US: SPI plans new campaign for Stolichnaya
Stolichnaya vodka is to begin a new advertising push in the US, according to Andrey Skurikhin, a minority shareholder in owner SPI Group.
Skurikhin, who owns a stake in SPI alongside owner Yuri Sheffler, told just-drinks in an interview published today (26 August) that Stolichnaya needs to "rejuvenate" its appeal in order to grow.
"Stolichnaya is a brand everybody has in the back of their minds. What we need to do is revitalise Stolichnaya's image to make it more relevant for modern consumers," the New York-based Russian said. He declined to elaborate on what the theme of the new campaign would be.
Skurikhin previously told just-drinks that Stolichnaya was not for sale, despite press speculation to the contrary, and that SPI Group was seeking new distribution agreements in several markets.
Skurikhin said Stolichnaya had around a 5% share of the US vodka market, its most important market, and was recording high single-digit growth rates in the country.
On SPI's dispute with the Russian government, Skurikhin said SPI continues to seek a "fair and just solution for both sides". He did not rule out the possibility of some kind of joint-venture deal with the authorities, in order to put an end to the saga.
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