In the late 1960's Pepsi agreed to an exchange of Pepsi syrup and bottling equipment in return for distributing Stolichnaya vodka. This is an example of a:

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Countertrade involves selling a product to a buyer and agreeing to accept, in return for payment, products from the buyer's firm or from the trade agency/institution of the buyer. This exchange was an example of successful countertrade conducted over decades.

In the Late 1960's Pepsi Agreed to an Exchange of Pepsi