SPI Group is looking to expand Stoli Golds consumer base

SPI Group is looking to expand Stoli Gold's consumer base

SPI Group has overhauled the packaging for Stoli Gold, as it targets younger high-spend consumers in top-end clubs and lounges.

The redesign, unveiled today, features a new metallic label with content on both the front and back that can be viewed through the clear spirit. The bottle shape is also taller, with embossing on the bottom and the neck.

Hugues Pietrini, CEO of SPI's spirits division, Stoli Group, said the design will appeal to a new type of consumer.

"This expression has long been popular among a core group of ultra-premium consumers, but we expect, with this disruptive redesign and single-source recipe, to expand that audience to those in their late-20s and 30s who value intrigue and energetic social scenes," Pietrini said.

The product is now available in the US and global markets, along with selected duty-free retailers, SPI said.

The group has expanded beyond its traditional vodka portfolio in recent years. This month, the company unveiled plans for a brand home and theme park for Kentucky Owl, a Bourbon brand it acquired in January.

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Expert analysis

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