A traditional Eastern European fermented drink, historically nicknamed 'Communist Coke' or 'Soviet Guinness', is capturing the attention of health-conscious consumers across the United Kingdom. Known as kvass, this lightly alcoholic beverage has begun appearing on supermarket shelves, including at Sainsbury's, as retailers hope it will replicate the success of other fermented favourites like kefir and kombucha.
From Soviet Staple to UK Supermarket Shelves
Kvass, also referred to as 'gira', is a probiotic-rich drink traditionally made from grains, fruit, vegetables, or leftover rye bread. Its fermentation process creates a beverage with an alcohol by volume (ABV) of up to 1.2%, placing it neatly within the booming 'nolo' (no and low-alcohol) drinks market. Its origins are humble: brewed in Soviet times when resources were scarce, it was originally sold flat before being carbonated in the 1980s to compete with fizzy drinks.
Beyond major supermarkets, craft breweries are also embracing kvass. Northern Monk in Leeds releases a seasonal variety annually. The drink's appeal lies in its health credentials; it is packed with beneficial bacteria believed to support digestion and immunity, and is rich in vitamins B and E, which can promote healthy skin and hair.
Entrepreneurs and 'Kvassoholics' Lead the Charge
The UK market is being pioneered by entrepreneurs like Anton Puzorjov, an Estonian founder based in Edinburgh. His company, Quas Drinks, claims to be the 'UK's first genuine kvass', made with natural, vegan ingredients. Puzorjov was motivated by a decade-long struggle to find a satisfying non-alcoholic drink in the UK. "I would always end up having tap water at social events," he explained, highlighting a gap in the market for healthy, appealing alternatives to sugary soft drinks.
On social media, advocates like Vilte Fuller, a self-described 'kvassoholic' on TikTok, are sharing homemade recipes, such as beetroot and apple kvass. Another user, @givemethevitamins from Slovenia, demonstrates making it from stale bread. This grassroots enthusiasm is mirrored by new commercial ventures. Spookys Kiosk, founded by a Lithuanian expat in London, is set to launch in early 2026 with flavours including rye and cherry, and orange, made from a Shoreditch kitchen start-up.
Health Benefits and a Fermented Future
The rise of kvass aligns with a broader surge in fermented foods, a global market now estimated to be worth £67 billion. Scientific reviews, including a 2025 paper in Frontiers in Nutrition, point to benefits like reduced bloating and improved bowel regularity. A 2022 analysis also linked fermented foods to better heart and metabolic health.
Dr Sean Preston, a Consultant Gastroenterologist at London Digestive Health, notes: 'The primary reason for this is the probiotic, or live bacteria, that is present, which can help digestion and support the gut microbiome.' He added there is a theoretical benefit in reducing bowel cancer risk by creating a diverse gut microbiome.
As kvass finds its footing in the UK, it represents more than a nostalgic import. It taps into a powerful consumer trend towards functional, gut-friendly foods and viable low-alcohol options, suggesting this taste of Eastern European tradition may be here to stay.
