A popular Eastern European drink dubbed ‘Communist Coke’ has become the latest hit with wellness-obsessed hipsters in the UK.

Kvass – also know as ‘Soviet Guinness’- has hit the shelves in Sainsbury’swith retailers hoping it follows in the success of other trendy fermented drinks such as kefir, kimchi and kombucha.

Otherwise known as ‘gira’, the drink is made from grains, fruit, vegetables, or even old bread, and is packed with healthy probiotics to benefit gut health and immunity.

Kvass has long been called the ‘Coke of communism’, and is lightly alcoholic, with an ABV of up to 1.2 per cent, tying in nicely with the current sales boom in ‘nolo’ (no or low-alcohol) beers, wines and spirits.

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As well as appearing in supermarkets, craft breweries such as Northern Monk in Leeds releases a seasonal variety every year.

Fans say the probiotic-rich drink can support digestion and immunity through beneficial bacteria and do ‘miracles for gut health,’. Its also rich in vitamins B and E which can help keep skin and hair healthy.

Anton Puzorjov from Estonia, meanwhile, is the founder of Quas Drinks, based in Edinburgh, which calls itself the ‘UK’s first genuine kvass’, made using natural and vegan ingredients.

He says it is his favourite drink, explaining: ‘I was thinking, why don’t we have kvass in the UK? I really love this drink. It’s non-alcoholic; I don’t drink alcohol myself.

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‘And I really struggled in the UK for the past 10 years to find a nice, non-alcoholic drink that I would really enjoy, not just the taste but also how it would look.

‘There is Coca-Cola, but for today’s consumers who are health-conscious, including myself, Coca-Cola is not really a good option. If you look around, there aren’t really that many products that are good for you.’

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Anton said he would always end up having tap water at social events due to the limited availability of healthy, non-alcoholic drinks.

He added: ‘It has a massive, massive potential that is not utilised by the vast majority of producers.

‘It’s a fermented product but the way it’s produced is called mixed fermentation, when you have both bacteria and yeast.’

Traditionally, kvass is made from leftover bread. It is soaked in water to allow the fermentation process to begin, and left for a couple of days at room temperature.

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It is then cooled down, ready to drink.

Vilte Fuller, who describes herself as a ‘kvassoholic’ on TikTok, filmed the process of making beetroot and apple kvass.

She combined the fruits with a litre of water and three tablespoons of sugar. She then let it ferment for a week before straining it.

Another social media user, @givemethevitamins from Slovenia, makes hers from stale bread.

Tomas Josas, a beer historian and sommelier in Lithuania, told the BBC: ‘Traditionally, (in Lithuania) it was a homemade drink using old rye bread because it was a smart way to use up leftovers.

‘Fermentation not only preserved nutrients but also lowered the pH, killing harmful bacteria – meaning kvass was often safer to drink than water.’

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Kvass was originally brewed in Soviet times when resources were scarce.

Until the 1980s, it was sold flat, but was later carbonated to compete with the rising fizzy drinks market after the fall of the Soviet Union.

These days, it can be used for anything from cocktail mixers to a refreshing summer beverage or even as a sore throat remedy.

Meanwhile, another new brand name, Spookys Kiosk, is also set to help make kvass the cool thing in the UK.

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The anonymous founder describes herself as ‘a Lithuanian girl making Kvass in London’ and says: ‘I accidentally started one of the UK’s first kvass brands.

‘I’m Lithuanian and I really missed kvass, otherwise known as gira. I was so shocked by the popularity of kefir, and was like, why is kvass not here?

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‘So, I started making my own drink samples in my Shoreditch kitchen.’

After finding London-based manufacturers, the brand is now set to launch in early 2026 and will have three flavours – rye and cherry, rye and raisin, and orange.

The announcement was met with enthusiasm, with one person commenting: ‘Great news! The imported kvas in London Euroshops is far too sweet. It’s not like the live/fresh stuff we used to get from the orange tanker on the street…’

Another said: ‘I’ve always wondered why there was no kvas here! Everyone who’s tried it when I brought it with me has loved it!’

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A third commented: ‘Okay now I need new series: instead of tasting matcha, I’ll be tasting kvas.’

‘To be honest it took 9-8 years for kefir to slowly make it from Polish shops to niche organic shops to big chains like Aldi after the previous rise of kombucha,’ another speculated.

‘Really hoping kvass will be the next thing. Good luck!’

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As with many Slavic nations, Kvass is a highly popular drink in Russia.

In 2022, dozens of Western companies, including McDonald’s, IKEA, Apple and Starbucks, announced the suspension of their work in the country following Vladimir Putin’s invasion of Ukraine.

When many Russians found themselves deprived of popular products, including carbonated drinks, officials said people should instead turn to local alternatives, with kvass among the suggestions.

Dmitry Petrovsky, a politician in the Yaroslavl region, said Russians should turn to ‘tarkhun’, a green carbonated drink, or kvass.

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He told social media at the time: ‘It’s healthier and tastier,’ and, referring to McDonald’s absence in the country, added: ‘Potatoes (should not be) unhealthily deep-fried, but boiled or baked.’

Even big brands have previously become involved with kvass production, including Heineken and Coca-Cola.

At the same time, similar products such as kefir, kimchi and kombucha have surged in popularity, with a growing body of research pointing to their health benefits.

A 2025 review in Frontiers in Nutrition found fermented foods can ease bloating and improve bowel regularity, while a 2022 analysis by Chinese researchers linked foods such as yoghurt and kimchi to better heart and metabolic health.

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Some studies have even suggested fermented foods could influence mood via the gut–brain axis, potentially easing symptoms of depression and anxiety – although scientists stress research in this area is still emerging.

‘There are a host of health benefits from eating fermented foods,’ says Dr Sean Preston, Consultant Gastroenterologist at London Digestive Health.

‘The primary reason for this is the probiotic, or live bacteria, that is present, which can help digestion and support the gut microbiome.

‘Theoretically there is also a possible benefit of reducing the risk of bowel cancer by creating a diverse gut microbiome and preventing the production of pro-carcinogenic compounds.’

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It’s no wonder, then, that fermented foods have become big business – the global market is now worth an estimated £67billion and is expected to increase fivefold within the next decade.