Healthy Living, Millennials of Russia Leave Alcoholic Beverages

News24xx.com - For centuries, vodka and other alcoholic beverages became "friends" for Russians. But lately, the drink has become increasingly unattractive, especially among millennials.

"It's been two weeks since I started the experiment '30 days without alcohol'," vlogger Yuri Khovansky, 28, on the channel of his personal video upload site was quoted from the coverage page 6.com. "Two weeks ago, I stopped drinking (alcohol)." .

Khovansky gained popularity in cyberspace thanks to his embarrassing behavior. With a bottle of beer held by his hand most of the time, he is known as a drunk and heavy drinker.

"First, this is the toughest two weeks of my life!", Khovansky said as quoted from RBTH Indonesia, Friday (08/10/2018). At that time, he did not know whether he could hold back for 90 days without alcohol - three times longer than he originally planned.

Khovansky's story is just one of many other stories experienced by young Russians. Based on the results of the study, the level of alcohol consumption in the Red Bear Country is currently almost 80% less than five to seven years ago.

According to the Russian Ministry of Health and the results of the popular consultation, this change occurred because millennials or young people born between 1982 and 2000 reduced their alcohol consumption. In general, interest in alcohol has continued to decline in all generations since 2008. However, compared to the older generation, the most significant (25%) decline came from young Russians.

Initially, sociologists thought that the millennial generation had not taken alcohol seriously. However, research shows that the peak consumption of millennial alcohol consumption has passed.

"They are not switching from vodka to beer or wine. Their interest in alcohol has indeed dropped dramatically," said Vadim Radayev, a professor at the College of Economics (HSE) who studies Russian millennial generation.

"In the past, I really lived as I liked," said Yekaterina Isakova, a 32-year-old marketing consultant. "Every time I receive a salary, I immediately buy clothes to go to the club (night). Then, I will dress up and go to a bar and proudly buy a bottle of expensive wine."

She would usually spend 5,000 rubles (about Rp. 1.1 million) overnight for taxi fare back and forth, buying alcohol, snacks, and breakfast at the cafe the next morning.

"Now I only spend 500 rubles (around Rp. 110 thousand). That includes two non-alcoholic cocktails and I bring my own vehicle," he said.