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American Morning

Beer Tapping Russian Market

Aired July 22, 2002 - 09:55   ET

THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.

THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
BILL HEMMER, CNN ANCHOR: In the land of the strong, clear drink, the rise in popularity of beer drinking in Russia apparently posing some serious competition for the beverage most consider a staple in the Russian diet, that being vodka.

CNN's Ryan Chilcote grabbed a few mugs at a festival in downtown Moscow.

(BEGIN VIDEOTAPE)

RYAN CHILCOTE, CNN CORRESPONDENT (voice-over): It might look like a college fraternity party, but it is actually Russia's 4th annual Beerfest (ph). And while Russians might not be able to drink beer as fast as vodka, they are making a go at it. Beer consumption has nearly tripled in the last four years. Part of the reason: aggressive marketing, promoting beer as a healthier and funner alternative to the harder vodka. And people here, especially young people, are falling for it.

UNIDENTIFIED FEMALE: It help us to feel us funny, to feel us better. But when Russian people drink vodka, we feel bad, very bad. In the morning, we have a headache.

CHILCOTE: Rising beer consumption, however, has not cut into the amount of vodka Russians drink.

(on camera): The reality is, they are drinking more of both. There's even a Russian expression that, roughly translated, means, "Drinking beer without drinking vodka is a waste of your money."

(voice-over): At just $2 a bottle, vodka is more cost-effective than drinking beer. And, as staple of the Russian diet, vodka is more entrenched. Ten years ago, the Russian market was flooded with imported beer, but Russia's domestic producers have taken their turf back. Now, the Bavarian band plays Russian songs, even the Western game of "paintboll" (ph), as it is called here, has taken a decidedly anti-Western twist. But, vodka is still closest to the Russian heart.

UNIDENTIFIED MALE: Vodka is a Russian drink. It's a Russian drink, it's a real Russian drink. Beer is Germany and Deutsche drink, and other country, and America drink.

CHILCOTE: Russians are learning beer is still alcohol, and it too can knock you off your feet. Ryan Chilcote, CNN, Moscow.

(END VIDEOTAPE)

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