The production of low-alcohol drinks in May-July 2024 (549.9 thousand decaliters) decreased almost 10 times compared to May-July 2023 (5297.1 thousand decaliters), according to Rosalkogoltabakkontrol data. As a result, prices for once popular carbonated cocktails with low alcohol content almost doubled – by 160-190 rubles. for a jar with a volume of 0.33 ml, and the assortment has decreased, Igor Karavaev, chairman of the presidium of the Association of Retail Trade Enterprises (AKORT), told RG. According to him, today retail chains that are members of AKORT offer on average 20 trademarks of low-alcohol cocktails – a year earlier there were at least a quarter more.
If previously the low-alcohol cocktail category was one of the most dynamic in the alcohol market, in recent months the pace of sales of such drinks has significantly decreased: by 16% in May-July 2024 in physical terms, according to NielsenIQ calculations. In comparison, from January to May of this year, sales volumes grew at double-digit rates (+18%). However, in monetary terms, sales of the category are increasing: by plus 9% in May-July 2024. This difference may be due to an increase in weighted average prices per liter of products (+29%).
“There is already a noticeable trend among market players to switch to drinks with a different base: for example, in July Ochakovo introduced “Gin and Tonic” and “Mojito” based on beer, which are moving from low-alcohol cocktails to “beer drinks”, which also influences the entire dynamics of the category development,” says NielsenIQ.
For example, a Negroni cocktail with a strength of 20 degrees will be subject to an excise tax of 128 rubles. per liter, which is slightly less than 141 rubles. per liter of a low-alcohol cocktail, estimates Pavel Shapkin, director of the Center for the Development of National Alcohol Policy. According to his assessment, prices have risen insignificantly so far, as the rest of the product in retail trade is gradually disappearing. They will last until about November-December of this year. Then the category will practically disappear from the market and consumers will switch to similar alcoholic drinks (for example, beer drinks) or start making cocktails themselves, he believes. True, homemade cocktails will also become more expensive, as excise taxes on spirits (from which, for example, whiskey and rum are made) have also increased.
