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Several rounds of ‘Kumysovka’ convinced Borat to promote Ablay Myrzakhmetov brand

Sacha Noam Baron Cohen will promote ‘Kumysovka’ alcoholic beverage as a tribute to the national culture of Kazakhstan. The idea of becoming the brand ambassador of the true Kazakhstan drink came after talks with the chairman of ‘Atameken’ trade union, Ablay Myrzakhmetov.

‘Kumysovka’ will be featured in some sort of promotional clips which will serve both for the cultural enrichment of the viewers and good commercial for the brand. The idea came from Ablay Myrzakhmetov, an influential business ombudsman from Kazakhstan. At first ‘Borat’ was sceptical but after tasting the beverage he changed his mind.

“I gave up after several rounds of ‘Kumysovka’ with this Ablay dude. At first I hesitated to put Borat’s impeccable journalist reputation behind some oligarch’s commercials. But as I’ve tasted ‘Kumysovka’, I was convinced – it’s very nice, very novel, outstanding. That’s what Borat likes! And the bottle design is so Kazakhstani, that I had no right to resist.”

‘Kumysovka’ conquers the World

Kumysovka pilot batch in Almaty bar.

The invention of Ablay Myrzakhmetov, the Kazakh statesman, is available to connoisseurs in select liquor stores in Kazakhstan. Before it made its way to the shelves it was delivered to the bars. Focus groups considered the beverage a ready product with surprisingly distinct taste and gentle unique aftertaste. It isn’t just a vodka with Kumys in it. The product was shown – with a great success – at the Food&Drinks expo in Singapore.

Ask Mr.Anuar Kurzhikayev for free samples and trading opportunities:

    • Kazakhstan House, 125 Pall Mall, London SW1Y 5EA
    • Tel: 020 792 51757 
    • Fax 020 7930 8990
    • Monday-Friday 09.00-13.00 & 14.30-18.30

Paolo Sorbello

Paolo Sorbello is a journalist and researcher. He is a PhD candidate at the University of Glasgow, studying state-business relations in Kazakhstan, Kyrgyzstan and Russia. He is also the Business News Editor of the weekly newspaper The Conway Bulletin.

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