The new-look Stolichnaya bottle will roll out globally in the coming weeks

The new-look Stolichnaya bottle will roll out globally in the coming weeks

SPI Group has unveiled a new bottle design for Stolichnaya, the first update since the vodka brand's creation around 80 years ago.

In an effort to “contemporise the brand for the Millennial audience”, Stolichnaya now has a taller bottle shape featuring an embossed 'Stoli' logo on the neck, promising improved pouring and control for bartenders. The company said the new look, which will roll out globally, delivered improved stand-out for customers at point of purchase, with flavours now colour-coded on the neck to aid on-shelf identification.

The new pack, revealed at the 2015 TFWA World Exhibition & Conference in Cannes, also highlights Stoli’s “Certified Alpha Grade” spirit, the highest quality level available.

For a round-up of just-drinks' coverage of the TFWA World Exhibition & Conference, click here

“Any well-known brand of status and longevity should regularly update packaging to stay relevant to modern design trends and consumer tastes,” said Lori Tieszen, chief marketing officer at SPI's Stoli Group USA division. “In redesigning our packaging, we sought input from some of the world’s top bartenders to ensure that the bottle was not only aesthetically pleasing, but included practical enhancements for our partners within the trade.”

Earlier this month, Stoli Group USA signed a “multi-year agreement” with Louisiana Spirits to be national distributor of its Bayou Rum portfolio in the US.

Expert analysis

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