2010 began with the first steps of an ambitious effort by the national government of the Russian Federation to stamp out excessive public alcohol consumption, which is claiming hundreds of thousands of lives each year. KeepComingBack.com takes a closer look at this promising campaign to restore the health and well-being of the Russian people.

In mid-January 2010, the Russian government, under the leadership of President Dmitry Medvedev approved a new government effort to cut public alcohol consumption by 55%, and completely eliminate the illegal alcohol “gray market” by the year 2020. The comprehensive campaign includes new restrictions on alcohol advertising, tougher criminal penalties for violating alcohol production laws, and greater promotion of a healthier lifestyle. Earlier this year, the Russian government tripled taxes on beer and established a minimum price for the sale of vodka set on New Year’s Day 2010, which according to international media sources, effectively doubles the cost of cheaper brand liquor.

Medvedev is the first national leader in a generation to confront the deadly disease. In 1985, former Soviet Union General Secretary Mikhail Gorbachev rolled out an aggressive three-year sobriety campaign that raised the legal drinking age from 18 to 21, slashed government production of alcohol, and cracked down on drunk driving and moonshine production of a popular alcohol known as “samogon.” In 2009, Medvedev consolidated the multi-agency oversight of alcohol sales to one national regulatory body, giving the government more power to take action against black market sales and serious public health issues that are becoming more common in the Eurasian nation.

Though studies have shown that other nations have high levels of public alcohol consumption, the excessive drinking of potent vodka and the dangerous consumption of cheap, homemade alcohol unique to Russia has likely been a significant factor in the shortening national lifespan over the last twenty years. Vodka distilleries are considered by many Russians as a source of national pride, and the spirit has been locally produced for over a thousand years, ingraining itself in the national fabric, which is still measurable to this day. According to a national survey conducted by the Public Opinion Fund, 75% of all Russian adults drink; of these respondents, half drink vodka on a daily basis, and 10% drink moonshine at least once a week. Compare this to the phenomenon of mostly beer and wine consumption in the rest of Europe and the United States, which have lower alcohol contents and relatively less harmful to one’s health.

According to the medical journal Lancet, up to 600,000 Russians die every year from alcohol-related causes (diseases, crimes and accidents), and government data reveals that more than 23,000 citizens of the former Soviet Union die of alcohol poisoning annually.

Whether the government efforts will prove effective is uncertain. For years, cheap alcohol smuggled from overseas has flooded the Russian market as citizens seek to avoid high excise taxes on bottles, which is likely to only grow worse today. Previous sobriety campaigns have been soundly rejected by the public, and subject to widespread protests, undermining the government’s authority. Without more effective law enforcement and cooperation from the public at large, underground alcoholism will continue to pose a serious problem to the future of alcohol beverage control in Russia.