Branded champion's water and chak-chak to be offered as replacement for firewater to tourists in Kazan

Tatarstan has released its own branded products for 2018 World Cup

Branded champion's water and chak-chak to be offered as replacement for firewater to tourists in Kazan Photo: Anton Zhuravlev

In the process of promoting Tatarstan in tourist market, big guns have been brought out — now the brand Visit Tatarstan will be in stores on the labels of bottled water and on the boxes of chak-chak. Apparently, this is only the beginning — in the near future we can expect the appearance of gift sets and other products suitable as a souvenir from the republic. The correspondent of Realnoe Vremya was one of the first to see and taste another feature of Tatarstan.

Visit Tatarstan go to the masses

Tatarstan State Committee for Tourism and Tourism Development Centre have come up with another way to promote the brand of the republic — branded bottled water and chak-chak will appear on the shelves of shops, souvenir stalls, at the stations and Kazan airport exactly by the World Cup.

The water under the brand Visit Tatarstan is produced by Water-Industrial Company PLC. Their products can also be found in the stores called Zhivoy Klyutch. The water of the highest category has been bottled since 2011 in Borovoye Matyushino. As director general of the company Daniil Doronin told, they met with Visit Tatarstan six months ago at a tourist forum, and in the last two months ''easily found a common language''. The result of cooperation was the production of carbonated and still water with four types of packaging each.

Another container for the champion's water is not provided, so you can not be afraid of problems with firewater in Kazan.

''The products themselves are of high quality. We have the only water of the highest category in the Republic of Tatarstan. We will definitely not be ashamed to offer this water the guests of the capital of our region,'' the director general of the company believes.

The water under the brand Visit Tatarstan is produced by Water-Industrial Company PLC

The bakery Khlebzavod No.3 was chosen as a partner in the production of branded chak-chak. The Tatar sweet in a box with a bright national ornament is produced in the volume of 300 grammes and is recommended to sell for 150 rubles. The bakery daily manually produces 3,5 tonnes of chak-chak, the branded one is produced a thousand boxes a day for now. But the volume can be increased at the request of distributors.

''Our task is to make a tourist become a bearer of the brand''

The new products were presented to the media directly in the bakery, which already from afar exudes a mouth-watering smell of baking. Chairman of the State Committee of the Republic of Tatarstan Sergey Ivanov admitted — every time he drives past the bakery, the thoughts of fresh bread inevitably come to mind. Returning from the ''bakery lyrics'' to the current work, the speaker said that they wondered what a tourist can buy in Kazan and decided that it is necessary to make sure that they purchased products 100 percent produced in the region.

The idea with chak-chak lays on the surface because it is mainly taken from Tatarstan as a gift. The choice of water for branding was also obvious because the traveler simply can not do without it.

''Our goal is to make the tourist become the carrier of brand Visit Tatarstan. A tourist should buy chak-chak not just for tea, although this is his main purpose, but also as a piece of Tatarstan, as a gift that he must bring from Tatarstan to his friends, relatives and so on,'' said the chairman of the State Committee on Tourism.

The bakery Khlebzavod No.3 was chosen as a partner in the production of branded chak-chak

Bashkiria and Crimea sell chack-chak produced in Kazan

After the press conference, a dream of Dilbar Sadykova, director general of ANO Tourism Development Centre and manager of the office Visit Tatarstan, came true — everyone was dressed up in coats and hats and taken to see how chak-chak is produced. It is made exclusively from natural Tatarstan products, which in skillful hands of employees of the bakery turn into a sweet dessert for tea. The prepared dough is rolled out, finely chopped and sent in portions in boiling oil. Then the pieces of dough are mixed with honey syrup, after which they can be packed and called ready-made chak-chak. A portion of chak-chak, cooked in front of the visitors of the bakery, was presented to happy Dilbar Sadykova, who treated everyone with hot and crispy sweet.

How to cook chak-chak

The bakery itself has no doubt about the quality of their product and cites evidence that others also have no doubts on this point. It's funny, but, for example, on the shelves of a Bashkir airport under the national brand there is chak-chak made here, in Kazan. You can also find it in Crimea, however, on the package it will be written Swallow's Nest.

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By Maria Gorozhaninova. Photo: Anton Zhuravlev. Video: Maria Gorozhaninova
Tatarstan