It is fast becoming Russia's favourite drink, eclipsing the traditional Slavic fuel of vodka. So when 10 tons of beer became trapped beneath a sheet of Siberian ice for over a week authorities in the desolate industrial town of Omsk stopped at nothing to get it back, and sent in the army.
A lorry carrying the beer sank when trying to cross the frozen Irtysh river in the Siberian region of Cherlaksky. The driver and a friend managed to jump clear.
Over the past week six divers, 10 labourers and a T-72 tank have failed to get it back.
Rescuers used chainsaws and crowbars to carve a 100 metre long passage through the ice so the lorry could be dragged to dry land.
But their hopes were dashed when the vehicle was swept away by a strong current and winds.
However, with a typical belief in the invincibility of the poorly funded Russian military, the authorities said they were confident the soldiers would retrieve it within a day.
It is unclear whether they will be rewarded with part of the lorry's contents.
