Expert Shapkin explained why whiskey has ceased to be a drink for the elite
Due to their alcoholic preferences, Russians are slowly but surely switching from vodka to foreign drinks. So, if a year ago the leader in sales growth in the domestic market was gin, then in 2024 retail sales of whiskey increased sharply – by almost a quarter. Sales of our iconic drink — vodka — are also growing, but at an almost imperceptible pace.
According to recent data from Rosalkogoltabakcontrol, during the period from January to May 2024, sales of almost all types of alcohol in the country increased — and this despite the total increase in the price of alcohol. Only the rates of this growth are different for different drinks. The undoubted leader in sales growth was “unfriendly” whiskey — their sales in the country increased by almost 25% compared to the same period last year. This is the first time whiskey has demonstrated such rapid growth.
The statistics for Russians are bleak for some other types of Western alcohol. Over the five months of this year, the consumption of tequila increased by 21.3%, rum — by 20.3%, bitter by almost 20%…
By the way, the entire alcohol market in the country increased by only 4. 2%. In general, the offensive of “not our” alcohol is on all fronts. While retail sales of Russian vodka have increased by only 1.6% since the beginning of the year.
How should we understand all this? Where, one might say, is our national pride? True, some analysts do not see the transition to whiskey as a deviation from tradition. They say that our brothers drink whiskey like vodka. And Europeans and Americans prefer them with soda, that is, diluted.
“When we also start drinking whiskey with soda, then we can talk about a shift in emphasis in alcoholic tastes. But I hope that this will never happen,” one of the experts told us.
Experts blame the localization of production of these drinks in Russia for the increase in retail sales of whiskey, tequila and rum. As a result, prices for the same whiskey are reduced and it becomes more accessible to the general public. In addition, domestic retailers are not asleep either; they were able to arrange supplies of foreign alcohol to Russia under the sanctions.
But experts, first of all, cite increased incomes as the main reason for the shift in alcohol habits of Russians. Now, they say, many can treat themselves to cognac, whiskey, and gin.
The explanation is so-so. If wages increase (and they do increase at a record pace, and for two years in a row), it is not at all necessary to spend it on whiskey or brandy. Many families have enough other worries: to at least have a good rest in the summer with their children… It turns out that we drink anyway. Out of grief — if the salary is small. And with joy, too, if it is big.
Wine consumption in Russia has also increased since the beginning of the year. Sales of liqueur wines are up by more than 70%, and sparkling wines by almost 30%. Sales of grape wines increased by 12.6%.
As you know, prices for strong alcohol in Russia have increased since July 1 of this year; now the minimum cost of half a liter of vodka costs 299 rubles, and cognac 556 rubles. In May, prices for wine also jumped quite sharply.
— Just five years ago, whiskey in our country was considered a drink for the elite, — says Pavel Shapkin, head of the Center for the Development of National Alcohol Policy. — A bottle of whiskey was three or more times more expensive than vodka. Today, you can buy them for 400 rubles per half liter, almost the same as vodka. Russians now have the opportunity to buy something that was previously unaffordable, because the average price of whiskey has significantly decreased in recent years. Why not try something new?
— Vodka is produced by rectification, and whiskey by distillation. Feel the difference, this is a completely different level. In our country, only cognac is made from distillate. Although many experts suspect that half of its volumes are also obtained from rectification. In addition, maturation of whiskey also requires aging time. Gradually, consumers began to delve into this topic; you quickly get used to good things. I believe that over time the volume of production and retail sales of whiskey in Russia will grow. Moreover, if now it is possible to buy this drink at a relatively affordable price… You need to take advantage of this, which is what many Russians do.
— The cost of distillation does not allow setting a minimum wage. Now, if our “masters” learn to counterfeit whiskey, like vodka or cognac, and butt it, then we will have to introduce a minimum price for this drink. Meaning that if they sell it to you at a reduced price, then it is counterfeit.
— The United States produces approximately the same amount of vodka, whiskey and tequila. It is quite possible that in the near future the consumption figures for vodka and whiskey in our country will become comparable. But vodka is not just a drink for us, it is also a snack: cucumbers, herring, potatoes… This is the Russian soul and it cannot be measured by sales statistics.