Vegan vodka in Russia: pure marketing or the alkoprom revolution

The first certificate for vegan alcoholic beverages has been issued in Russia: the Roskachestvo — Vegan body confirmed the compliance of balms, vinegar and alcoholic beverages from one of the largest Russian manufacturers with the strict standards of GOST R 71528-2024, the press service of the Russian Quality System reported. This event raises questions about the composition of traditional alcohol, the role of excipients, and the prospects for certification. All the details are in the Izvestia article.

The first certificate: technology and standards

The GOST R 71528-2024 standard, modified on the basis of international ISO 23662:2021, establishes criteria for food production that exclude contamination (mixing) with animal components, even at the molecular level, similar to the requirements for medical devices. The certification was carried out by an accredited body, which makes it possible to label products with a special mark selected based on the results of an all-Russian vote, Roskachestvo reports.

"We believe that a significant amount of vodka produced in the Russian Federation is the so—called vegan by default, since alcohol, water, traditional ingredients used in vodka and cleaning aids (coal, silver, quartz, etc.) are not products of animal origin," the president of the Union of Alcohol Producers told Izvestia. (SPAP) Igor Kosarev.

He added that only vodka with honey, milk, egg white or infusions of ingredients of animal origin, such as moral antlers and propolis extract, is non-Vegan.

Technologically, vegan vodka differs not in its basic composition — alcohol and water — but in the complete exclusion of animal substances at all stages, including filtration. Regular vodka is often purified with charcoal or inorganic adsorbents, but some manufacturers use gelatin or egg white.

At the moment, more than 100 plant-based products have already been certified in Russia, which shows a growing interest in such standards.

Auxiliary substances: hidden components

In the Russian alkoprom, auxiliary substances of animal origin are massively used for purification and stabilization, which the consumer does not know about due to the lack of mandatory labeling.

— In the production of wine, substances of animal origin are often used for "pasting" (cleaning and stabilization): fish glue or egg white (albumin), — explained Alexander Stavtsev, head of WineRetail. — In the premium segment, this is considered a sign of quality, unlike cheaper stabilization methods.

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GOST standards do not require these substances to be specified if they are removed during the process. The new vegan product certificate confirms the absence of traces at the molecular level.

The appearance of the standard highlights the need for transparency: consumers have the right to know about all stages of production.

Certification as eco-marketing

The certification of vegan vodka is sparking discussions about possible greenwashing — the use of ethical labels for promotion. Experts see it as a positioning tool that allows them to sell the same product with a premium margin of 20-30%.

"The vegan vodka story is primarily a marketing ploy and an attempt to play on hype around clear and fashionable labeling," said Pavel Pobedkin, Chairman of the Board of Directors of PJSC AGK, the ultimate beneficiary of KLVZ Kristall. — I don't see anything wrong with that, but it's just marketing.

The standard is voluntary, developed by Roskachestvo as a navigator for vegans who completely exclude animal products. In Russia, about 700,000 people identify themselves as part of this community, which is willing to pay for compliance with beliefs, says Pavel Shapkin, head of the Center for the Development of National Alcohol Policy.

"Today, absolutely all alcoholic beverages presented on the shelves of Russian stores are sold in strict accordance with state and national standards (GOST)," he stressed. — The new standard for vegan alcoholic beverages, developed by Roskachestvo, is voluntary.

Regular vodka: dirty or equivalent

The appearance of a vegan certificate does not make ordinary vodka "dirty" or second-rate: most manufacturers initially avoid animal ingredients in the basic recipe. The additional payment for the badge reflects additional costs.

"The launch of exotic novelties like vegan vodka on the market usually implies a noticeably increased cost associated with the costs of certification, verification and promotion," said Olga Epifanova, Honored Trade Worker of the Russian Federation, ex—Senator. — The mark-up for the "vegan" sign may be 20-30%, with a focus on a specific range of consumers. After all, the certification procedure itself requires costs: the manufacturer needs to undergo an audit, document the supply chain, and exclude any components of animal origin (including those used during the filtration stage).

The price difference depends on the brand and segment, not always reaching 20-30%. For a narrow audience, this is a value proposition, not a deception, the interviewed experts of the alcohol market believe.

Classic vodka — alcohol, water, and filtration through carbon-sand columns or membranes - remains the standard.

Organic drinks

Experts believe that by certifying an essentially exotic drink, Roskachestvo does not change the essence of a product recognized as a poison for the liver, regardless of diet. The certificate is aimed at conscious consumers aged 25-35 who are losing interest in classic vodka, Alexander Stavtsev believes.

—Today, manufacturers of strong alcohol are facing a serious challenge: the audience aged 25-35 shows much less interest in vodka in its classical sense than previous generations," he states. — In order to attract young people and remain relevant, classic vodka factories are forced to experiment with assortment and marketing techniques.

Overall, this market know-how makes it easier for the 5% of consumers who follow labels to make a choice without calling for excessive consumption. The organic certificate for alcohol from organic wheat works in the same way, the experts explained.