Word: pepsico
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Dates: during 1970-1979
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...Soviets have not bought any widely distributed U.S. consumer goods, nor has any American product been manufactured in Russia. Last week both gaps were filled-and of all the products the Soviets could have chosen, they decided to ask for "Pepsi, please." Soyuzplodoimport, a Soviet foreign trade corporation, and PepsiCo Chairman Donald M. Kendall reached an agreement giving Pepsi exclusive rights to market cola beverages to be bottled in Russia. The No. 2 U.S. soft drink will thus become the first bit of everyday Americana available to consumers in the Soviet Union...
...PepsiCo deal involves hard as well as soft drinks. The company will import a whole bar shelf of Soviet liquors, including vodka, brandy, cordials and wine, which will be marketed by Monsieur Henri Wines Ltd., a PepsiCo division. Under an ingenious sales-incentive plan, the quantity of Pepsi allowed in Russia will be tied directly to the sale of Soviet potables to Americans. In effect, sharp Soviet traders found a way to get an aggressive American firm to push their liquor hard. PepsiCo officials are also pleased, since U.S. products have high prestige in Russia and sell almost instantly...
Within the past week, Donald M. Kendall, chairman of Pepsico and this year's Industry division head of the Committee to re-elect the President, announced that an agreement to place Pepsi-Cola on the Soviet market had been concluded with the Ministry of Trade. Nixon's years with Mudge Rose may throw light on the recent agreement...
Before the announcement, the Federal Trade Commission had been considering bringing Pepsico to trial over possible anti-trust violations in the corporation's acquisition of Rheingold Corporation...
Nixon's connections may explain why, simultaneously with Kendall's announcement, the FTC made known an agreement with Pepsico under which the corporation agreed not to move to assume or exercise actual control of Rheingold before December 4. The possibility that Mudge Rose heavily influenced the FTC on Pepsico's behalf is probable, considering the firm's past relationship with the corporation...