The essay discusses the construction of Siberian regional identity through consumption with use of Siberian regional brands. Siberian identity is conceptualized as a dynamic phenomenon being actively formed through people’s activities at the territory of the region. Consumption is seen as one of the key sites and tools for this identity construction and also as a form of regional patriotism. The context of Siberian identity construction is analyzed, and the key distinction is drawn between cultural and socio-economic dimensions of the regional identity. Two successful regional brands, ‘I’m Siberian’ and ‘Monstratsiia’ [‘Monstration’], are analyzed to illustrate this distinction. The paper reflects on the tension between cultural and socio-economic dimensions of regional identity in consumption. It also argues that there are probably no apolitical forms of consumer mobilization around regional identity in today’s Russia.