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Interestingly, Russia has emerged as the fastest-growing beer market in the world, evidenced by the launch of an annual beer festival in Moscow that rivals Munich's famous Oktoberfest. The Russian government, historically reliant on vodka sales for revenue, has shifted its focus to beer, discovering in it a valuable new source of income.
This transition has been spurred on by aggressive government-sponsored marketing campaigns and drinking games that appeal particularly to the younger generation. Beer, often positioned alongside soft drinks, is perceived as a less harmful and more fashionable alternative.