“In rural areas, Russians have long switched to moonshine”
The Ministry of Finance proposed increasing the minimum prices for vodka, brandy and cognac. From January 1, 2024, half a liter of “white” will rise in price by 7%, to 299 rubles. Meanwhile, earlier Russian vodka producers asked the ministry to index the “minimum wage” to 301 rubles per bottle against the backdrop of rising excise taxes and the cost of raw materials. The market players' request was granted, but not fully. Overcoming the psychologically significant mark of 300 rubles. per bottle could be noticeable for some consumers. As a result, the upcoming price increase was agreed upon, but without two rubles.
According to the project of the Ministry of Finance, from January 1, 2024, the minimum retail price (MRP) for 0.5 liter vodka is planned to be increased to 299 rubles from 281, for cognac — up to 556 rubles from 517, for brandy — to 403 rubles from 375. In addition, it is proposed to establish a minimum price for rum — 403 rubles for a half-liter bottle.
Meanwhile, vodka sold through the MRP accounts for about 35% of the market. According to alcohol producers, a 7% price increase is not enough to offset all their costs — taking into account inflation of 7.5%.
Let us remember that the MRC was invented in 2009 specifically for vodka. At the dawn of the modern alcohol market, when EGAIS (Unified State Automated Information System for recording the volume of production and turnover of ethyl alcohol, alcoholic and alcohol-containing products) had not yet reached its current heights, the temptation to “steal taxes” was too big. Those who did not pay taxes could sell vodka cheaper and earn more. To combat this phenomenon, the MRP was introduced. When there is a minimum price, any police officer with a quick glance at the store shelf can understand whether it is counterfeit or not.
Following vodka, the MRP was introduced for cognac (in 2011) and sparkling wine — champagne (in 2016). To «quiet» There is no MRC for wine yet, although the authorities of the Krasnodar region are already proposing to consider this option.
Marketing expert for strong alcohol, member of the Guild of Marketers Ruslan Bragin believes that consumers will not notice an increase in prices for “little white” alcohol. due to MRP indexation. For the wealthy part of the population, an extra 15–20 rubles per bottle — not a problem, but low-income drinkers switched to moonshine long ago, since the official price of vodka became prohibitive for them.
— Indeed, in past years, a bottle of vodka cost at least 120 rubles, and 160, and 190… And if marketers can use a psychological trick and set prices below a round number, then with vodka for 299 rubles the situation is different. Increase in price of vodka — This is a natural process aimed at two goals: combating counterfeit goods and reducing alcoholism. There are two reasons for the constant increase in prices. The first — This is a reduction in alcoholism in the population, or the fight for public health. The second — This is the fight against counterfeit goods. If a consumer sees a bottle of vodka cheaper than its minimum cost, then it is a fake.
— Of course. Previously, to produce a bottle, the industry used Finnish paints, imported self-adhesive labels, and German foil. Now this is nothing. We have to get out and look for local manufacturers. Changing partners costs money.
— If we drive 100 km from Moscow, we will see that they already drink vodka there only on holidays. It is expensive for local residents. And they mostly drink moonshine there. If we talk about the quality of the drink, then all vodka is good — and for 300 rubles, and for 1300 rubles, and for 5300 rubles. Alcohol consumers have two psychological thresholds: a bottle up to 500 rubles and up to 1 thousand rubles. If one or the other threshold is overcome, then the price no longer plays a special role.
— Rum — a drink for a very small category of consumption in the Russian Federation. There are three types: white, gold and aged. Aged and golden are drunk neat. White is used to make cocktails. Apparently, the responsible departments are monitoring trends and, according to the Unified State Automated Information System, they see that the “rum” category is growing. Apparently, Russians are diversifying their “portfolio” consumed alcoholic beverages and rely on rum. 403 rubles per bottle 0.5 — normal price for cheap unaged rum.
Vodka from 281 rub. up to 299 rub.
Brandy from 375 rub. up to 403 rub.
Cognac from 517 rub. up to 556 rub.
2018 205 rub.
2019 215 rub.
2020 230 rub.
2021 243 rub.
2022 261 rub.
2023 281 rub.
2024 299 rub.