Due to its geographic proximity, Russians have been exposed to coffee for centuries so it is hardly surprising that today it is widely consumed there. Whereas tea has traditionally been the favoured hot drink, a recent survey conducted by the National Coffee Association indicates that, in true Russian fashion, they have fully embraced coffee culture and that 39% of the population aged between 18 and 34 now drink coffee at least three times a week.
The surge in popularity is largely due to the rapid spread of coffee shops, with chains such as Shokoladnitsa, Coffee House, and Costa Coffee providing baristas with the skills necessary to produce premium quality drinks, from the classic Espresso to the increasingly popular Flat White or Latte Macchiato. There is also an increasing range of specialist beverages such as the Frappuccino or Macchiato Caramel to choose from.
With the highest consumption levels in the Moscow region, coffee is an iconic morning drink throughout Russia. However, the hourly morning rush during which many coffees are ordered has nothing to do with espresso machines, or even with preparing the beans freshly ground. In Russia, coffee is traditionally made on the stove, with a stovetop espresso pot, sometimes known as a moka pot, a type of brewing device capable of producing the same amount of espresso a standard espresso maker produces in some 45 seconds. The stovetop pot has been a Russian staple for many centuries and is still found in many homes and cafés up and down the country.
Once the coffee has been brewed, it is then served sweetened with sugar and often accompanied with pastries and milk. While this is the traditional way of drinking coffee in Russia, there is also a growing trend for more unusual types of ‘non-traditional’ coffee beverages, such as iced coffee, cold brew, and cappuccino. Such drinks are often seen as symbols of wealth, which has caused many to nickname them ‘Russian Coffee Cocktail’.
But drinking coffee goes beyond the enjoyment of the taste and aroma. As author Ilya Katyshev points out, ‘Attitude to coffee in Russia is much more complicated: it is not just a gastronomic pleasure, but a way of communication and establishment of contacts. It is a tool for conducting negotiations and strengthening relationship. And yes, coffee breaks are a must for Russians’.
There can be no doubt that coffee is as integral a part of Russian culture as vodka and caviar. Whether brewed on a stovetop moka pot or whipped up in a stylish coffee shop, coffee is an essential daily ritual for many Russians wishing to keep up with their busy lifestyle and refuel with a delicious cup of joe.
Impact of Economic Crisis on Coffee consumption
The impact of the ongoing economic crisis has been massive, leaving some Russians with little left to spend on the luxury of a cup of coffee. Statistics from the National Coffee Association show that the number of daily coffee consumers in Russia dropped from 65% in 2014 to 51.5% in 2017.
The situation is especially dire for smaller independent cafés and coffee shops, who find themselves struggling to make ends meet amid rising costs, falling demand and intense competition from larger companies. This has caused many of them to close, taking away the livelihoods of the thousands of people who are employed in the industry.
This has been an especially hard blow to society since the profound sense of community and togetherness found in these places is part of what makes Russia such a special place. It is not uncommon to find people getting together to share a pot of coffee while they discuss the events of the day.
The current economic climate in Russia is leading to changes in the way many people consume coffee. After all, as the saying goes, ‘coffee is for friends’, and Russians are often willing to forgo their daily latte for an evening cappuccino or mocha with a friend or two. This shift from daily to social consumption is a growing trend as more and more people look for ways to save money.
Despite the downturn, people can still enjoy a cup of coffee without breaking the bank. Staying true to the Russian spirit of resourcefulness and resilience, people are still finding creative ways to indulge in their favourite drink such as taking advantage of discounts and ‘buy one get one free’ offers.
Public Perception of Coffee Drinking Habits
Historically, coffee consumption has been seen as a sign of affluence, with some even likening it to vanity. Conversely, however, in more recent years coffee consumption has become a symbol of endurance and positive values.
In a society like Russia, where many people work long hours, coffee has become a symbol of hard work and determination. This is exemplified by the popular sporting event “Coffee Cup”, which pits teams of Russian baristas in a competition to see who can make the most elaborate coffee beverages.
By doing this, this event has helped to raise the profile of coffee and coffee drinkers in the eyes of the public and has also made coffee a more aspirational drink for many. This has been further encouraged by the enormous popularity of coffee-related television programs and the rising number of coffee trading cards collectors.
In conclusion, the public perception of coffee in Russia has come a long way in recent years and, thanks to the emergence of coffee shops, internal promotion and the impact of the media, it has in many ways surpassed tea as the nation’s favorite hot drink.
The Role of Social Media
Social media has also played a major role in the development and promotion of coffee culture in Russia. Major chains such as Shokoladnitsa have embraced the power of social media to raise their profile and reach customers, often taking the lead in promotions and discounts.
Coffee-lovers can also be seen all over Instagram, often sharing pictures, stories and even recipes of their favourite beverages. With the help of such platforms, coffee has been given a voice, allowing coffee lovers from all walks of life to come together and share their experiences.
Similarly, coffee-related events such as coffee-tasting competitions and barista master classes have experienced a massive upsurge in popularity. Such events are usually organised and marketed through social media networks and provide the Russian public with an opportunity to get to know coffee culture on a deeper level.
As the popularity of social media continues to rise, it is likely that such platforms will play an ever-increasing role in the development and promotion of coffee culture in Russia.
Coffee Initiatives and Movements
In recent years, several initiatives and movements have been launched to promote coffee culture in Russia. One of the more notable projects is the “Coffee Connoisseur” program, which offers comprehensive educational classes for aspiring coffee experts.
The program consists of 10 classes, covering topics such as the history of coffee, types of beans, brewing techniques and coffee tasting. The main goal of the program is to prepare and equip participants with the skills necessary to become certified coffee tasters.
In addition to the “Coffee Connoisseur” program, there are a number of initiatives and movements dedicated to promoting coffee in Russia. These include barista clubs, coffee-tasting clubs, coffee roaster associations and even a “Coffee Appreciation Society”.
These initiatives and movements are not only raising the profile of coffee in Russia but they are also helping to create a more informed, diverse and vibrant coffee culture.
Outlook for Coffee in Russia
In light of the growing popularity of coffee in Russia, more and more people are getting involved in the industry. Whether as baristas, coffee-tasters, roasters or just coffee-lovers, these people are helping to create a thriving coffee scene in the country.
Although the current economic crisis has had a serious impact on coffee consumption in Russia, it is likely that the Russian coffee industry will continue to grow in the future. This will be enabled by the increasing number of coffee-related initiatives, movements and events that are becoming popular in the country.
It is safe to say that, despite the current challenges facing it, the future of coffee in Russia looks bright. The public perception of coffee consumption has changed dramatically, and it is now seen as a symbol of hard work and positive values. With more and more people getting involved in the industry, it is certain that coffee will become an even more integral part of Russian culture.
