Jaguar (beverage)

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Jaguar is an alcoholic drink/energy drink mixed beverage which is widely available in some post-Soviet countries. It is an industrially produced carbonated ready-to-drink cocktail by Happyland LLC (Moscow)/IBB Ltd. (London).[1] Jaguar is described as extremely popular with young people, despite the fact that its sale to under-18s is prohibited.[2] Jaguar 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% vol.

The UK version of Jaguar is alcohol free and is marketed as an energy/health drink.[citation needed]

Notes and references[edit]

  1. ^ headquartered in Regent House, 316, Beulah Hill, London, UK
  2. ^ http://translate.google.com/translate?sl=ru&tl=en&js=n&u=http%3A%2F%2Fwww.megamagnat.ru%2Ftm%2F363.html
  3. ^ http://englishrussia.com/2012/02/29/jaguar-generation/
  4. ^ 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.
  5. ^ caffeine, taurine, etc.
  6. ^ http://www.foodmarket.spb.ru/eng/current.php?article=796

External links[edit]