Russian vodka consumption continues to decline for a third consecutive year
In a contemporary twist, Russia's younger generation is ditching vodka, deeming it a passe choice once preferred by their parents' generation. This shift can be attributed to a mix of health-conscious living and economic pressures.
Vodka, once a staple drink in Russia, is finding itself in a turf war. Despite a slight rebound in sales in 2024, compared to 2023, overall consumption continues to drop - an astonishing 7.2% in the first quarter alone!
But vodka is not going without a fight. It's the country's beloved national drink, after all. However, in the HoReCa sector, the decline is significant, from 17.4 million liters of vodka in 2023 to 12.9 million in 2024. Regional authorities have waged war on "pouring establishments" - small venues in residential buildings. They've been limiting operating hours, and many have been shut down.
So, what's driving this seismic change? Experts initially pinned it on pricing, with excise taxes and minimum retail prices rising. But delving deeper, it's evident that the relationship between Russians and vodka is undergoing a profound transformation. The love affair is fading.
A common gas station attendant, a simple Moscow man previously known for his modest income and simple tastes, surprised me when he confessed, "I haven't drunk vodka for several years, I drink whiskey now."
Interestingly, the extra cost didn't bother him. "So what?" he shrugged. "I like it. And vodka - I don't like it anymore."
This simple exchange encapsulates the crux of the issue: like versus dislike.
The decline in vodka's popularity can be attributed to several factors. Vodka is made from rectified spirit, a highly purified and tasteless spirit with no enjoyment of taste and aroma. Conversely, whiskey, rum, tequila, and cognac are made from distillates, containing various oils, ethers, and other substances that soften the "spirituousness" and preserve the original taste and aroma of the raw material.
In Soviet times, vodka was the only affordable alcoholic beverage while cognac was a luxury. But as foreign bottles started appearing on shelves, people began comparing and questioning the value of their national drink. The position of vodka was shaken.
“Indeed, more and more people consider vodka tasteless,” admitted Grigory Shevchenko, a sommelier from “KP”. “They only chill it to hide the unpleasant vodka taste. To mask it, they release vodka with additives, or people themselves make infusions with honey, lemon, spices. But when the country started producing affordable whiskey and gin, many switched to these drinks."
Another factor contributing to vodka's downfall is the perception that it's for those who can't afford more expensive options. As more Russians witness their salaries increase and affordable domestic whiskey brands become available, the opportunities for upgrading their drinking preferences seem endless.
The rise of a healthy lifestyle, public opinion rejecting drunkenness, stricter control at workplaces, and modern life offering opportunities for success and self-realization further deters the consumption of vodka.
But this isn't just about the older generation abandoning their drink of choice. In a sharp contrast, young people are firmly rejecting vodka en masse. They perceive it as a "parent's drink" and associate it with social problems prevalent in past decades. A deep-rooted generational divide has emerged, with the Gen Z generation showing the highest level of antagonism towards vodka.
Instead, young people are turning towards light cocktails, cider, craft beer, exotic drinks like Korean soju and makkoli, Mexican tequila, Japanese sake, and non-alcoholic beverages. Even coffee raves - alcohol-free parties or discos where the only strong drink served is coffee - are becoming increasingly popular among the youth.
Among those not yet ready to completely abstain from alcohol, there's a growing trend of opting for "less is more." The appeal is clear: less heavy intoxication, fewer alcohol-related issues, and a longer life.
Despite the precipitous decline in vodka consumption, the future remains uncertain. Experts suggest that while vodka is poised for a recovery, cognac is expected to slide down the ranks. It's unlikely to regain the second place it once held.
In the coming years, the market is expected to tilt towards wine, gin, whiskey, and rum. Local production, appealing flavors, and affordable price points are key drivers of this shift. As consumers prioritize Russian products that meet their taste and quality expectations, vodka may regain some of its lost ground.
However, this newfound sobriety could also be a double-edged sword. Low-alcohol drinks are often consumed in larger volumes, leading to increased risks of addiction. Balancing the desire for moderation with the need for responsible consumption will be a ongoing challenge.
Ultimately, the world is witnessing a transformation in Russia's drinking culture, as younger generations usher in healthier, more mindful choices. Whether vodka can adapt and evolve to meet the escalating demands remains to be seen.
[1] https://www.who.int/news-room/fact-sheets/detail/alcohol[2] https://www.healthdata.org/news-statistics/alcohol-consumption-russia-drop-7-7-percentage-points-2022[3] https://www.statista.com/statistics/774483/europe-consumption-beverages-excluding-alcoholic-beverages-per-capita/[4] https://ourworldindata.org/drinking-alcohol[5] https://www.euro.who.int/en/health-topics/disease-prevention/alcohol/alcohol-and-youth/alcohol-in-europe-a-universal-youth-problem-2021
- The trend of ditching vodka among millennials in Russia is not only due to health-conscious living and economic pressures, but also due to a shift in taste preferences, as people are starting to appreciate the taste and aroma of spirituous drinks like whiskey, rum, tequila, and cognac.
- Factors contributing to vodka's decline include the perception that it's for those who cannot afford more expensive options, the rise of a healthy lifestyle, and the association of vodka with social problems prevalent in past decades, particularly among young people.
- In contrast to vodka, young people are turning towards a variety of alcoholic beverages such as light cocktails, cider, craft beer, Korean soju and makkoli, Mexican tequila, Japanese sake, and non-alcoholic beverages.
- The decline in vodka's popularity has also been attributed to its highly purified and tasteless spirit, which lacks the enjoyment of taste and aroma compared to other distillates.
- The future of vodka remains uncertain, as experts suggest it may recover but might not regain its second place status, with the market likely tilting towards wine, gin, whiskey, and rum in the coming years.
- While the decline in vodka consumption is a positive step towards mental health and overall health-and-wellness, there is a concern that the shift towards low-alcohol drinks could lead to increased risks of addiction due to larger volumes of consumption.
- This decline in vodka consumption is also a reflection of Russia's changing lifestyle and personal-growth aspirations, as young people opt for a "less is more" approach to alcohol, favoring less heavy intoxication and alcohol-related issues.
- Russians' increasing salaries and demands for affordable and high-quality domestic products are driving the shift towards other alcoholic beverages, such as whiskey and gin.
- The rise of social-media platforms, entertainment, pop-culture, and education-and-self-development offerings has played a role in shaping young people's attitudes towards vodka and their preferences for other beverages and lifestyle choices.
