Stoli gives Gold new recipe and design

SPI Group is set to relaunch super-premium vodka Stoli Gold with a new recipe and packaging design in order to attract a younger audience.

Originally named Stolichnaya Cristall in 1989, the newly-designed Stoli Gold is intended to create greater brand awareness as a “luxury” offering. The recipe has been updated with raw liquid produced from 100% Gubernator Dona winter wheat grown on a single estate. The wheat is carefully irrigated from a pure aquifer lying at a depth of 185m to ensure optimum soil moisture conditions. The water used to create Stoli Gold has filtered through shungite, rare meteoric rock, found only in a remote part of northwest Russia. The spirit is then filtered in the “traditional Stoli way” before a final filtration through coils of gold thread. The new features include a taller bottle shape, with added neck and bottom glass embossing, metallic front label, cork cap and a thick metal seal on the neck. According to the company, Stoli Gold is “performing strongly” in the Middle Easte and travel retail channel. “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,” said Hughes Pietrini, Stoli CEO. “ Travel retail is already an important channel for Stoli® Gold (UK airports and Dubai DF 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.” Stoli Gold will initially be available in London Heathrow T3 and Dubai DF in November.