Beer Comes of Age
by Sergei Borisov 9 August 2004
Russia gradually wakes up to the idea that beer is alcohol.
ULYANOVSK, Russia--Perhaps it was because Russians—and the world—have always thought of themselves as a nation of vodka drinkers. Whatever the reason, beer has long been thought of by Russian lawmakers and many ordinary Russians not as alcohol, but as little more than a soft drink. On 5 August, that seems to have changed.
Beer is still not officially designated as alcohol and therefore faces lighter taxes than vodka, but, like vodka, it looks set to face limitations on advertising. Unlike the national drink, beer is freely advertised on television and radio, and in the print press. Soon, though, no ads for it will be allowed on television or radio between 7 a.m. and 10 p.m. No beer advertising will be permitted in publications dedicated to sports, health, the environment, or education. Newspapers will not be able to publish beer ads on their first and back pages. And wherever ads are permitted, they must not show any images of people or animals. Advertisers will be deprived of even the right to say on television that beer quenches thirst.
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