Young Russian adults pushed SimpleWine's non-alcoholic wine sales up nearly 25% in summer 2026.

Sales of non-alcoholic wine at Russian specialty retailer SimpleWine rose nearly 25% year over year during the summer of 2026, with the strongest gains coming from the youngest adult shoppers, according to company data cited by the state news agency RIA Novosti.

SimpleWine told RIA Novosti that sales in the category among customers ages 18 to 22 increased 2.1 times from a year earlier, equal to roughly +110%. Among buyers ages 23 to 25, sales rose 86%. The figures point to faster growth among younger consumers than in the retailer’s overall customer base.

The report, published and updated by RIA Novosti on Aug. 30, adds to signs that non-alcoholic wine is moving beyond a niche product in Russia and gaining wider acceptance in both retail and restaurants. At the same time, the retailer’s figures cover only one commercial chain and do not represent the full Russian market. The publication also did not specify whether “sales” referred to revenue, bottles, or liters, and it provided no absolute volumes or values, making it impossible to separate the effects of demand, pricing, product mix, or inflation.

Still, the age breakdown is notable because it suggests the category is expanding most quickly among consumers who are still early in their legal drinking years and are often more open to new consumption formats. Industry representatives told RIA Novosti that non-alcoholic wine is increasingly chosen not only by drivers or people who avoid alcohol for medical reasons, but also by customers who want to take part in the food and social aspects of wine without drinking alcohol.

The Association of Winegrowers and Winemakers of Russia said the rise in demand reflects changing consumption habits, better product quality, and a broader presence of non-alcoholic labels in premium restaurants. According to the association, Russian consumers have become more attentive to health, well-being, and quality of life, especially in large cities and among adults ages 25 to 40.

The group said that has created more situations in which buyers want to keep what it called the “wine experience” while avoiding alcohol. It pointed to business meetings, sports, driving, family events, and workdays as occasions where consumers may prefer the ritual, food pairing, and social signaling of wine without the alcohol content.

The association also said quality has improved in recent years as dealcoholization technology has advanced. That has helped producers retain more aroma and structure than earlier versions of the product, which industry participants said often had weak sensory characteristics only a few years ago. Better quality has made it easier for restaurants and wine-focused venues to place the category on their menus and wine lists.

According to the association, non-alcoholic wine has also become more visible in specialized wine stores, federal retail chains, and restaurant wine programs. Market participants told RIA Novosti that it is now hard to find a premium restaurant in Russia without at least some non-alcoholic wine options. That shift matters because restaurant placement can broaden the category’s use beyond home consumption and normalize it in social settings where traditional wine has long dominated.

The current retailer data follows strong historical growth reported by the same association for earlier periods. Citing retailer information, the group said sales of non-alcoholic wine in 2024 and 2025 increased by 30% to 100%, depending on the sales channel, and that some chains recorded growth of more than 2.2 times. Those figures were presented as past context rather than as a new nationwide update for 2026.

Industry representatives argue that non-alcoholic wine is not simply replacing traditional wine. Instead, they say, it is creating new consumption occasions and bringing in people who might not otherwise choose wine at all. That argument appears to fit the SimpleWine age data, which shows especially strong momentum among younger adults. The association said that group is looking for new leisure formats and may be more interested in participating in culinary and cultural occasions without giving up sports goals, driving plans, health concerns, or lifestyle changes.

Because the latest numbers come from a single retailer and lack an absolute sales base, they should be read with caution. A near-25% increase at one chain can show clear momentum inside that business without proving that the entire Russian market is growing at the same pace. The absence of unit data also means the increase could reflect a combination of more shoppers, higher average prices, or a shift toward more premium products.

Even with those limits, the new figures suggest that non-alcoholic wine is gaining a firmer foothold in Russia, especially among younger consumers. The combination of improved product quality, broader restaurant distribution, and demand tied to health and lifestyle choices is giving the category a wider role than it had when it was seen mainly as a substitute for people who simply could not drink alcohol.