In the first half of 2026, sales of Armenian brandy and wine in Russia decreased by 12.2% and 11.8% respectively compared to the same period last year. Market participants attribute the decline in sales to both restrictions and the actions of Russian importers and rising prices.
According to Kommersant, in the first half of the year, retail sales of Armenian brandy amounted to 1.37 million decaliters, while Armenia's share in the overall market decreased to 20%, losing 1.7 percentage points. Meanwhile, sales of wine imported from Armenia amounted to 239.65 thousand decaliters, with 33.8 thousand decaliters sold in June. Despite the decline, Armenian wine continues to occupy less than 1% of the Russian wine market.
Experts estimate that one of the main reasons for the decline in sales was the decision of Rospotrebnadzor in May to suspend the sale of products from three Armenian producers: Vedi-Alco, Abovyan Brandy Factory, and Shahnazaryan Wine and Brandy House. Market representatives report that several Russian importers are simultaneously taking preventive measures to limit the supply of Armenian alcohol in an effort to reduce the risk of new restrictions.
Sales have also been affected by rising prices. Since January 2026, the minimum retail price for brandy made from at least three-year-old raw materials has been increased by 16%, reaching 755 rubles. Market participants believe that some consumers are switching from mass-produced Armenian brandy to more well-known brands or preferring other strong alcoholic beverages, particularly whiskey and rum.
Experts assess that in the long term, Armenian products may lose ground to producers from Georgia, Azerbaijan, and Uzbekistan, except for the more recognized brands Ararat and Noy.
