In 2024, retail sales of still and sparkling white wines surpassed 50% of total wine sales by volume, marking a significant shift in consumer preferences.
Data from X5 Retail Group—managing chains like Pyaterochka, Perekrestok, Chizhik, Krasny Yar, and Slata—revealed an increase in the market share of white wines from 46.2% in 2022 to 53.4% in 2024. This “white breakthrough” has been confirmed by retailers, importers, and producers across the Russian wine market.
A Surge in Sales
The Lenta chain reported a 6% growth in physical sales and a more than 20% increase in revenue from white wines in 2024. Still white wines accounted for 51.5% of the category’s total sales, while sparkling white wines represented 48.5%. Red wine, once dominant, has seen its market share decline by 4% over the past three years, highlighting the rising preference for whites.
Industry leaders echo this trend. Luding Group noted that white and sparkling wines now account for 50% of their total sales, while Ladoga Group reported a 12% growth in white wine sales, driven by both Russian (32%) and imported (10%) products. For the first time, white wine sales are on par with red, a shift confirmed by AST's marketing director Alexey Nesmeyanov.
Production Growth
Russian producers are keeping pace with demand. Kuban-Vino reported a 48% increase in white wine production over the past four years, with annual growth rates of 20-30%. At Abrau-Durso, the focus on white wine aligns with regional terroir characteristics, leading to a 10% production increase in still white wines over the past year.
The Olymp Winery, a key partner of Abrau-Durso, has also increased its white wine share to 40% and plans to reach 50% next year. The International Organisation of Vine and Wine (OIV) attributes the global rise in white wine production—now 49% of total production—to the sparkling wine boom and changing consumption patterns favoring lighter wines.
Changing Consumer Preferences
The shift toward white wine has been linked to evolving gastronomic and lifestyle trends. Consumers increasingly favor lighter, low-calorie meals like seafood, poultry, and vegetable dishes that pair well with white wines. The popularity of low-alcohol styles like Vinho Verde and Glou Glou reflects this trend.
“In fine dining, the preference for white wines began 5-7 years ago,” said Alexander Lipilin, executive director of Fort. The Kuban-Vino press service further emphasized that consumers are drawn to the versatility and freshness of white wines.
Weather and Tourism Boost
A warm 2024 and a rise in domestic tourism further fueled white wine sales. Unlike past years, where white wine was primarily consumed in summer, seasonality is becoming less relevant. Consumers now enjoy white wines year-round, from casual dinners to festive occasions.
“Seasonality for white wines is fading,” said Evgeny Shcherbakov of Luding Group. In restaurants, about 60% of wine orders are now for white wines, even during winter.
Price Dynamics
In 2024, white wines became more expensive than red wines in the mass market, reversing historical pricing trends. The average price of white wine rose to 598.85 rubles, surpassing red wine at 564.23 rubles. Imported wines, particularly from unfriendly countries, saw the steepest increases due to rising duties. However, domestic white wines remained competitively priced, helping them gain a larger market share.
Consumer Favorites
Sauvignon Blanc, Pinot Grigio, and Chardonnay are among the most popular white varieties. Wines from regions like Vinho Verde, Tuscany, and Russian appellations like Kuban and Derbent also performed well. Prosecco remains the leader in the sparkling category, followed by Cava and Russian sparkling wines.
Looking Ahead
Experts predict that the demand for white wines will continue to grow, driven by their lighter style, adaptability, and alignment with consumer preferences. Producers are expected to expand their offerings, reshaping wine shelves and lists. However, this growing demand may also lead to further price increases, particularly for premium white wines.
As the “white breakthrough” gains momentum, white wines are not just a seasonal choice but a year-round favorite, solidifying their place in the global and Russian wine markets.
Source: RBC Vino