Stoli Group is set to relaunch its super-premium Stoli Gold bottle with a new look and updated spirit.
Dubai International Airport and London Heathrow Terminal 3 will be the first travel retail locations to feature Stoli Gold, in November.
The revamped bottle, unveiled at last week’s TFWA World Exhibition, aims to create greater brand awareness among super-premium vodka drinkers and reposition Stoli Gold as a status-led luxury brand in existing markets, while introducing the brand to new regions.
New features include: a taller bottle shape with added neck and bottom glass embossing, metallic front label printed on both sides to reflect as a back label visible through the liquid and a cork cap and tamper evidence with metallic neck label.
The production process has also been upgraded: the raw liquid is now produced from 100% Gubernator Dona winter wheat grown on a single estate. While winter wheat is predominantly a dryland crop, the wheat used in Stoli Gold is carefully irrigated from an ecologically pure aquifer lying at a depth of 185 metres to ensure optimum soil moisture conditions and a high quality crop.
The mineral composition of the water used is said to have a significant effect on the character of the final liquid.
Stoli Gold is positioned between Stoli Premium and elit and is aimed at consumers aged between 21 and 39, with a core target of 28.
Stoli CEO Hugues Pietrini said: “This audience is also a key target within travel retail, including the much publicised Millennial consumer who is keen not only to travel but to use the airport experience to discover new, unique and super premium brands. Travel retail is already an important channel for Stoli Gold, UK airports and Dubai Duty Free, being among the best-sellers, and we are confident that the new bottle will see exceptional sell-through.
“As a means to introduce Stoli Gold to new markets, travel retail provides the perfect platform from which to do so. Airports have the most diverse customer base in terms of nationality and age range; it’s the most ideal showcase for us.”
