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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