“There is no better vodka.” You begin to understand the dialectic of this phrase of Viktor Chernomyrdin precisely in times of crises in Russia, when vodka is evil, and often turns out to be a lifeline.
According to the research company Romir, in March in Russia, the growth in alcohol purchases amounted to 10% compared to March 2021. During crises, alcohol is one of the anchor categories in the consumer’s portfolio, says Ksenia Paizanskaya, director of the M-Romir business area. In her opinion, for 16% of consumers today, alcohol is a way of dealing with stress.
Against the backdrop of crisis socio-economic trends, the demand for alcohol could not help but jump, said Vadim Drobiz, director of the Center for Research on Federal and Regional Alcohol Markets (CIFRRA). “Demand for alcohol in the spring could increase primarily due to rush purchases and fear that imported products will disappear,” said Ludmila Presnyakova, director of projects at the Public Opinion Foundation. – People bought for the future to get ahead of inflation. And the crisis expectations also worked.”
Citizens today cannot see the frontiers to which they must strive in order to change their lives for the better. In this situation, alcohol is one of the few ways to get rid of negative moods at least temporarily. And no efforts of the Ministry of Health, no anti-alcohol propaganda will help here.
As statistics show, the growth in sales is accompanied by an increase in consumption, the process of transition of quantity into quality is included. And it pushes both the market and society to expand the possibilities of consuming strong alcohol.
According to the Association of Internet Trade Companies (AKIT), the shadow alcohol online market in the Russian Federation today is estimated at 5-10 billion rubles and is growing steadily. And manufacturers, retailers and consumers started talking about the legalization of the online trade in guaranteed quality alcohol, which was impossible two or three years ago.
But new trends have emerged. According to V. Drobiz, in January-April, the increase in sales of domestic strong alcohol amounted to almost 9%. And sales of whiskey, rum, gin, tequila, etc. increased by a combined 24%. Romir determined that more than 60% of citizens would like to be able to order and deliver alcoholic beverages online. Consumers expect such a service from specialized retailers, large grocery stores, online marketplaces.
The state is resisting. By law, the remote sale of alcoholic beverages, including on the Internet, is prohibited. But, as AKIT President Artem Sokolov said, “today there are high expectations of the entire industry” with the removal of regulatory restrictions. Manufacturers also consider the idea of legalizing online trading as a promising one.
“Remote sale of alcohol is allowed in all developed countries, including the Nordic countries with strict anti-alcohol policies,” says Sergey Belyakov, Managing Director of OZON. “Modern IT solutions make it possible to fully trace and control the path of goods to the final customer.”
In other words, the further into the crisis, the more vodka. Dialectics…