Red and White movement: The launch of online wine sales is possible in 2026
The launch of online wine sales in Russia is likely in the middle of next year, according to the Association of Online Trading Companies (AKIT). The initiative has already received the support of industry associations and is being discussed at the highest level. In the Izvestia article, experts and market participants assess the country's technological and regulatory readiness, as well as the possible economic and social consequences of the innovation.
The technology is ready, but the law does not allow it.
The issue of allowing remote trading of Russian wine has once again become the focus of attention after the appeal of the Association of Online Trading Companies (AKIT) to the Government. The letter (available to Izvestia), addressed to Deputy Prime Minister Dmitry Grigorenko, contains a proposal to create a register of trusted sites for online wine sales, as well as to introduce a biometric identification system to confirm the age of buyers.
In recent years, Russia has introduced unique alcohol control systems, such as the USAIS, which ensures the traceability of goods from the factory to the retail outlet and blocks the sale of alcohol at unauthorized times. The use of these technologies in an online environment, according to AKIT, will not only legalize the remote sale of wine, but also protect consumers from counterfeiting.
Artyom Sokolov, President of AKIT, notes that the issue of opening a controlled alcohol trade on the Internet has been raised repeatedly, but until recently there were no proven technological solutions for age control.
— At the moment, the existing regulation does not allow bona fide market participants to conduct such activities. Currently, there is only a semi-shadow and shadow, criminal market in the country, where online sales of any alcoholic products are actively underway — in violation of the law and the risk of poisoning customers," he emphasizes.
Sokolov suggests opening an online channel for Russian winemakers, setting criteria for participation for trading companies, including a license and a turnover of at least 1 billion rubles. It is suggested that manufacturers do not impose additional restrictions, except for the availability of an appropriate license.
— The opening of an online showcase for domestic winemakers will be an invaluable support: online trade has no borders, and any, even a very small winery will be able to offer its entire range to customers from all over the country at once. According to experts, the initiative will increase the revenue of Russian winemakers by 20%, which is especially important for small and medium—sized businesses, the president of AKIT believes.
The office of Deputy Prime Minister Dmitry Grigorenko has so far refrained from commenting. Izvestia also sent requests to the Ministry of Finance, the Ministry of Industry and Trade, the Ministry of Finance and Finance, and a number of other responsible agencies.
Biometrics as an age control tool
The issue of confirming the age of buyers when selling wine online is key to launching the project. The Center for Biometric Technologies reports that the age verification service for biometrics has already been implemented and is planned to be implemented in vending machines and self-service cash desks in 2025. "For the use of biometrics in the online sale of alcoholic beverages, it is necessary to form a regulatory framework. To date, online sales of alcoholic beverages are not allowed. The corresponding prohibition is fixed in 171-FZ. At the same time, there are no technological restrictions for the introduction of an online age verification service," the Center said in a comment.
Biometric identification can be implemented in two stages: when placing an order through an application or website, and when receiving goods using a courier device or terminal at the pick-up point. The system does not provide for the transfer of personal data to third-party organizations, and age confirmation is carried out exclusively in the contour of the state Unified Biometric system.
Support for small producers and concerns about controls
The owners of leading Russian wine companies note that online sales can be a powerful incentive for the development of the industry, especially for small and medium-sized producers. Boris Titov, the owner of the Abrau-Durso group of companies, believes that there are two obstacles to online wine sales: moral and technical.
— Our Ministry of Health adheres to the theory that any new distribution channel of alcoholic beverages destroys the population. The second is the difficulty in confirming the age of the buyer. I have never understood this "obstacle". The sale of wine via the Internet initially has all the technical capabilities for control, and higher than offline, — says Titov.
He suggests a simple scheme: link the buyer's identity to Government Services, and send a unique barcode when ordering, which the courier scans upon delivery.
— If a teenager received a purchase, "hiding behind" someone else's barcode, then the inspectors will initially have the entire evidence base in their hands. Several control purchases are enough to discourage such actions. Biometrics are not needed, it is just too difficult and expensive, the expert is sure.
Gennady Oparin, Chairman of the Union of Farmers' Wineries and head of the Semigorye farm, emphasizes that the project is currently being blocked at the level of network trade and large retailers.
— Online trading will have a beneficial effect on the development of domestic winemaking and viticulture — this is unequivocal. But the law should apply only to Russian wines. In other words, they should be restricted in trade, and there should be no foreigners there. Then yes, there will be benefits from it. Otherwise, foreign brands will definitely displace Russian products, Oparin believes.
Legislative barriers and the position of the state
Despite the technological readiness, the main obstacle to launching online wine sales remains an outright ban, enshrined in federal legislation. Director of the Electronic Commerce Union, member of the Public Council at the FAS of Russia Georgy Bagiryan notes: "To date, the main legislative obstacle to launching online wine sales in Russia is an outright ban on the remote sale of alcoholic beverages. This restriction is fixed at the level of federal legislation and blocks the possibility of even pilot launches."
The expert emphasizes that the necessary technical tools already exist, and the market, subject to regulatory adjustments, is ready to launch online alcohol sales, starting with domestic low-alcohol wines in a pilot mode.
— The introduction of biometrics is a realistic and already begun practice, especially in the context of trade digitalization. It is important here not only to create legal mechanisms, but also to ensure public confidence in the collection and use of biometric data," Bagiryan notes.
The President of the Internet Commerce Union, Vitaly Gavrilov, draws attention to the state policy on reducing alcohol consumption.
— Our country has adopted the concept of reducing alcohol consumption in the Russian Federation for the period up to 2030 and beyond. This concept was formed in the interests of strengthening public health, including the mental health of the population, and public safety," he explains.
Gavrilov believes that the introduction of biometric verification will not eliminate all the risks associated with the delivery of alcohol via the Internet, since courier delivery has not yet been integrated into the EGAIS system.
Peter Romanishin, CEO of the Fanagoria winery, notes that the main obstacles are related to age restrictions, the difficulty of tracking the authenticity of products and the prevention of counterfeiting.
— There is also the issue of regulating the wine delivery system to consumers. These problems require the development of new regulations and technologies that ensure safety and compliance with all standards. These problems have not been solved yet," says Romanishin.
He emphasizes that the introduction of biometrics will require significant resources and time to adapt the market and consumers.
Senator, Honored Worker of Trade of the Russian Federation Olga Epifanova, however, believes that the main problem is the presence of counterfeit products. To effectively combat counterfeiting when selling via the Internet, she said, special digital tags and unique codes should be used to verify the authenticity of the bottle at any stage — from manufacture to receipt by the buyer. Izvestia sent requests to RVB, Ozon and Yandex.
Переведено сервисом «Яндекс Переводчик»
