Magazine content is available exclusively for TIME subscribers.TRADE: Profiting from Pepskis
"A drink of cold Pepsi-Cola will create a good mood and will refresh you."
That slogan would not fly on Madison Avenue, but it is proving persuasive enough in Pepsi-Cola's newest market: the Soviet Union. Since 1974, when cases of Pepsi began rolling out of a new plant in the Black Sea port city of Novorossisk, sales have grown to 50 million bottles in 1976 and may climb another 20% this year. Pepsi's venture has set a pattern for future deals in the just stirring market for Western consumer goods in Russia.
Pepsi's...
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