Rich Russians Ditch Vodka for 'aspirational Drinks'

It has been drunk in Russia since the 15th century but Russia's long and boozy love affair with vodka appears to be drawing to an end, with figures showing that newly affluent Russians prefer to drink other types of alcohol.

According to a survey by the firm Euromonitor, vodka sales in Russia have fallen by 15% since 2000, with upwardly mobile Russians switching to brandy, cognac and tequila. Sales of beer and wine have also gone up, the survey said.

Originally sold in taverns, taxes on vodka played a key role in the economy of Tsarist Russia, at times providing up to 40% of state revenue. The drink remained popular in the 20th century - often knocked back with a plate of dried fish or delicious pickles. Even in 2001 vodka amounted to 70% of all alcohol sold in Russia.

Today, Dmitry Dobrov, spokesman for Russia's Spirit Association, conceded that vodka's popularity was finally waning: "More and more consumers are changing their habits. People's salaries have gone up. As a result they are buying more aspirational drinks like rum and whisky."

"They are also consuming drinks with lower alcohol."

Today, however, Russian vodka manufacturers said they were confident they were not going to go bust just yet. Russians may no longer consume the 2bn litres of vodka a year they once did, but the figure is not expected to dip below 1.5bn.

A spokesman for Synergia - which manufactures the exclusive Beluga vodka brand, retailing at 850 roubles (£17) for a half-litre bottle - said sales were still robust.