{"id":68522,"date":"2024-06-08T10:10:05","date_gmt":"2024-06-08T10:10:05","guid":{"rendered":"https:\/\/news.talkwithrattan.com\/index.php\/2024\/06\/08\/energy-drinks-boost-ukraines-soldiers-and-its-economy\/"},"modified":"2024-06-08T10:10:05","modified_gmt":"2024-06-08T10:10:05","slug":"energy-drinks-boost-ukraines-soldiers-and-its-economy","status":"publish","type":"post","link":"https:\/\/news.talkwithrattan.com\/index.php\/2024\/06\/08\/energy-drinks-boost-ukraines-soldiers-and-its-economy\/","title":{"rendered":"Energy Drinks Boost Ukraine\u2019s Soldiers, and Its Economy"},"content":{"rendered":"<div style=\"text-align:center\"><img loading=\"lazy\" decoding=\"async\" width=\"1050\" height=\"550\" src=\"https:\/\/i0.wp.com\/static01.nyt.com\/images\/2024\/06\/04\/multimedia\/00ukraine-energy-drinks-03-twkg\/00ukraine-energy-drinks-03-twkg-facebookJumbo.jpg?fit=1050,550&amp;ssl=1\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"Energy Drinks Boost Ukraine\u2019s Soldiers, and Its Economy\" title=\"Energy Drinks Boost Ukraine\u2019s Soldiers, and Its Economy\" \/><\/div><p> <br \/>\n<\/p>\n<div>\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">On a sunny morning, deep in the forests of western Ukraine where the war barely reaches, 16,000 cans of a new energy drink, Volia, rolled off the assembly line every hour at the Morshynska beverage factory.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Several hundred miles east, driving toward the front line, the sweating coolers at the minimarts and gas stations are loaded with Volia and an array of other energy drinks: Burn, Monster, Non Stop, Hell, Pit Bull and of course the eye-widening veteran of them all, Red Bull.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">By the time one reaches the trenches, where thousands of troops are dug in, trying to survive, the supremacy is complete: Ukrainian soldiers will pass up coffee, Coke, even water in favor of the liquid jolt they need to keep going.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">\u201cIn the morning, when I wake up, I drink an energy drink. When I head out on patrol, I drink an energy drink. Before an attack, I drink an energy drink,\u201d said one Ukrainian soldier who identified himself by his call sign, Psycho, according to military protocol.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div>\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">\u201cLet me explain something as a reconnaissance person,\u201d Psycho continued. \u201cWhen you have to walk three, four or seven kilometers. And you\u2019re carrying 40 kilograms of gear. And you\u2019re covered in sweat. And you haven\u2019t eaten much or slept in three days. If you don\u2019t drink this stuff, where are going to get the energy for that final push?\u201d<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div>\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">Ukraine <a class=\"css-yywogo\" href=\"https:\/\/www.nytimes.com\/2024\/05\/18\/world\/europe\/ukraine-russia-advance-kharkiv.html\" title=\"\">is in the throes<\/a> of its hardest moment since the early months of Russia\u2019s full-scale invasion more than two years ago, and its forces are struggling in face of sustained assaults across the 600-mile front. Depleted and exhausted, frontline troops are hooked on a growing constellation of highly caffeinated, shrewdly marketed energy drinks, <a class=\"css-yywogo\" href=\"https:\/\/newproducts.com\/non-stop-military-edition\/\" title=\"\" rel=\"noopener noreferrer\" target=\"_blank\">some specially made for this war<\/a>.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Sales are surging. Energy drinks have become one of the few bright spots in the Ukrainian economy. New varieties and crazy flavors keep appearing \u2014 cotton candy, cactus, even cannabis \u2014 with names like Jungle, Boost and Stalker.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">You see the cans everywhere. Tucked into ammo vests. Jangling around backpacks with bullets. On the back of tanks. Crushed empties piled in trenches next to dead Russians.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div>\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">Ukrainian companies market these drinks to appeal to frontline troops and the fighting spirit they embody, giving them camouflage labels or patriotic mottos and names such as <a class=\"css-yywogo\" href=\"https:\/\/www.morshynska.ua\/will\" title=\"\" rel=\"noopener noreferrer\" target=\"_blank\">Volia<\/a>, which means, loosely \u2014 there\u2019s no direct translation \u00ad\u2014 freedom and will.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">\u201cWe wanted a slice of the action,\u201d said Marco Tkachuk, the chief executive of IDS Ukraine, the owner of the Morshynska bottling plant and Volia brand.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Morshynska is a water company, based about 45 miles south of the city of Lviv. It made its mark years ago by tapping into natural springs in the Carpathian Mountains and packaging the water in 1.5 liter plastic bottles that have become ubiquitous across Ukraine.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">But in 2022, Mr. Tkachuk, along with other Ukrainian beverage executives, realized something significant was happening as the strains of war intersected with the global <a class=\"css-yywogo\" href=\"https:\/\/www.nytimes.com\/2023\/06\/09\/business\/prime-monster-energy-drinks-caffeine.html\" title=\"\">energy drinks craze<\/a>.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div>\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">Russia\u2019s invasion had <a class=\"css-yywogo\" href=\"https:\/\/www.nytimes.com\/2024\/06\/05\/world\/europe\/ukraine-energy-blackouts-summer-i.html\" title=\"\">upended every aspect of life<\/a> in Ukraine, intensifying the demand for a quick hit of caffeine that didn\u2019t require a cafe, boiling water, a coffee mug or a tea bag. And it was not only soldiers who craved it.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div>\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">\u201cThe civilian population\u2019s heightened need for energy sources arises from constant missile attacks, anxiety and lack of sleep,\u201d said Taras Matsypura, a vice-president at Carlsberg Ukraine.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">And so last year Carlsberg, a major international player, also began manufacturing an energy drink in Ukraine \u2014 <a class=\"css-yywogo\" href=\"https:\/\/carlsbergukraine.com\/en\/products\/battery\/battery-energy-drink\/?CKey=\" title=\"\" rel=\"noopener noreferrer\" target=\"_blank\">Battery<\/a>.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">The market, Mr. Matsypura said, was \u201cbooming.\u201d<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Even with the economy suffering and millions of Ukrainians having fled the country, the sale of energy drinks in Ukraine has surged nearly 50 percent since the start of the war, according to industry surveys.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Individual soldiers, their units and civilian volunteers who bring essentials to the front line are buying truckloads. Some beverage makers like IDS Ukraine provide it for free. And a Ukrainian supply chain has swung into action to move it.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div>\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">Big trucks, little trucks, soldiers\u2019 cars smeared with army green paint, motorcycles and bicycles journey through a landscape of blown-up buildings and downed bridges to carry cases hundreds of miles from factories in central and western Ukraine to trenches in the east.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">\u201cBefore the war, no one was buying it at this scale,\u201d said Serhii Parakhin, a shopkeeper. \u201cExcept truck drivers.\u201d<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div>\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">The best-selling brands are cheaper Ukrainian varieties such as Non Stop and Pit Bull, but imports like Red Bull (from Austria), Monster (from the United States) and Hell (from Hungary) are also popular.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">What distinguishes an energy drink from other soft drinks is its high level of caffeine, along with additives like taurine (an amino acid), B-12 (a vitamin) and guarana extract (from an Amazonian fruit). All are believed to boost flagging energy levels.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div>\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">Many of these drinks pack in around 100 milligrams of caffeine per can, about the same as a cup of coffee. But for coffee you need hot water, and for that you need to light a fire or plug into some electricity, and when you are hunkered down in a muddy trench, those are not easy things to do.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Of course, there are health concerns about consuming too much caffeine, which can lead to shaky hands, high blood pressure and stomach issues. A <a class=\"css-yywogo\" href=\"https:\/\/academic.oup.com\/milmed\/article\/183\/11-12\/e364\/5085551\" title=\"\" rel=\"noopener noreferrer\" target=\"_blank\">2018 study of American soldiers<\/a> found that high level use of energy drinks was \u201csignificantly related\u201d to depression, anxiety, aggressive behaviors and, paradoxically, fatigue.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Bacha, a Ukrainian infantry sergeant, said that one of his older soldiers, who had a heart condition, had died last winter; the unit wondered whether it might have been connected to his habit of drinking 10 cans a day. Bacha said the man was found slumped in the toilet, with an energy drink in his hand.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Psycho dismisses the medical risks. Before the war, he said, he was a paramedic, fitness freak and taekwondo champ. In prewar pictures, he looked like a cross between a Calvin Klein underwear model and Mister Universe. He has been decorated with several medals and was recently wounded in the leg.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">\u201cI\u2019ve been drinking these since I was 14,\u201d he said. \u201cThere\u2019s nothing wrong with them.\u201d<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div>\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">IDS Ukraine, one of Eastern Europe\u2019s biggest bottlers, said it was donating as many as 40,000 cans a month to Ukraine\u2019s military. Soldiers have been part of their process from the beginning, starting with the label: an ancient Ukrainian soldier \u2014 a Cossack \u2014 glaring over a handlebar mustache.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">When the company rolled out its product last year, it asked military units to test it. Mr. Tkachuk explained that their formula was concocted a little differently \u2014 it\u2019s based on mineral water and uses fructose and glucose instead of regular refined sugar. (\u201cThey say sugar works better for uplift but we found some examples in China that used fructose and glucose,\u201d he said.)<\/p>\n<p class=\"css-at9mc1 evys1bk0\">The soldiers liked the taste, and the result was a drink that Mr. Tkachuk conceded was not necessarily healthy but \u201chealthier.\u201d<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Some soldiers said they would rather carry energy drinks into battle than bread. Others said they had become frontline currency.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">\u201cEnergy drinks in the army are not just a drink but the most popular gift,\u201d said <a class=\"css-yywogo\" href=\"https:\/\/www.nytimes.com\/2022\/11\/18\/world\/europe\/ukraine-film-critic-soldier.html\" title=\"\">Anton Filatov<\/a>, a film critic turned soldier.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div>\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">(The Russians have their <a class=\"css-yywogo\" href=\"https:\/\/armrus.ru\/product\/napitok_bezalkogolnyy_toniziruyushchiy_gazirovannyy_tayga_armiya_rossii_11065\/\" title=\"\" rel=\"noopener noreferrer\" target=\"_blank\">own favorites<\/a>, including some patriotically packaged with a red star.)<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Last August, Psycho took a piece of shrapnel a millimeter above his eye. He was disoriented, bleeding and in shock.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">\u201cI crawled back to a position and found a can of Burn,\u201d he said.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">He guzzled it and said he felt better immediately.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">\u201cIn war you\u2019re trying to value these little things,\u201d Psycho explained. \u201cImagine. Just a can of Burn. But my mood was so happy.\u201d<\/p>\n<p class=\"css-798hid etfikam0\">Oleksandra Mykolyshyn<!-- -->, Katya Lachina and <!-- -->Julie Creswell<!-- --> contributed reporting.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/www.nytimes.com\/2024\/06\/08\/world\/asia\/ukraine-soldiers-energy-drinks.html\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>On a sunny morning, deep in the forests of western Ukraine where the war barely reaches, 16,000 cans of a new energy drink, Volia, rolled off the assembly line every hour at the Morshynska beverage factory. Several hundred miles east, driving toward the front line, the sweating coolers at the minimarts and gas stations are [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":68523,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","fifu_image_url":"https:\/\/static01.nyt.com\/images\/2024\/06\/04\/multimedia\/00ukraine-energy-drinks-03-twkg\/00ukraine-energy-drinks-03-twkg-facebookJumbo.jpg","fifu_image_alt":"","footnotes":""},"categories":[1],"tags":[1919,22968,1933,2988,16547,11626],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/posts\/68522"}],"collection":[{"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/comments?post=68522"}],"version-history":[{"count":1,"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/posts\/68522\/revisions"}],"predecessor-version":[{"id":68524,"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/posts\/68522\/revisions\/68524"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/media\/68523"}],"wp:attachment":[{"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/media?parent=68522"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/categories?post=68522"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/news.talkwithrattan.com\/index.php\/wp-json\/wp\/v2\/tags?post=68522"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}