Stoli Group’s rebranding project has taken a consumer-facing step, with the bottle for its namesake vodka brand getting a refresh.
The update, part of Stoli’s ‘Spirit of Change’ relaunch, has been unveiled this week and brings to an end the presence of cues relating to Russia on the vodka’s packaging. Previously known as Stolichnaya, the brand, which is produced in Latvia for Luxembourg-based Stoli Group, has been proactively distancing itself from its original source country in recent years.
The roll-out will run over the coming months and applies to Stoli’s worldwide footprint, which stretches to around 100 markets.
“The new bottle design proudly displays the iconic city skyline on the front label, paying homage to the cities that have inspired the brand throughout its history,” said Stoli Group. “What’s more, each bottle features coordinates representing ten of the world’s most forward-thinking metropolises.”
CEO Chris Caldwell added: “We are thrilled to begin this new chapter on our journey to becoming the vodka choice for today’s discerning drinkers.”
Caldwell was promoted internally to become CEO earlier this year following the departure of Damian McKinney in July after almost three years in post.
Stoli Group, which is owned by Russian-born businessman Yuri Shefler, was formerly called SPI Group.
