Russian vodka consumption is declining for the third consecutive year.
Revamped Article:
Embracing a rebellious spirit, young Russians are ditching vodka for something fresh and exciting – whiskey. This shift is something reminiscent of the characters in the film "The Mainlanders," whoopt for an exotic drink rather than the old-fashioned vodka.
Jumping into the future, our favorite comedy hero from "Irony of Fate..." might voiceless enthusiastically about the changes in the alcohol landscape. No more late-night stumbles in a foreign city or unfamiliar apartments; instead, he'd strut into the modern world, clean-headed and cheerful, after a visit to the alcohol-free sauna, sauntering home to his mother's place.
Maxim Chernigovsky, a lecturer at the management department of St. Petersburg's Higher School of Economics and head of the "Professional Alcohol Market Club," explained to Komsomolskaya Pravda that vodka consumption is on a downward trend for the third year in a row.
But vodka isn't going quietly into the night. As the national drink, it's fighting back with everything it's got. Despite a decrease in sales in 2023 compared to 2022, sales remained relatively the same in 2024, according to Rosalkogolregulirovaniye (RAR), with a slight increase by a fraction of a percent.
Vodka's biggest challenge comes from the catering sector, where sales have significantly dropped from 17.4 million liters of vodka in 2023 to 12.9 million in 2024. This decline can be attributed to regional authorities cracking down on "nalivaykas" –small establishments in residential buildings that allow drinking and bottle sales, 24/7. Many have had their hours restricted or been shut down completely, and the crackdown is only intensifying, with 64 Russian regions now involved.
However, the most dramatic drop in interest in vodka was observed in the first quarter of 2025. Sales decreased by 7.2%, and production fell by an astounding 23%(!)
TASTELESSNESS
The reasons behind these seismic changes in vodka consumption are as captivating as the shift itself. Experts initially pointed to prices as the culprit, and indeed, excise duties have increased, causing minimum retail prices for vodka to rise by 50 rubles, reaching 349 rubles for a half-liter bottle.
But merely blaming prices overlooks the essence of the Russian soul. So what's another 50 rubles, when train ticket prices have risen by approximately 20% in March? People didn't stop traveling; they adapted. It's the same story with vodka. The real issue exists deeper within the relationship between vodka and the average Russian, a bond that's going through a crisis of love.
- "I haven't had vodka for several years, I drink whiskey now," a familiar gas station attendant, a simple Moscow man, whos' Neither known for a high income nor refined taste, stunned me.
His disregard for the higher cost doesn't bother him.
- "So what?" he says. "I like it. And vodka – I don't like it anymore."
The essence lies in "dislike".
Vodka is made from rectified spirit, a highly purified spirit completely void of the original product's taste. In contrast, whiskey, rum, tequila, and cognac originate from distillate, retaining the flavors and aromas of their raw materials – apples, rye, barley, grapes.
Back in the days of the USSR, the masses could only afford vodka. Cognac was reserved for special occasions. But as foreign bottles began appearing on store shelves, people started comparing. The outcome of this competition was a significant shake-up for vodka's domain.
Sommelier Grigory Shevchenko admitted to KP that more and more people are viewing vodka as tasteless. To mask its undesirable taste, vodka is often chilled or released with additives, or people create infusions with honey, lemon, or spices. But when affordable domestic whiskey or imported bottles - processed in Russia - emerged on the scene, many made the switch.
Another reason for the changed allegiances is the deeply-ingrained notion that vodka is for those who can't afford better, while those who can opt for higher-class drinks like cognac and whiskey. Vadim Drobiz, director of the Center for Research of Federal and Regional Alcoholic Markets, shared his insights with "KP."
HOMEBREW
Right now, two factors are coming together – on one hand, many people have seen their salaries increase, and on the other, affordable domestic whiskey brands or imported ones bottled in Russia have shown up on store shelves. And people have the opportunity to upgrade to what they perceive as a sophisticated sip.
The focus on a healthy lifestyle, the shift in public opinion that no longer tolerates drunkenness, and the growing appreciation for proper nutrition and the quitting of bad habits have also played a role in this shift.
This trend is particularly strong among young people. Gen Z (born 1996-2011) and Millennials (1981-1995) are abandoning vodka to pivot towards light cocktails, cider, craft beer, and even exotic drinks such as Korean soju, Japanese sake, or Mexican tequila.
Young people see vodka as "their parent's drink" and associate it with the social problems of past decades. The highest level of animosity is reserved for Generation Z.
"Young people aged 18-25 rarely drink vodka neat," psychiatrist-narcologist Marina Kalyuzhnaya told "KP." "They want it to taste good, be trendy, and avoid heavy intoxication. Older generations aged 25-40 might opt for wine or whiskey, usually sticking to set limits and drinking to relax, not to get wasted. Older generations still cling to stereotypes like 'What's a celebration without vodka?', but even here, changes are visible – people are becoming more health-conscious. They're cutting down on drinks or switching to lighter options."
Many young people have completely given up alcohol altogether. For instance, 28% of Gen Z-ers report they don't drink at all. They prefer "tasty and non-alcoholic" alternatives. Restaurants are struggling to keep up with the surge in demand for non-alcoholic beverages.
So, it seems we're becoming increasingly sober. In 2018, 9.43 liters of pure alcohol per capita was recorded, but by 2025, it had already dropped to 8.44. And in August 2026, it was down to 7.98 liters (official annual figures are not yet available). Notably, during this same period, mortality from heart attacks, strokes, and other cardiovascular diseases decreased from 573.6 to 545.7 per 100,000 population – a decrease of 4.86%.
This isn't just a trend; it's a real paradigm shift, believes Dr. Kalyuzhnaya. "Someone who doesn't drink alcohol no longer feels like the odd one out in a group."
A clear example of this change is the rise of coffee raves in Moscow, St. Petersburg, and other major cities – alcohol-free parties where the strongest drink served is coffee. Among those not yet ditching alcohol altogether, there's an increasing trend of "Less is more."
Low-alcohol drinks are often consumed more regularly and in larger volumes, a fact that warns the doctor. "This increases the risk of addiction, and the overall amount of alcohol entering the body does not decrease."
It seems we're slowly but surely drifting towards sobriety, embracing a more mindful, health-conscious approach to life. Whether it's vodka or whiskey, the focus is on moderation, whether in social or personal life. And that's a good thing.
- Despite the traditional preference for vodka, a simple Moscow man has switched to whiskey, asserting, "I haven't had vodka for several years, I drink whiskey now."
- Vodka's taste is a point of contention, with many finding its rectified spirit composition void of flavor compared to whiskey, rum, tequila, and cognac, which retain the original taste of their raw materials.
- The changing alcohol landscape is influenced by various factors, including the general news of increased salaries, the health-and-wellness lifestyle trend, and the rejection of heavy intoxication by the millennials and Gen Z.
- Movements like coffee raves serve as a testament to the growing preference for non-alcoholic and less-alcoholic options, with some young people abstaining from alcohol entirely.
- Moreover, the shift in political landscape, specifically the crackdown on small establishments that allow drinking and bottle sales, has also played a role in decreased vodka sales in the catering sector.
- Regardless of the decrease in vodka sales, science continues to warn about the risks associated with increased consumption of lower-alcohol drinks, emphasizing the importance of moderation in both social and personal life.
