The original trail blazer of the super-premium vodka category, Stoli Gold is being relaunched to global markets with a new disruptive, packaging design and recipe. Stoli Gold harnesses some of the world’s rarest elements to produce a sublimely rich vodka experience.

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 harmonises 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.