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Stoli to launch gluten-free vodka
Stolichnaya is targeting health conscious drinkers with the launch of a new gluten-free vodka.
Stoli Gluten-Free will be available in the US from April
Stoli Gluten Free is made with 88% corn and 12% buckwheat, both naturally gluten-free, and will be available in the US from April 2016. Harvested from Russia’s Tambov region, corn and buckwheat is distilled three times at Stoli’s Talvis distillery then filtered four times through quartz sand and birchwood charcoal. It is then blended with spring water from the Latvijas Balzams’ artesian well in Riga, Latvia.
“We experimented with a variety of gluten-free ingredients before finalizing on a unique mash of corn and buckwheat”, said Michael Oringer, senior vice president of innovation and trade marketing of Stoli Group USA. “The result is delicious, old-world style tasting vodka that meets the needs of our consumers who live a gluten-free lifestyle.”
The roll out of Stoli Gluten Free will be supported by an “aggressive” marketing campaign that will start in May 2016 and will include sampling, traditional and digital advertising, social media and public relations support.
“As with all of our innovations, we conduct consumer research and discuss with our trade partners to identify unmet consumer needs in the marketplace”, said Patrick Piana, president and CEO of Stoli Group USA. “Stoli Gluten Free will resonate with younger legal drinking age consumers who have an active lifestyle and greater focus on the products they consume.”
Stoli Gluten Free will be available in 50 ml, 750 ml and 1L packages with a suggested retail price of $19.99 per 750ml bottle.
Stolichnaya is owned by Luxembourg-based SPI Group, which is owned by Russian billionaire Yuri Shefler.
Vodka is gluten free anyway. Gluten is non volatile – the distillation process removes it completely. Who came up with this?!?
Is not all Vodka Gluten free unless it has addition. The process of distillation to high levels of alcohol removes gluten?
This is nothing more than a marketing ploy, trying to scare people off other brands for no valid reason.
They are tapping into the same marketing B.S. that Tito’s vodka have been feeding USA consumers about gluten free vodka.
For as long as consumers have the perception that gluten exists in distilled products there will always be a nocebo effect… These brands are just taking advantage of it.