Russian vodka consumption declines for the third consecutive year
In a modern twist on the traditional, the younger generation in Russia is ditching vodka in favor of fresher, more flavorful beverages. This living embodiment of youthful rebellion views vodka as a drink for the past - much like the characters from the film "The National Hunt."
Experts attribute this shift to various factors, including a change in consumer preferences, increased awareness of health and wellness, economic constraints, and the influence of social media. In contrast, other spirits like whiskey, gin, and craft beers - with their diverse flavor profiles and perceived sophistication - are quickly gaining popularity.
Plain and simple, vodka sales are declining, although it's not giving up without a fight. It's still the national drink, after all. Despite 2023 seeing a decrease in sales compared to 2022, 2024 saw almost no change in figures, with only a fraction of a percent increase. However, the catering sector took a significant hit, with sales dropping from 17.4 million liters in 2023 to 12.9 million in 2024 due to regional authorities waging war on "pouring establishments."
The most significant drop in interest in vodka occurred in the first quarter of 2025, with sales down 7.2% compared to the same period last year, and production down 23%! So, what's going on?
The reasons behind this change are complicated. Initially, experts pointed to prices, as excise duties and minimum retail prices increased from January 1, 2025, raising the minimum cost of a half-liter bottle of vodka by 50 rubles to 349. However, cash alone doesn't tell the whole story when it comes to the Russian soul.
The real reason lies deeper. The relationship between vodka and the Russian person is going through a deep crisis. Love is fading. A simple gas station attendant in Moscow, previously known for his lack of wealth and aesthetics, revealed the truth. As one might expect, a higher price doesn't bother him, as long as he likes the drink. And he prefers whiskey – not vodka.
This passion for whiskey, instead of vodka, extends beyond the working class. The fact is: vodka is made from rectified spirit, completely lacking the taste of the original product. Whiskey, on the other hand, contains various oils, ethers, and other substances that soften the "spirituousness" and retain the original taste and aroma of the raw material – apples, rye, barley, grapes.
Back in the days of the USSR, vodka was the only option for the average person. Cognac was reserved for special occasions. But with foreign bottles appearing on shelves, people started comparing. And the "national drink" was shaken.
Not only is vodka losing favor among young people, but it's also experiencing a decline in the 40+ generation. People are starting to think more about their health, reducing their intake or switching to lighter drinks. The decrease in vodka sales can also be attributed to the growing popularity of more expensive alternatives like whiskey and gin.
On the other hand, the Zoomer generation (aged 18-25) is turning its back on straight vodka, opting for light cocktails, cider, or craft beer instead. They are even showing interest in exotic drinks like Korean soju and makkoli, Mexican tequila, and Japanese sake. They seek enjoyment, not just alcohol content.
The rejection of vodka among the youth contains an element of rebellion. They see vodka as a "parent drink" and associate it with social problems from past decades. So, what's a hip, modern Russian to do? They might attend a coffee rave in Moscow, St. Petersburg, or other major cities. These alcohol-free parties or discos serve only coffee, proving that the times are a-changin'.
A clear sign of this change is the rise of non-alcoholic, craft beverages in restaurants around the country. Such sober choices are becoming mandatory at any respectable establishment. As one might expect, this shift is a cause for celebration among those committed to promoting a healthy lifestyle and a relentless battle against the "parent drink."
- The declining interest in vodka among the youth has resulted in a significant drop in vodka sales in the first quarter of 2025, as young Russians favor lighter, more flavorful beverages over vodka.
- In contrast to the older generations who are reducing their vodka intake due to health concerns, the Zoomer generation is opting for exotic drinks like soju, tequila, sake, and light cocktails, marking a shift away from traditional vodka consumption.
- By 2025, vodka faces a crisis in its relationship with the Russian population, with young people rebelling against it as a "parent drink" and seeking alternative drinks like whiskey, craft beers, and coffees in a modern twist on the traditional.
