Young Russians have become more likely to buy non-alcoholic wine

Sales of non-alcoholic wine among young people aged 18-25 increased by 79% in the first six months of 2026, showing the greatest dynamics among all age groups. This was announced on July 13 in the federal network of wine stores SimpleWine.

Wine sales in all age groups increased by 8% compared to last year. The core of the audience consists of buyers aged 36 to 45 years, they account for 41% of all purchases, followed by 46-55 years — 24%. Young people aged 18-25 form only 4%, but it was this category that showed the greatest growth dynamics — sales of non-alcoholic wine increased by 79%.

Traditionally, still wines (61%) and sparkling wines (36%) remain the leaders in terms of choice. At the same time, the price segment from 2 thousand to 3 thousand rubles continues to be the most in demand — 42% of sales, and more expensive items are growing the fastest, with an increase of 202% compared to 2025.

Customers aged 36-45 prefer white wines — they account for 64% of all purchases in this age category, while 79% choose low-sugar styles. The 46-55-year-old generation is showing interest in more expensive dry wines, which account for 81%.

Buyers aged 26-35 are more likely to choose white wines — 67% of sales, as well as semi-dry and German wines. The audience over the age of 56 supports Russian producers — 17% of all purchases, while more than a quarter buy wines worth over 3 thousand rubles.

"The audience of 18-25 years shows the highest dynamics. In the first six months of 2026, sales in this age group increased by 35% compared to the same period last year," the analysts noted.

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Earlier, on July 9, it was reported that alcohol consumption in the Russian Federation fell from 1997-1998 to a new low. It was noted that since the beginning of the year, a decrease in alcohol consumption has been recorded in Russia: the indicator decreased by 0.44 liters and reached 7.62 liters per inhabitant in 12 months. A similar low level was recorded only in 1997-1998, when consumption was kept at around 7.6 liters per person per year.