Stoli Group has provided further details on last week’s news that it is poised to recommence operations in the US.
Late on Friday (6 November), the company, which in January filed for Chapter 11 bankruptcy for its US operations, along with the Kentucky Owl American whiskey business, posted on LinkedIn that it was “returning to the US market with our full portfolio of brands”. In a follow-up statement released today, Stoli Group said it had reached a “comprehensive settlement” with Stoli Group USA’s creditors, “resolving previous distribution rights and clearing the way for the company to resume supplying products to the US market”.
Stoli Group intends to take a multi-brand approach to its return to the US, expanding beyond the namesake and high-end Elit vodka brands with Moskovskaya vodka, Rooster Rojo and Kah tequilas and The Irishman and Writers’ Tears Irish whiskeys. Bayou Rum, which is produced in Louisiana, will also be a focus, featuring an updated liquid, packaging and pricing strategy.
The company also said it is exploring the possibility of US production for its flavoured Stoli extensions and for the non-alcoholic mixer Stoli Ginger Beer.
The Luxembourg-based group, owned by Russian businessman Yuri Shefler, will resume commercial operations swiftly through its importer of record, MHW. Inventory is already held in bonded domestic warehouses, it noted. Stoli will also use regional wholesalers, including New York’s Empire Merchants and Minnesota-based Johnson Brothers, and is in discussions with additional distributors, with agreement announcements expected imminently.
“The US has always been an important market for Stoli, and we’re eager to share that Stoli is back and better than ever,” said CCO Marina Troyanovskaya. “Our products are already here, we have longstanding partners who know our brands, and we’re focused on reconnecting with consumers across the country.”
Elsewhere in the vodka category, Sazerac Co seized the headlines in August when it spent an undisclosed sum on the Au brand. The transaction had the UK as its focus, but Au has been active in the global travel retail channel in recent months.
