The wine factory “Massandra” in the Crimea
Photo: Artyom Geodakyan/TASS
Russian wines are increasingly in demand: their share in the structure of sales of number of retailers reached 30%. Last but not least this is due to protectionism of authorities, primarily in the regions
Crimea is Chile
Market participants — producers, distributors and retailers — to record steady growth in sales of domestic wines. So, for the last two years the network of shops “Dixie”, they increased from 15% to 25%, and in supermarkets “Victoria” — by 2.5 times, up to 30%, told RBC representative of GC “Dixie” (both network). In “Dixie” at the Russian wine accounts for 50% of range, or 30 items. In “Victoria” is sold to more than 90 domestic titles. With the annexation of Crimea, the assortment was extended twice due to the introduction of additional products from manufacturers in Alushta, Massandra, Yalta, etc.
A similar trend is fixed and other retailers. For example, owned by X5 Retail Group Perekrestok, the share of Russian wines in the first nine months of 2015, was 27.4%, at the end of last year as a whole was 28.3%. In January—September 2016 the share of domestic products is estimated at 32.1%, told RBC in the press service of X5 Retail Group. Sales growth was due to the expansion of Russian products in the product matrix, added to the company.
The representative of Lenta Anna meleshina has confirmed that over the last two years of the sale of Russian wines (excluding sparkling) pieces of bottles increased by 20 p. p. Today Russia is headed by the top 3 producer countries, sales network, meleshina said. Also in the list of the most popular countries-manufacturers includes Abkhazia and Italy.
Products of Russian winemakers pushed mostly inexpensive wines from the Old and New world, in particular, the Chilean, according to the sales Director areas of off-trade and the regions of the company Eurowine Leonid Antopolsky. “The market share of wines of Chile in Russia was growing until 2012, but then began to stagnate, and in 2015, the market fell and are unlikely to return to previous levels,” — said Antopolsky. According to his estimates, the stores focused on consumers, with average income, Russian wine is more than a quarter of the assortment matrix.
In GK “Diksi” explain the growth of sales of Russian wines their competitiveness, as well as active work with domestic suppliers. “Strong growth category in recent years demonstrates the growing confidence of buyers to the producers, including due to the attractive price and the high quality of products,” said Vice President of Commerce group Juan Giralt.
However, the popularity of Russian wines is not only about taste preferences and financial capabilities of the Russians, but also from the protection of the authorities. As told RBC representatives of two largest Russian producers of wine, “active subscription campaign for Russian production retailers began about a year ago.” “Given the active support of the Russian winemaking from the government and the emergence of new investors from among the representatives of major Russian businesses, the situation has become protectionist in nature: to support the winemakers behind the scenes recommend that all retailers,” said the officials RBC.
Of power on the ground “contribute to” increase the share of Russian wine, RBC confirmed another source in trade. “In some subjects of the Russian Federation now so are the authorities. There is local order in oral form. For example, in Tatarstan, Ulyanovsk region,” — said the interlocutor of RBC.
Earlier the regional authorities have tried (and quite successfully) to influence the preferences of the population. So, in 2011, the then Governor of the Krasnodar territory, now the Minister of agriculture of the Russian Federation Alexander Tkachev signed a decree, recommending that retail and food service “to organize work in cooperation with the Kuban manufacturers of wine products for the implementation of this product”. As have informed RBC in the Ministry of agriculture of Krasnodar Krai, the resolution is still in effect, and the share of local producers in the past three years, accounting for at least 70% of retail sales in the province.
In richer Moscow, which is under the scrutiny of regulatory authorities, to promote Russian products, but of course it is. At least, the interlocutors RBC not heard of cases of protectionism in the capital region.
Russian wine bad take root on the shelves of premium retailers. For example, their share in the range of “Azbuka Vkusa” is only 1.5%, and sales less than 1%. “If you try, it is hypothetically possible to make 25% of Russian wine on the shelf, but then once it becomes obvious the issue of quality and instability of Russian wines in principle, — says the representative of “Azbuka Vkusa” Andrew Golubkov. — A separate claim to the manufacturers, the unpredictability of supply”.