stoli group usa plans to refocus branding, streamline flavor range in 2014
Source: Shaken News Daily
As SPI’s Stolichnaya prepares to officially part ways with U.S. marketer William Grant & Sons on January 1, the brand is gearing up to make major changes stateside. Led by former Bacardi USA president John Esposito, Stolichnaya’s newly-established Stoli Group USA unit is aiming to reinvigorate the storied vodka franchise in the U.S. Earlier this week, Esposito told Shanken News Daily that the company is preparing to revamp Stoli’s marketing strategy, as well as revise the brand’s flavor approach in the coming year.
“We’re going to refocus on our position as a classic,” said Esposito, adding that Stolichnaya’s core offering and quality credentials will move to the forefront of the brand’s messaging. Lori Tieszen, who was appointed senior vice president of marketing for Stoli Group USA in April, is spearheading the brand’s new marketing push. Likewise, following the success of Stoli’s limited edition Elit by Stolichnaya range—which recently launched its New Zealand Edition ($3,000) in the U.S.—the brand plans to continue moving upmarket with new high-end entries currently in the pipeline.
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