Modern Russian
Tastes:
VODKA is lagging behind
There are lots of Latin proverbs which are known quite well worldwide, especially to those who study foreign languages at specialized higher educational establishments. One of the most frequently used proverbs goes, ‘Degustibus non est disputandum’. It declares that we should not argue about tastes, but, evidently, tastes might be discussed in the mass media and every person taking part in a discussion may know that tastes differ.
Apparently, tastes in England are not similar to those in Russia, and they differ from each other in lots of aspects. It is natural that they have very little in common with each other as the Russians and the English are, historically and culturally, two absolutely different nations.
But how do things stand as far as one
nation is concerned? Are tastes much the same within one nation? Evidently, the answer to this question is negative.
Russian tastes (I mean the tastes of the whole nation) are changing quite rapidly nowadays. Modern Russian tastes are not the same as they were in the late 60-s of the last century, especially in the
alcohol market where vodka is losing its undoubtedly strong and leading positions.
Russia is experiencing a boom in
beer production and consumption. It is estimated and proved that vodka has given way not only to beer, but even to whiskey which is imported to the country primarily from the British Isles.
If you are aware of the Russian drinking traditions (the history of Russia even knows the so called ‘Vodka Riots’) and the market for alcohol (where vodka and ‘samogon’ - unauthorized home-made alcohol drink - were always in the lead), you can’t but be overwhelmed by this news.
Now the Number One beer in Russia and leading consumer
brand is definitely ‘Bal…ka’ (the name stands for the Baltic Sea in colloquial Russian ).
A certain British company has become the biggest winner of the Russian market providing, approximately, a quarter of its entire profits thanks to the tastes change. No wonder. At present Great Britain is the largest single investor in the Russian Federation and several hundred British companies have already poured in billions of pounds. Isn’t that a revolutionary change in the tastes and very unlike the British business of the ‘cold war’ period?
But the going is not just one way. Having dropped in at one of the supermarkets in London my friend and I, to our complete astonishment, came across this popular with the Russians brand ( the source of its popularity lies both in the quality and the price. A 0,5 litre bottle of ‘Bal …ka No. 3’ costs 14-15 roubles and that is equivalent to, approximately, 28-30 pence). Our amazement, when we saw the price, was just comparable to our astonishment. We were even about to buy a bottle or two to check if it is much the same as in Russia...
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