Stoli Group has released details of a UK activation to coincide with the launch of its Stoli Halapeño Pepper extension in the market.
The push will centre around the on-premise channel leading up to Pride celebrations in the city of Brighton between 1-2 August. The Stoli vodka brand owner has invested in “dedicated wholesale activation, national retail support and a city-wide hospitality programme”.
Financial spend on the push was not disclosed, although Stoli Group described it as “a significant investment in the UK drinks trade”.
The Luxembourg-headquartered brand owner is distributing an “activation package” in the on-premise this month, including branded t-shirts, coasters and shot glasses. To mark the UK launch of flavoured vodka Stoli Halapeño (below) – which debuted in the US in December – bars in Brighton will be mixing Bloody Mary-inspired cocktail ‘Spicy Mary Shooter’ and fruity serve ‘Spicy Passion’.
Stoli Ginger Beer will also benefit from marketing assets at Brighton Pride festival bars, featuring as the mixer in the ‘Stoli Mule’ serve. Stoli Group described its strategy as “consistent visibility for the Stoli brand across every major licensed outlet within the festival”. The group will host its own pop-up bar in the city, as well as an “immersive festival environment” and bar in the festival’s VIP area.
Alongside on-premise activations, a limited-edition ‘Cheers to Pride’ bottle (top), will also be available across the UK in July and August in retail multiples Morrisons, Sainsbury’s, Tesco and Waitrose, accompanied by “dedicated e-commerce activity”.
Selene Cakmak Rathee, marketing director at Amber Beverage UK, which handles the brand’s distribution, said: “Brighton Pride provides the perfect stage to showcase everything Stoli stands for. This campaign is about much more than introducing Stoli Halapeño; it’s about investing in our customers, supporting our hospitality partners and celebrating a community that has been part of the Stoli story for decades.“
In January, McIlhenny Co, the owner of Tabasco sauce, filed a lawsuit in Texas against Stoli Group and subsidiary Louisiana Spirits over the Halapeño Pepper extension, claiming it had not authorised Stoli Group to use Tabasco’s ‘trade dress’.
