The American publication Business Insider suggests that the growing popularity of healthy lifestyles (ЗОЖ – Zdarovy Obraz Zhizni) among the younger generation poses significant risks for traditional hospitality venues, asserting that establishments must rapidly restructure their beverage menus. Is this issue currently affecting Russian restaurateurs?
Bar owners are increasingly concerned about the risks posed by Generation Z`s declining alcohol consumption, leading to an urgent expansion of mocktail (non-alcoholic cocktail) menus. This shift has even led to the appearance of “dry bars” that serve no alcohol whatsoever.
The American publication argues that Generation Z presents a “real threat to the existence of restaurants” unless businesses adapt to their habits. However, it notes that the industry will inevitably pivot, just as it did to accommodate vegans. The prediction is that venues will successfully sell Gen Z customers a mocktail for the same $15 price point traditionally charged for an alcoholic drink served to older generations.
But is this challenge manifesting in Russia, and how are local bars and restaurants adapting?
Russian Hospitality Industry Insights
Pyotr Gushchin, Co-owner of “Uncle Geralt” and “Cousin Samdi” bars in Moscow:
“No, we don`t observe this trend. In fact, I might say it’s the opposite. If guests come to a bar and see that there are no strong spirits, let alone no alcohol at all, they usually prefer to leave. There have always been groups who don`t drink, and trends like lactose-free milk or others exist, but these groups generally frequent specialized venues. There aren`t many such venues, and they aren`t exactly overflowing. The one adaptation we make is for vegetarian dishes; we try to ensure our menu has options for vegetarians, but nothing more.”
On non-alcoholic options: “Yes, we keep them, but not because of a trend—it`s primarily for designated drivers. For this, a new category has emerged: non-alcoholic alcohol. It tastes like alcohol but contains zero actual spirits. While it’s not great neat, cocktails based on it turn out quite good. Motorcyclists, when passing through, enjoy these very much.”
Oksana Vasilenko, Co-founder of Commode Bar in St. Petersburg:
“Among the youth, Gen Z, there truly is a trend toward rejecting alcohol and embracing a healthy lifestyle. As a result, our drink lists now feature significantly more non-alcoholic beverages than before.”
On pricing: “If quality alcohol is used, especially imported spirits, the alcoholic cocktail will, of course, be more expensive. A popular trick now is non-alcoholic gin. In one of our venues, we have non-alcoholic gin-based cocktails; it provides flavor and aroma, and the cocktail is highly popular. If high-quality ingredients are used, the non-alcoholic version—for example, non-alcoholic wine compared to its alcoholic counterpart—is slightly cheaper, but the difference is minimal. We are seeing many more locally produced goods now. I can`t say the quality or flavors are identical; for instance, the local `Aperativa` does not truly replace Aperol. While some things we haven`t mastered yet, we are using a wide range of domestically produced ingredients.”
Alexander Martynov, Co-founder of Rovesnik Bar in Moscow:
“Indeed, more young people are looking toward healthy choices and non-alcoholic options, but this is not massively disrupting the market or posing a threat to the catering or bar industry because many projects are already adjusting. For example, one of our venues offers non-alcoholic whiskey cocktails, and producers and distributors are moving in this direction. This will occupy a certain niche in overall revenue but won`t be the main revenue driver. People still enjoy going out. The money they previously spent on alcohol is simply being spent on food or non-alcoholic beverages. So, globally, it won`t impact the industry. Currently, in one of our establishments, non-alcoholic cocktails cost the same, although the margin on them is slightly higher due to lower food costs. There are many decent quality local gins, vodkas, and whiskies now produced in Russia. The key in cocktails is the staff`s skill in working with ingredients.”
Artur Sergeev, Owner of Biryulki and Videosalon Zakryt bars in Krasnodar:
“We have always advocated for reasonable consumption and focusing on surprising people with interesting presentations and flavor combinations, rather than just getting intoxicated. We feel we are setting these trends somewhat. Five years ago, we were importing non-alcoholic distillates from around the world when it wasn`t popular. I gradually see how people become enthusiastic about this; they are interested because they start understanding the difference between, say, a lemonade and a non-alcoholic cocktail—they are two distinct products. We have Russian manufacturers producing local analogs, including vermouths, whiskies, and even tequila—drinks that work specifically in cocktails. Of course, if you take non-alcoholic vodka, it doesn`t mean you pour it into shots and drink it; it works by stimulating your receptors only in combination. But certainly, throughout New Year`s Eve, every table gets a bottle of sparkling wine; we can`t do without that.”
A quick look at statistics from “Ozon Fresh”: in December, Russians purchased twice as much non-alcoholic wine and three times as much non-alcoholic beer compared to the previous year.
Push for E-Scooter Localization in Russia
Manufacturers of electric scooters and sharing services may soon be required to increase the proportion of Russian components and technology. If the project is approved, new rules would take effect starting in 2027. Currently, almost 100% of this market relies on China.
The Ministry of Industry and Trade has proposed including e-scooters in the localization point system. This means manufacturers and kicksharing services will have to increase the share of Russian components and technology. If the project is approved, the new regulations are planned for implementation by 2027.
Evgeny Vzhesnevsky, Chairman of the Moscow branch of the interregional public organization “KoleSIM,” discusses the prospects for realizing this project:
“There are plans to launch a lithium battery production plant in the Kaliningrad region, but e-scooters are made not just of batteries but also electric motors, 100% of which are currently manufactured in China because that is where the main neodymium deposits are located. Control boards and chips are also made there. Using our chips would help.”
On achieving localization targets: “In the foreseeable future, 60% is achievable, covering two out of the three main components: the battery and control boards. We would still have to purchase Chinese motors.”
On the necessity of the localization system: “I don`t think it`s necessary for non-imported items, as a huge variety is brought in for retail sale. Perhaps it is necessary for sharing models. For sharing services, it would be justifiable to build them in Russia, as they use a uniform model. It would create a `people`s scooter,` for instance.”
He confirmed that 95% of current models are made in China, with Russian assembly often only using Chinese parts.
Previously, Whoosh announced steps towards import substitution starting in 2023, and MTS Urent also announced similar plans. Both services declined to comment further.
Market Dynamics: Pre-New Year Rally Fueled by Geopolitical Hopes
The pre-New Year rally has begun. The Russian stock market hit a weekly high on the MOEX Index, adding 0.4%. The ruble also strengthened significantly, with the dollar briefly dropping below 78 rubles.
Investment strategist Sergey Suverov of Arikapital Management Company notes that geopolitical events will determine the following week`s quotes, although the market is largely factoring in positive expectations:
Sergey Suverov, Investment Strategist at Arikapital Management Company: “The Russian stock market has been growing recently… Investors believe that given Russia`s active offensive operations, there is a greater chance that Ukraine will eventually accept a peace plan in some form. Although the meeting between Trump and Zelensky is certainly not the final chord in the negotiation process, the market perceives that the chances for a peaceful outcome have somewhat increased, setting a positive mood for players.”
“Regarding the ruble, the Russian currency is supported by the tax period and the Central Bank’s active currency sales on the financial market—14.5 billion rubles are sold daily. The ruble will likely finish the year around 78 per dollar, but the Central Bank will halve currency sales next year, so the Russian currency could start weakening early next year. Oil prices are pressured by the surplus in the global hydrocarbon market and will likely finish the year around $60-62 per barrel.”
Oleg Abelev, Head of the Analytical Department at Ricom-Trust Investment Company, suggests the outcome of the tax period is predictable, unlike the upcoming negotiations:
Oleg Abelev, Head of the Analytical Department at Ricom-Trust, PhD in Economics: “It is almost certain that Monday will be the day when Russia issues official statements in response to these proposals, and the morning of December 29th could see a significant gap [in the market]. Regarding the end of the tax period, everything is highly anticipated, and no big surprises are expected. It’s clear that a strong weakening of the ruble is unlikely in the last two working days of the year because, firstly, the Ministry of Finance is selling currency under the budget rule. Secondly, the anticipated demand for currency from importers ahead of the year-end deadline and contract fulfillments did not materialize. Therefore, the day is expected to be highly volatile; the geopolitical agenda is currently dictating market sentiment to the maximum extent.”
Official currency exchange rates for Monday: the dollar stood at 77.69 rubles (a loss of 19 kopecks). The euro was 91.21 rubles (a loss of 68 kopecks). The yuan lost 3 kopecks, reaching 11.04 rubles.
High-Stakes Diplomacy: Trump, Putin, and Zelensky Discuss Peace Contours
Prior to their meeting, Presidents Trump and Putin held a telephone conversation, which was set to continue after the US-Ukrainian talks. Zelensky held discussions with European leaders before meeting the American President. The IAEA reported that Moscow and Kyiv agreed on a temporary ceasefire around the Zaporizhzhia Nuclear Power Plant to repair a power line.
The meeting between Trump and Zelensky continued in Florida. Beforehand, the leaders addressed the press. Zelensky stated that the issue of territorial concessions would be discussed. Trump added that Ukraine would gain significant economic benefits from an agreement. The American leader also expressed confidence that the contours of a deal regarding Ukraine already exist. He believes European countries will actively participate in maintaining peace once the conflict concludes.
Trump dismissed doubts about the seriousness of Moscow`s peace intentions, citing Ukraine’s strikes on Russian territory. He stated that both Putin and Zelensky want to conclude a peace deal and expressed confidence that today’s meeting with the Ukrainian leader would “go great.” Trump also noted that while the content of a security guarantees agreement is currently unknown, it will surely be signed. Following their personal meeting, Trump and Zelensky were scheduled to hold a phone call with European leaders.
Trump announced on his social network that he had conducted a “good and very productive conversation” with Putin before meeting Zelensky. Russian Presidential Press Secretary Dmitry Peskov confirmed this. The conversation lasted one hour and 15 minutes and was initiated by the United States, according to Presidential Aide Yuri Ushakov. He described the talk as friendly and businesslike:
Donald Trump carefully listened to Russia`s assessment of the real prospects for reaching an agreement, along with our President`s detailed arguments regarding the fundamental importance of continuing to rely on the basic Russian-American understandings reached during the Anchorage summit and numerous contacts between representatives of the two administrations. Crucially, the presidents of Russia and the United States generally agree that the option of a temporary ceasefire proposed by Ukrainians and Europeans—under the guise of preparing for a referendum or other pretexts—only leads to the conflict being drawn out and risks a renewal of hostilities. For a final cessation of fighting, Kyiv must first and foremost make a courageous, responsible political decision, one that aligns with the work being carried out through the Russian-American channel. Given the evolving situation on the fronts, the Ukrainian regime would be wise to accept this decision concerning Donbas without delay. Donald Trump persistently emphasized the need to conclude the war as quickly as possible, speaking about the impressive prospects for economic cooperation between the United States, Russia, and Ukraine that would open up, acknowledging that the Ukrainian crisis had been the most difficult issue for him, and reaffirmed his conviction in Russia’s desire to reach a political and diplomatic settlement.
Zelensky, meanwhile, spoke with European leaders. Discussions included the fate of the Zaporizhzhia NPP; the Financial Times reports that Zelensky wants the plant transferred to international control, with electricity distributed across both sides of the front line.
The IAEA reported today that Moscow and Kyiv have agreed to a temporary ceasefire in the vicinity of the ZNPP to repair a power line. Yesterday, Vladimir Putin stated that if Kyiv remains unyielding, Russia will resolve its tasks through military means. He also added that the pace of the Russian offensive diminishes Moscow`s interest in simply withdrawing the Ukrainian Armed Forces from Donbas. Today, the Russian Ministry of Defense claimed the capture of six settlements in 24 hours—four in Donbas and two in the Zaporizhzhia region.
The General Staff of the Ukrainian Armed Forces, in turn, stated that Ukraine successfully struck the Syzran oil refinery in the Samara region. Russian authorities have not commented on this claim.
Political analyst Georgy Bovt discussed this context:
Georgy Bovt, Political Analyst:
On Putin’s statements: “This is raising the stakes before what may be concluding negotiations. I do not rule out the possibility that if Zelensky rejects the current compromise formula for a peace agreement, the next terms will be harsher. Moscow might then not limit itself to freezing the front line in the Zaporizhzhia and Kherson regions, but demand that the Ukrainian Armed Forces withdraw completely from those areas as well. However, it must be noted that the Russian president has never personally voiced his territorial demands; he only mentioned that a certain compromise was reached in Anchorage, but never specified what it entailed. Everything media wrote about the Ukrainian Armed Forces having to leave Donbas, etc., came from Western media. The publication of Trump`s peace points also implied such a condition, but Moscow never commented on them. Therefore, I wouldn`t rule out that the territorial configuration of a peace agreement might change.”
On Zelensky’s consultations with Europeans: “I think he was told something along the lines that Kyiv is on the verge of unpleasant but perhaps inevitable decisions, and that it is important to preserve sovereignty, even at the cost of territorial concession, and so on. I don`t think he was actively pushed to `keep fighting.` Especially since the question of using Russian assets to aid Ukraine has been temporarily closed. The 90 billion euros promised to Kyiv for next year seem to be coming out of European pockets. Maybe the Europeans are now ready to make greater concessions to Moscow than they were before.”
Zelensky also told European leaders that he does not expect Russia to agree to his 20-point peace plan and therefore intends to persuade US President Donald Trump to put pressure on Moscow, the Financial Times reports.
The Massive Economic Impact of `Stranger Things`
Analysts are assessing the economic influence of the series ahead of its final season. The states of Georgia and California, where filming took place, benefited the most, each gaining approximately half a billion dollars for their budgets. Experts note that such productions are always economically advantageous for their filming locations.
The Netflix American series Stranger Things has contributed nearly $1.5 billion to the US GDP and created over eight thousand jobs throughout its ten-year run, Variety reports. As fans await the final installment of the fifth and concluding season, analysts are summing up the series` economic impact. Georgia and California were the biggest winners, each receiving about half a billion dollars for their budgets, plus revenue from associated merchandise.
Interest in the main character`s beloved Eggo waffles increased by 14%. Interest in the role-playing game Dungeons & Dragons surged by almost 700%. According to Spotify, listenership of several older hits used in the final season significantly rose. The series launched collaborations with giants such as Kinder, Lego, Nike, and Coca-Cola.
Alexander Izotov, President of Tsar Pictures Film Company, comments on the series` economic and societal influence:
Alexander Izotov, President of Tsar Pictures Film Company: “When a series is filmed for nearly 10 years, a huge crew is working, sets are built, the crew eats, drinks, and sleeps somewhere—naturally, this gives a huge boost to the region where it takes place. It`s no wonder that regions, not just American but globally, compete for rebates to attract large companies to film there. Rebates—a system compensating for filming expenses—can sometimes reach up to 60%, because this is a massive contribution to the local economy. The state of Georgia, where the series was filmed for a long time, was fortunate, and the state, which was not particularly thriving, has been uplifted by this whole story.”
“Any cultural phenomenon boosts merchandise, music, food products, and clothing. Since this is not a fantasy about another world, it`s very easy to tie it to real life. Therefore, a huge number of people started listening to old music again, buying new goods in crazy volumes—this also drives the process. The numbers are substantial because this is a record-breaking series for Netflix, and it drives the entire ecosystem. Compared to major film franchises, this is still just the start. Stranger Things is great, it brought in a lot of money, but compared to big movie franchises, it’s only beginning. This is a class product paired with the enormous promotional machine of Netflix.”
Stranger Things became Netflix’s most popular series even before the final episodes aired, watched by over a billion people. The show about 80s teenagers fighting evil from a parallel dimension surpassed even the viral South Korean hit Squid Game. However, not everyone was thrilled with the latest season, with some preferring the earlier episodes.
Sonchi Utochkina, author of the culture Telegram channel “Kojima`s Girlfriend,” provides commentary:
Sonchi Utochkina, Culture Analyst: “Stranger Things spanned the 10-year history of streaming development starting in 2016, when Netflix emerged as a platform. Their main competitor was television, so they focused on `binge-watching`—watching all episodes consecutively in one day. They structure the script so that these eight episodes are consumed as a single, continuous story. Then, in 2017, competitors like Biomax, Amazon, etc., appeared in their streaming segment. And Stranger Things began to be treated less like a cohesive story and more like a brand. Huge emphasis was placed on aesthetics, references, and vivid imagery, and the plot started to suffer slightly because of this.”
“The fifth season is treated as an event, which is generally a trend now for all content that isn`t internet-native. It is maximally adapted for `Second Screen Watching`—one of Netflix`s rules, adapting shows to be watched in the background. Series are written so you never fall out of context. There is a lot of reiteration of what they are doing, what they have done, and what they will do. Since Netflix’s strategy aims for quantity over quality, and there is a large emotional investment, many people finish watching. From a marketing and production perspective, such a strategy is, of course, lucrative. From a cultural phenomenon standpoint, it is rather sad. I think for many, this series will remain memorable for the first season as a singular unit, while all subsequent seasons will fail to become classics.”
The finale of Stranger Things is set to premiere on New Year`s Eve, December 31st, showing in US and Canadian cinemas. Fans are busy formulating theories about the ending.
The Legacy of Brigitte Bardot
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