Jaguar (beverage)
Jaguar (East Slavic: "ягуар") is an alcoholic energy beverage widely available in some post-Soviet countries. It is an industrially produced carbonated ready-to-drink cocktail by Happyland LLC (Moscow)/IBB Ltd. (London) since 2002.[1] Jaguar is described as being extremely popular among young people, despite the fact that its sale to minors is prohibited,[2] and has a reputation for being often abused by gopniki.[3] The manufacturer however claims beneficial qualities to their product in their advertising,[4] emphasising the relatively low alcohol content of the Jaguar drink when compared with hard liquors, and also the benefits of other ingredients such as vitamins and stimulants.[5] In 2009, Jaguar was described as one of the leading brands of the Russian ready-to-drink beverage market, with a share of 8% of that market.[6] In 2010, the alcohol content of Jaguar was reduced from 9% to 7% in order to meet with new regulations regarding "beer and carbonated alcoholic produce" (although the 9% version is still being marketed as "Jaguar Ultra", but isn't sold in Russia anymore).
An alcohol-free version of Jaguar exists and is also sold in foreign markets (mostly European).
Notes and references
- ↑ headquartered in Regent House, 316, Beulah Hill, London, UK
- ↑ http://translate.google.com/translate?sl=ru&tl=en&js=n&u=http%3A%2F%2Fwww.megamagnat.ru%2Ftm%2F363.html
- ↑ http://englishrussia.com/2012/02/29/jaguar-generation/
- ↑ The online advertising is chiefly targeted towards Russia and the Ukraine, but also translated into English. Curiously, the English section of the Jaguar website doesn't ask whether visitors are over the age while the Russian and Ukrainian sections do.
- ↑ caffeine, taurine, etc.
- ↑ http://www.foodmarket.spb.ru/eng/current.php?article=796