New Stoli launches in the pipeline

09 July, 2010

Stolichnaya vodka is to introduce two new products to the UK market next month.

The details are still being kept under wraps, but the launches will follow hot on the heels of the introduction of White Pomegranik vodka in the US earlier this year.

The brand will be backed by outdoor and press advertising nationally, with an initial upweighting in London.

Cocktail guru Salvatore Calabrese has been signed up for a one-year project that will involve him creating a number of signature cocktails and undertaking masterclasses both in the UK and overseas.

Andrey Skurikhin, a partner at brand owner SPI, said: “The UK is a crucial market for us and it is only fitting that we place a huge emphasis on it this year to meet our global objectives.

“Here we will execute exciting new initiatives that will propel Stolichnaya back into the British consciousness.”?Stolichnaya was forced to shift its UK distribution last year after previous agent Pernod Ricard bought Absolut.

The UK rights were picked up by Edrington and the brand is now distributed through Maxxium UK, in which Edrington is a shareholder.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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