In volume terms, the Russian vodka market is stagnant. For all its deep associations with the country and its culture, vodka is losing out to beer and wine as a result of changing consumer preferences and demographic trends. And with famous “Russian” brands in foreign ownership, domestic producers have yet to penetrate export markets. Nonetheless, this sector deserves attention.
This is still a large market, with domestic retail sales of around US$19 billion in 2007. It will...
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