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Friday, February 16, 2018

Russian like vodka more in the CIS than in the homeland

Scope of delivery traditional domestic “fire water” in foreign countries have increased over the first four months of this year by 15.5%. Most popular Russian white has become available in the CIS, such as Kazakhstan, where the share of our vodka in the local market up to 50%. But rejoice not worth it. In value terms, the exports of vodka decreased by 11.5%. This is due to the depreciation of the dollar against the ruble. In addition, in foreign Countries our products although it has a well-deserved popularity, but sales there are relatively small compared to foreign brands.

photo: Lily Sherlovskaja

Despite the fact that vodka is considered a native Russian beverage and there are even myths about what its optimum strength identified himself Dmitri Mendeleev, the presence of this product in overseas markets is not as great as it seems. Foreign fans of the drink prefer own alcohol, although our “white” is often not inferior in quality and is cheaper.

For statistics, we present figures. In value terms, the three countries-leaders on manufacture of vodka looks like: the “gold” in the United States – they account for 39% , Poland — 11%. Russian brands are not able to get into the top list of the largest producers of strong alcohol. Moreover, the financial resources of our companies do not allow for the same scale marketing campaign and political trends of the last time get up the wall to the promotion of Russian goods. So, due to the political moods in Ukraine, the Russian vodka has almost ceased to come to the market in this country.

Nevertheless, the positives still exists. The export of vodka from Russia as a whole in January-April of 2016 increased by 15.5%. This is evidenced by data of the Federal customs service. And despite the fact that in foreign countries, we sold 12.2 percent less in the CIS countries the growth of exports increased 2.4 times.

According to the Director of the research Center for Federal and regional market of alcohol Vadim Drobiz, we continue to put vodka in about 40 countries. This Europe — e.g. Germany, France, and North America — the USA.

“The traditional market for Russian vodka was the domestic market. However in connection with sharp growth of prices on spirits (since the beginning of 2013 the price of the cheapest half-liter bottle has almost doubled), people began to move to illegal products”, — said the expert. By the end of 2015, about one third of ethyl alcohol, from which the vodka is counterfeit.

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