Stoli announces first range redesign since launch

Stolichnaya is redesigning the primary packaging of its Premium vodka for the first time since its launch in 1938.

The new look is intended to reinforce the brand’s heritage and its iconic status while acknowledging the need for premium and contemporary cues in an increasingly crowded marketplace.

Among other new features, the craft-feel, textured labeling will highlight Stolichnaya’s use of the highest quality level of spirit – certified alpha grade.

The bottle itself is taller with embossing on the neck to improve handling for bar-tenders.

The new design will be applied across the range, including Stolichnaya Flavoured Premium vodka, Stolichnaya 100 Proof and Stolichnaya Gold.

“The Stolichnaya bottle has been iconic for several generations,” said Rob Cullins, chief executive of the Stoli Group.

“Now it’s the time for Stoli – as it is affectionately known - to make a new bold statement in claiming its position as the Vodka.”

Stolichnaya was the first premium vodka to export to the US and the first to launch flavoured vodkas in the 1960s.

Lars Vestbirk, marketing director for Stolichnaya, said: “Stoli has a long and proud history of vodka distilling. It has always been about the liquid: maintaining the original bold character and perfecting the unsurpassed Alpha quality.

“Our vision with the new Stoli packaging is to reflect what’s inside the bottle and the brands substance and heritage.

“We deliberately seek to contrast with today’s superficial vodka category. I will be proud to see this in the hands of bartenders around the world.” 

The new design will begin rolling out towards the end of 2015.