Este Drinks Production

History

2023: Arkady Novikov bought a stake in Este Drinks Production

The owner of the Novikov Group restaurant holding Arkady Novikov received a stake in Este Drinks Production, which plans to launch cola-flavored drinks under the Este.Co brand. The corresponding entry was made to the Unified State Register of Legal Entities in October 2023.

According to Kommersant, citing materials from Rosaccreditation and the Unified State Register of Legal Entities, Este Drinks Production is 80% owned by EsteCo International, where Novikov and Maximilian Besedin each have 50%. The remaining 20% through Bitubi Services LLC is owned by the general director of Este Drinks Production Vadim Kupenko.

Arkady Novikov

The publication found out that soda will be produced under the Este.Co logo - an application for its registration was sent in July 203. A declaration for Cola Classic Light, Cola Zero and Cola Zero Ultra drinks has also been issued. Sell drinks in jars and glass bottles of 0.33 liters, as well as plastic bottles of 0.5 liters and 1.5 liters will begin at the end of 2023.

The laboratory in Italy is engaged in the recipe, and the production itself is still located at the Volzhanka plant in the Ulyanovsk region. But there are plans to open enterprises in other regions of Russia, as well as in the UAE. Investments in the launch of the brand depend on the circulation, packaging and number of positions in the line, says Anton Stelmakov, co-founder of Famous Amazing Brands (Vanilla Flight and Anarchy). According to him, Volzhanka is unlikely to agree to a small contract production. The distribution of drinks through Novikov Group restaurants can support the launch of the drink, but 95% of the category's sales go through retail chains, says Stelmakov.

RestCon CEO Elena Perepelitsa, commenting on the project of Arkady Novikov, noted in a conversation with the publication that the restaurant business is distinguished by increased risks, and the production of products and drinks for retail may turn out to be a good diversification of investments^[1]

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