Stolichnaya chases 100% growth by 2014

SPI Group, owner of Stolichnaya, has launched a major global campaign as part of its bid to achieve 100% growth for the vodka brand by 2014.

Breaking away from the authenticity tag pursued by many brands, Stolichnaya is aiming to position itself as the “vodka for the new urban frontier.” Brand activities are focused on capturing the stylish, intriguing image of modern Russia, with the US market as its core target audience.

Andrey Skurikhin, minority shareholder of SPI Group, revealed: “We have ambitious plans to grow Stolichnaya by 100% in the next four to five years and our dynamic plans reflect that with new partners, new routes to market and significant investment from the Group.”

New advertising aims to evoke a sense of mystery and edgy luxury for Stolichnaya, using taglines such as “No One Is Innocent” and “Admit To Nothing”. These will feature across key cities worldwide, including New York, Tel Aviv, London and Athens.

Meanwhile the Stolichnaya packaging has been given a revamp, with new embossing and a taller bottle designed to enhance its on-shelf appeal. This is supported in the on-trade by high profile brand building events and a sampling campaign centred on exotic locations such as Tokyo, Beirut and Panama.

In the off-trade, additional gift packaging has been developed to increase the brand’s ability to stand out from the crowd.

All consumers will be guided towards Stolichnaya’s new look website, www.stoli.com , with further digital activities being carried out through various avenues, including the Stoli facebook page.

Summing up the brand’s appeal in a crowded market, Skurikhin said: “Today, Stolichnaya is intriguing, glamorous, opulent, desirable and even a little dangerous – a potent mix for our target consumers.”

Gabriel Savage, 26.08.09