Tuesday 10 October 2017

Stoli® sets a new Gold Standard in Cannes

New look Stoli® Gold disrupts the super-premium vodka category

The original trail blazer of the super-premium vodka category, Stoli® Gold is being relaunched to global markets at TFWA World Exhibition this October (Beach Village 2) With its new disruptive, packaging design and new recipe, Stoli® Gold harnesses some of the world’s rarest elements to produce a sublimely rich vodka experience.


Stoli Gold is already performing strongly in the Middle East and travel retail channel; the new look is intended to create greater brand awareness among super-premium vodka drinkers and reposition Stoli® Gold as a status-led luxury brand in existing markets, whilst introducing the brand to new regions.

Originally conceived as Stolichnaya Cristall in 1989 to establish the new dimension of super-premium vodka, the new look Stoli® Gold aims to become a breakthrough spirit in its category with a complete redesign of the bottle and label.

The new features include:
       Taller and more elegant bespoke bottle shape with added neck and bottom glass embossing
       Metallic front label printed on both sides to reflect as a back label visible through the liquid (no back label)
       Textured label finishes
       Cork cap and tamper evidence with metallic neck label
       Thick metal seal on the neck at the back side of the bottle

The production process has also been upgraded: The raw liquid is now produced from 100% Gubernator Dona winter wheat grown on a single estate. Sole ownership of the farmland enables total control of the quality and process of the Stoli® Gold main ingredient, wheat. It is a marriage of modern technology and long standing tradition to produce a classic vodka without rivals.

This ‘Single Estate Alpha Grade’ spirit easily attains the Alpha Grade state standard, harnessing some of the world’s rarest elements to produce a sublimely rich vodka experience. While winter wheat is predominantly a dryland crop, the wheat destined for use in Stoli® Gold is carefully irrigated from an ecologically pure aquifer lying at a depth of 185m to ensure optimum soil moisture conditions and a high quality crop.

The mineral composition of the water used also has a significant effect on the character of the final liquid.

The water used to create Stoli® Gold is exceptional because it has filtered through shungite, rare meteoric rock – one of the rarest carbons and most remarkable minerals on earth, found only in a remote part of northwest Russia.
The blend is then filtered in the traditional Stoli® way before a final filtration through coils of gold thread. This subtly amplifies the depth, enhances the softness and harmonizes the emerging liquid. It all ensures that exceptional character is retained, making Stoli® Gold the richest of vodka experiences. No other vodka takes such precious elements on its journey and no other vodka leaves such an indelible impression.

Price positioned between Stoli® Premium and elit®,  Stoli® Gold is targeted at a sophisticated, leading-edge group of 21–39 year old professionals, with a core target of 28. They live in metropolitan areas and frequent bars, clubs, lounges and cocktail parties. They are intelligent and discerning, but also revel in thrill, intrigue and passion. Stimulated by originality and non-contrived experiences, they consume the product in social settings that boast glamour and energy.

Says Stoli CEO Hugues Pietrini: “This audience is also a key target within travel retail, including the much publicised millennial consumer who is keen not only to travel but to use the airport experience to discover new, unique and super premium brands. Travel retail is already an important channel for Stoli® Gold (UK airports and Dubai DF being among the best sellers) and we are confident that the new bottle will see exceptional sell-through. As a means to introduce Stoli® Gold to new markets, travel retail provides the perfect platform from which to do so….airports have the most diverse customer base in terms of nationality and age range; it’s the most ideal showcase for us.”

The first airports to launch Stoli Gold will be London Heathrow T3 and Dubai DF in November.

Tasting notes
Nose:
Elegant, fresh and focused, initial hint of vanilla leads to aniseed, which opens up with subtle spice, followed by freshly baked bread notes and light, fresh citrus. Aromas maintain intensity and composure, led by rounded aniseed with hints of spice and fresh citrus.
Palate:
Elegant, delicate mouthfeel. Opens up with a combination of light creaminess and sweetness, then aniseed appears with a hint of spice, creaminess and sweetness grow, with fresh bread and deeper grain notes emerging; underlying dryness appears adding a counter-point, while aniseed continues to lead, accompanied by some juicy, fresh citrus and a lightly luscious texture.
Finish:
Light dryness opens up, then subtle sweetness joins in, followed by creamy aniseed which adds range and freshness, with a hint of spice extending the dryness.

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