Alcohol is prepared in advance for the New Year – Kommersant FM
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Premium alcohol disappears from the shelves before the New Year. And prices for what is left have increased by almost a third over the year. In the middle segment, as Kommersant FM found out, there is no shortage or significant increase in cost. Moreover, in the last weeks of December, many sellers will offer discounts. How much will you have to pay for drinks for the holiday table? And what do premium clients choose this season? Vladislav Viktorov will tell you.
Foreign alcohol is the most problematic market segment. The prices that rose the most were sparkling wines and French cognac, as well as Scottish and Irish whiskey. Growth can be as much as 40%. However, there are still stocks of imported alcohol in the warehouses, and the market is ready for New Year’s demand, reassures the head of the WineRetail information center Alexander Stavtsev:
“Right now the main factor is the exchange rate. Russian premium wines may not become more expensive, but their share is not so large. The ratio in the premium segment of Russian wine and imports is somewhere around one to three to four. We have a fairly large stock, and we also have a supply of French sparkling wine. It was brought in 2022 in anticipation of high demand, but it did not fully materialize. Stocks are stuck. Therefore, now you can buy a bottle for an average of 2.8 thousand rubles.”
There are, of course, more expensive options. But since the European Union tightened sanctions on luxury exports to Russia, setting a limit of only €300, difficulties have arisen with supplies. Although Russians have not changed their tastes and are still looking for familiar brands, says independent premium alcohol expert Andrei Ushakov:
“New Year is an important holiday. Therefore, Russians are very brand dependent. If it’s about Champagne, then there are two leaders: Veuve Clicquot and Mot & Chandon. From strong alcohol – Jack Daniels, Courvoisier, Bacardi. If someone prefers brandy, then it is the Armenian Ararat. Here are the leaders of the New Year’s feasts. Traditionally expensive products are Burgundy wines. They cost 150-500 thousand rubles. per bottle.”
Domestic alcohol has also risen in price, but not so much. According to the Center for Research of Federal and Regional Alcohol Markets (CIFRRA), over the year the average cost of vodka in Russia increased by 3%, cognac – by 1.5%.
But there is also good news. On the eve of the New Year, manufacturers are likely to reduce prices. During this period, they account for almost 25% of annual sales, so they can earn money from volumes, explains AST CEO Leonid Rafailov:
“We are not seeing any shortage in the category of strong alcoholic drinks or wine. Almost all brands of spirits in a certain range have returned. The market situation is much better than we could have imagined a year ago. Prices for some well-known and popular brands have even dropped. On the eve of the New Year, many companies strive to satisfy their consumers and make price promotions. Depending on the category, prices can be reduced to 25-30%.”
However, after the New Year, experts predict a new increase in prices. For example, the late effect of increasing import duties on imported alcohol will be visible. In addition, the decision of the Ministry of Finance to introduce a minimum price for cider and beer will come into effect. Such measures will not affect premium alcohol, but they have their own negative factors, warns Ruslan Bragin, head of Fortwine:
“Consumers who prefer vodka will drink it. Brandy lovers will choose this drink. Wine sales are growing. At the same time, there is a shift in interest towards drinks with a lower degree, towards a socially responsible product category.
But the cost increase usually occurs in January, when there is indexation for inflation and price increases from suppliers, if it is imported. In 2024, almost all Scotch whiskey will rise in price by 40%, and island whiskey by 60%.”
Perhaps low demand will make manufacturers come to their senses. According to WHO, Russia is only in 34th place in the ranking of the most drinking countries. And the Ministry of Health has recorded a decline in interest in strong drinks since 2020. The trend is not very strong yet, but rising prices can clearly help it.
Everything is clear with us – Telegram channel “Kommersant FM”.
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