TRANSFORMATION OF THE RUSSIAN ALCOHOL MARKET: TRENDS, STRUCTURAL CHANGES, AND SEGMENTATION

Issue № 6, 2026, article № 23, pages 258-269

Section:

Language: Russian

Original language title: ТРАНСФОРМАЦИЯ РОССИЙСКОГО РЫНКА АЛКОГОЛЬНОЙ ПРОДУКЦИИ: ТЕНДЕНЦИИ, СТРУКТУРНЫЕ СДВИГИ, СЕГМЕНТАЦИЯ

Keywords: ALCOHOL PRODUCTS, MARKET, CONSUMPTION STRUCTURE, BEER, VODKA, WINE, STRONG DRINKS, IMPORT SUBSTITUTION, PREMIUMIZATION, SEGMENTATION, PRODUCTION, EXPORT, RUSSIA

Abstract: In 2018-2025, the Russian alcohol market underwent significant structural changes due to the transformation of consumer preferences, increased government regulation, growth of the premium segment, and development of import substitution. The share of traditional vodka is gradually decreasing, while the segments of beer, wine, and sparkling wine, as well as craft and functional beverages, are growing. These processes are accompanied by the diversification of product offerings, the formation of a segmented consumption model, and an increase in the investment attractiveness of the industry. The analysis of production, import, and export dynamics allows us to identify key growth drivers and determine the impact of macroeconomic factors and government policies on market structure. This research is relevant for developing strategies for the development of industry enterprises, formulating government policies, and predicting economic effects.

Authors: Kaftulina Julia Anatolyevna, Kotova Lyudmila Gennadievna, Palatkin Ivan Viktorovich, Zakshevskii Vasilii Georgievich, Askerov Pulat Fazailovich