Whisky is set to be the new vodka
ByLine: William Lyons
VODKA is as synonymous with Russia as the hammer and sickle, but now the national drink has encountered stiff
competition from Scotland's favourite tipple.
Whisky sales in Russia have risen 400 per cent in the past year with the nation's new elite now more likely to
reach for a bottle of Scotch than a bottle of Stolichnaya.
Latest industry figures show the market for Scotch whisky has exploded in Russia, with 550,000 cases sold there last
year compared to just 110,000 in 2002.
Alan Gray, whisky analyst with Sutherlands stockbrokers who compiled the figures, says that Russia's growing
love affair with whisky is down to increased affluence, UK business finally getting to grips with the market and
aspirations within the country for a Western lifestyle.
Mr Gray said: "There is no doubt that sales are increasing in Russia. It is a market that has taken a long time
to find its feet, but now it really is embracing the West.
"It has taken quite a long time for business to get to grips with the Russian market, the growth is certainly
quite spectacular. I would think it is now capable of expanding quite significantly.
"I always have taken the view that any country with a spirit-drinking culture is capable of being converted to
drinking whisky, which is a much more superior product."
Since the fall of communism and the introduction of capitalism, Russia has seen the emergence of a new group of
young, rich entrepreneurs who are establishing their own individuality through the consumption of high-quality brands
including malt whisky.
It is this generation that Moscow-based Erkin Touzmohamedov, the editor of Angels Share, a Russian whisky magazine,
says is responsible for the growing popularity of the drink.
"Russians like whisky because of its versatility, its quality and its story. Vodka in this country will always
be vodka because we have a long tradition of vodka drinking. But young people are trying to be trendy and people with
money are trying to align themselves more with the trends of the affluent West."
Scotland has enjoyed historic ties with Russia. These include the fact that Patrick Gordon tutored Peter the Great,
while architect Charles Cameron designed parts of Catherine the Great's palaces. In 2001 president Vladimir Putin
made the first Russian state visit to Britain since Tsar Nicholas II in 1874, although he himself came to Scotland in
1991 as a trade delegate.
Earlier this year a Russian carrier Transaero Airlines unveiled the first direct air link between Moscow and the
Scottish capital.
Russia's consumption of whisky is still quite low. In 2003, exports of Scotch to Russia were worth GBP 22
million compared to GBP 6 million five years ago.
Mr Touzmohamedov believes the potential for whisky in Russia is largely untapped. He said: "
We are a country with a population of 160 million and a tradition of drinking spirits. The only thing that will curb
the soaring whisky market is the average level of income."
Rupert Patrick, export director with Glengoyne, said: "There has been a lot of work put into the Russian market.
We have seen a real explosion in whisky shops."
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RUSSIA IN FACTS
