Rose on PVZ: online wine sale to be launched in Russia
The Ministry of Finance is preparing a large-scale experiment on the sale of domestic wine through marketplaces. If the "pilot" proves its stability, then by the end of 2026, a bottle of Russian wine will be able to "fly" to the customer in one click - provided reliable identification and a transparent supply chain. At the same time, the digitalization of trade can increase demand, and therefore winemakers have come up with a proposal to diversify winemaking, as Russia may face an excess of raw materials. Details can be found in the Izvestia article.
How will the experiment go and who is involved in it?
An experiment on the remote sale of domestic wine on marketplaces is likely to begin in the second or third quarter, the Ministry of Finance said. If the pilot is successful, full-fledged sales may begin before the end of next year. According to the ministry, the relevant legal framework will be ready in the first quarter of 2026. Deputy Minister of Digital Development Oleg Kachanov noted at the Digital Solutions forum that the ministry is "in the final stage of regulatory approval" and is ready for the technical stage.
— The President gave the appropriate instruction, which says that we should try to launch the remote sale of Russian alcohol on Russian trading platforms in compliance with identification requirements in an experimental legal regime. And this is our challenge for next year: we want to negotiate with someone from the marketplaces with whom we will launch such a "pilot," Kachanov said at the Digital Solutions forum.
He added that the identification of buyers will take place through a Single Biometric System (EBS) or using a photo-verified digital document. These technologies will allow you to confirm the age and identity of the buyer not only during the checkout process, but also upon delivery of the goods by courier.
The development was supported by representatives of the wine industry, who see digitalization as a chance to expand their business.
— Fanagoria considers online sales primarily as an additional channel of promotion. They will expand the geographical availability of our wines to the end user, especially in remote regions of the country. In addition, online sales will help acquaint customers with the full range of our products that they will not see on the shelves of federal retailers, including premium collections," says Pyotr Romanishin, CEO of Fanagoria.
Izvestia sent a request to the Ministry of Industry and Trade.
Online trading and legislative challenges
According to experts, without updating the legislative framework and integrating with the Unified State Register of Legal Entities, the experiment risks encountering insurmountable barriers.
— Licenses for the sale of alcohol are issued only for stationary retail outlets, and control is carried out through the USAIS. Without legalizing the participation of couriers and pick-up points, and without technical solutions to account for bottles "from warehouse to consumer," online sales can lead to control failures and risks of falsification, warns Vitaly Gavrilov, president of the E—Commerce Union.
He added that some regions are now tightening their policies against alcoholization of the population, and this makes the creation of a unified system a particularly difficult task. "There are more questions than answers, and the potential risk still exceeds the benefit," the expert believes.
At the same time, representatives of farms see digital trade as a tool for leveling market positions. The legalization of fruit distillates and fruit drinks is the next logical step that will allow using the surplus harvest and creating new jobs," says Gennady Oparin, chairman of the Union of Farmers' Wineries, head of the Semigorye farm.
— In Europe, up to 15% of wine is sold online, and a similar trend is expected in Russia. This is especially important for farm wines.: They will be able to sell products directly, reducing costs and increasing profitability," the source points out.
What will make the consumer go online?
The transition to online trading is causing heated discussion in the regions.
— I see both obvious advantages and threats here. The unconditional benefit is the explosive expansion of the assortment: a resident of a remote village gets equal access to the wines of the Krasnodar Territory, Crimea and the Don. Price competition between hundreds of manufacturers can constrain retail prices. But the main risk is the destruction of traditional retail and the loss of their role by local stores," says Konstantin Ineshin, chairman of the Ulyanovsk Regional Consumer Union.
At the same time, some experts perceive innovations as a chance, on the contrary, to strengthen local identity.
— I see this not as a threat, but as an opportunity. Our strength lies in locality, trust and lively communication. Interest in wine will grow, and offline trading will be able to give advice that the marketplace will not offer," said Abuyazit Sigauri, Chairman of the Kemerovo Regional Consumer Union.
Production growth and digital integration
Digitalization of trade will clearly improve the possibilities of the offer. On the other hand, it will help solve another looming problem. By the end of the decade, the Russian wine industry may face a new challenge — an excess of raw materials. From 2027, new plantations, established in 2021-2024, will enter the productive phase, which will lead to an increase in grape volumes and the need for a structural distribution of products.
At the Digital Solutions forum, Petr Romanishin noted that the growth of wine production requires thinking in advance about the use of possible excess grapes, including the development of distillation, juice and related areas.
— New sales channels sometimes change the market more than new varieties. Online sales won't make wine cheaper by themselves, but they will ensure transparency and choice. If the excess grapes are properly distributed throughout the chain, from base and sparkling wines to distillates and juices, consumers will really see more Russian brands at reasonable prices," says Alexey Solovyov, President of the Association of Cavists of Russia.
According to him, the balance by 2030 is real only if digital platforms become not just a sales space, but a tool for promoting quality wine with proven origin.
"Then both producers and buyers will benefit," he adds.
Petr Romanishin agrees that the digital model is capable not of destroying, but of uniting. Thanks to marketplaces, each winery will be able not only to present unique product lines, but also to quickly track demand, receive feedback and predict harvest volumes, he notes.
According to experts, the combination of the growth of domestic production capacity and digitalization of sales will transform the market into a strategic ecosystem. In any case, every participant in the industry, from the farmer to the marketplace, becomes a link in the same chain, where technology, biometrics and logistics work for the overall quality of wine.
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