Russia Wine Market, WI’s new Landscape report, details the consumer behaviour and attitudes of imported wine drinkers resident in Moscow and St Petersburg, representing a consumer market of approximately six million imported wine drinkers.
The study compared findings from a survey of a representative sample of this population in March 2014, from a survey using the same methodology in March 2012.
The WI report says consumption frequency of imported wines has risen significantly over the past two years, with 40% of respondents saying they drink imported wines at least twice a week, compared with 29% in 2012.
Big winners would appear to be lighter, sweeter styles of still wine, with rose wines and Moscato showing a notable broadening of their audience. Sparkling wines have also shown growth, with imported sparkling continuing on a growth trajectory that has seen its volumes in the Russian market double in the past 5 years.
At the same time the way in which Russians are shopping for wine appears to be changing, with brand increasingly important, and the emergence of promotional offer as a choice cue. The proportion of respondents agreeing with the phrase “Wine is an expensive drink” fell from 62% to 51% over the past 2 years.
WI COO Richard Halstead said: "The Russian wine market presents many challenges for brand owners, but it’s clear the market is becoming more attractive from a consumer point of view".
“The data suggests there is a growing interest in the lighter, fruit-driven wine styles, and in sparkling wine particularly, which is consistent with patterns we are seeing in some other markets".
