Milaf flag reaches Lenin Peak summit in solo ascent

Russian alpinist Darina Borodina carried the Milaf flag and a sealed can of Milaf Cola to the 7,134-meter summit of Lenin Peak in the Pamir range on July 27. The climb, backed by Dubai-based Kurida F.Z.E., adds an altitude milestone to the brand’s push across Eurasia and Asia.

Why it matters: - The ascent gave Milaf a visible mountain-sport showcase at 7,134 meters, tying the brand to endurance, altitude performance and international expeditions. - Kurida F.Z.E. used the climb to reinforce Milaf’s reach across Eurasia and Asia beyond traditional distribution channels. - The milestone also points to the brand’s broader positioning in date-based beverages and nutrition products.

What happened: - Russian alpinist Darina Borodina placed the Milaf flag on the summit of Lenin Peak in the Pamir range on July 27. - Borodina completed the climb solo, with support from Kurida F.Z.E., the exclusive distributor and strategic developer of the Milaf brand across Eurasia and Asia. - Borodina started her summit push at 11:30 p.m. on July 26. - She reached the summit at 12:20 p.m. the next day. - She descended to base camp on July 29. - The expedition lasted one month in total.

The details: - Lenin Peak stands 7,134 meters above sea level. - Weather on the route was worse than forecast. - Headwinds reached 40–45 km/h. - Driven snow intensified through the night as Borodina gained altitude. - Borodina passed other climbers who had already turned back because of the weather. - A cyclone over the Tien Shan delayed the expedition for close to a week and forced a long wait for a usable weather window. - Borodina also carried a sealed can of Milaf Cola to the summit. - The can was produced in Saudi Arabia from natural date syrup and contains no artificial sweeteners. - Borodina did not open or drink the can during the climb or at the summit. - Milaf Cola and the flag both reached 7,134 meters above sea level. - Borodina came to mountaineering through alpine skiing in the Caucasus and Europe. - Her earlier summits include Mont Blanc, Elbrus, Kazbek, Island Peak and Mera Peak.

Between the lines: - The climb functions as both a sports achievement and a brand-placement moment, giving Milaf a high-visibility association with resilience under harsh conditions. - Kurida is framing the ascent as a different kind of brand milestone than a standard distribution deal. - The company has already built out a broader marketing platform for Milaf, including UFC athlete Islam Makhachev as global brand ambassador and expansion beyond beverages into date-based nutrition products.

What's next: - Borodina said Lenin Peak was a test of her physical condition and her body’s ability to function at altitude, because she is aiming for peaks above 8,000 meters. - Kurida is likely to keep using endurance athletes and expedition-style partnerships to extend Milaf’s profile in new markets. - Milaf will continue to promote its date-based beverage and nutrition lines as part of that expansion.

The bottom line: - A sealed can of Milaf Cola reached one of Central Asia’s highest summits, turning a solo climb into a brand statement about altitude, endurance and reach.