This week brought news of a higher excise tax on alcohol. The move appears planned, driven by inflation rather than a focus on public health. The increase is modest, totaling 3%. Meanwhile, in Russia, consumption trends are debated. Health authorities report a gradual decline in pure alcohol per capita, while Rosalkogolregulirovanie notes a rise in sales of all alcohol-containing beverages. Sociologists suggest stress relief is increasingly sought through drinking.
So what is happening? Could Russia be facing a new kind of alcohol market cycle?
Let’s lay out the numbers to see the full picture. Russia surpassed alcohol consumption records in 1994, with about 18 liters of pure alcohol per person per year. The trend shifted downward starting in 1998, and by 2008 ethanol use fell to 15.7 liters per person, dropping further to 9 liters in 2019, according to Health Minister Mikhail Murashko. Optimists say consumption continued to decline, estimating 8.82 liters per resident in 2021 and 8.62 liters in 2022.
Rosalkogolregulirovanie also presents other data. In the first half of 2022, 549 million liters of strong alcohol were sold in the country, a rise of 42 million liters from the same period in 2021. The Center for Research on Federal and Territorial Alcohol Markets (CIFRRA) reports vodka sales up about 8.2%, while whiskey, rum, tequila, and other spirits grew by 16.8% to 23.8% in that period. Liqueurs above 25% stocked up by a similar margin, low-alcohol drinks like gin and tonic surged by 74%, and liqueur wines rose by 110%.
Sales continued to rise in 2023. From January to July, liqueur wine in stores jumped 97.3% year over year, flavored wines with added ethyl alcohol increased 30.6%, low-alcohol drinks grew 17%, cognac consumption rose 10%, and hard bitters rose 28%.
Sociologists describe a reality blurred by wine fragrances. They note higher drinking levels since the coronavirus pandemic. In 2018, about 14% admitted to drinking several times a month; by 2021 this rose to 18%. That same year, alcohol-related deaths increased by 6%. Surveys from March and September 2022 showed 70% of Russians experienced anxiety, correlating with the uptick in alcohol sales in 2022.
In the cultural echo chamber, jokes about Fridays, intoxication, and investment in substances resurfaced online. The June incident involving “Mr. Cider” highlighted a wave of counterfeit products, with counterfeit shares estimated between one-quarter and one-third of the market. Alcohol remains cheap, with Russia’s price level about 37% below the world average, attracting a large share of lower-income consumers. By late 2022, alcohol retail chains and food discounters were among the fastest-growing retail formats, expanding trading platforms by roughly 35%.
The social visibility of alcohol is increasing, even as people notice the contradictions. The internet abounds with memes about intoxication and the temptation to escape through drink. The grim irony is that the problem is now more private; many drinkers retreat to kitchens or private spaces online, away from public scrutiny. Those who wish to stay socially engaged sometimes pursue sobriety, seek therapy, or join anonymous meetings and 12-step programs. Yet others continue to treat drinking as a form of social bonding, even as some acknowledge its risks.
There is a tension between tolerance and restraint. Some people avoid public displays of drinking, while others normalize heavy use. The overall trend suggests that many do not view heavy drinking as a normal part of life, even if it remains common. Even former drinkers report that a healthy, clear mind can feel unfamiliar at first, though many discover there are many other rewarding experiences in life beyond the bottle. For those who have never battled addiction or depression with alcohol, occasional social drinking may occur, but the broader pattern raises concerns about public health and social behavior.
Ultimately, the public conversation remains nuanced and evolving, with personal perspectives often clashing with data from authorities and researchers. The takeaway is not a simple verdict but a reflection on how society negotiates cultural norms, health messages, and the realities of drinking in modern life.
Note: The above reflects observed data and sociological commentary without endorsing any particular viewpoint.