June 14, 2011
Beer and vodka consumption is down in Russia as the younger generations move towards coffee. A report by The Public Ledger says that demand for coffee has increased 10% in the past few years and could increase twofold in the next three. This boost is being led by young Russians who, according to Aziz Narzikulov, chief executive at Sib Coffee in Russia, "want to sit in the coffee shop and talk with each other; not go to a party, drink vodka, and then beat each other up." Coffee is viewed by these young trendsetters as "a symbol of enthusiasm, freedom and democracy," and a way to avoid the Russian stereotype of high alcohol consumption.
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