsi is also very anxious, seeing that its warehouse is full of vodka. Both companies wanted to change their ways, so after the negotiations again, the Soviet Union had nothing of value, so they proposed to exchange warships for something.
Pepsi Felt It Was Okay, so the two sides agreed. The Soviets sold ownership of the warships, but retained the right to use them. After the warship is decommissioned, it will be disposed of by PepsiCo. So the business continued, at the peak of Pepsi, it owned 20 warships, and half of the navy in the Red Sea was Pepsi.d'. At that time, the Red Sea was all Soviet territory, equivalent to controlling half of the Red Sea.
However, the service life of warships generally has a few decades, so Pepsico has not been able to get real benefits during this time. Soon they find that their income is decreasing, and although the assets they own are gradually increasing, it is very troublesome that a large number of assets cannot be realized. Most became the form of shipbuilding for Pepsico by the Soviet Union to pay, but a large number of ships were not built, and the Soviet Union disintegrated.