Starting January 2016, Premier Wines & Spirits and Panna Cocktail will focus on elit in the on-trade, implement the bespoke martini cocktail programmes that have been successful for the brand elsewhere.
For Stoli, the ‘Stoli mule’ drink programme will be built including Stoli’s own ginger beer and the support of Stolichnaya’s flavours. In the off-trade, the ‘Stoli Ibiza Experience’ will be activated in 2016.
It says moving to Premier Wines & Spirits and to Panna Cocktail, will bring to Stoli and elit a new approach to Central Europe, with an integrated mix of on and off-trade programmes which, it is hoped, will take the vodka brand to the next level.
United Brands, the brand’s previous distributor in both markets, focused on the off-trade.
Headquartered in Luxembourg, the Stoli Group was established in 2013 as the division that is responsible for the production, management and distribution of SPI Group's global spirit portfolio - Stolichnaya vodka range, elit by Stolichnaya and Moskovskaya. The group is led by a multi-national management team with offices in Europe, US and China. It has operational business units across three continents and distribution in 167 countries.