Stoli unveils first redesign in 80 years

Stolichnaya vodka has unveiled its first packaging redesign in more than 80 years, introducing a new bottle designed to deliberately contrast today’s “superficial vodka category”.

The new design is aimed at capturing the attention of millennial consumers, and will be launched today at the 2015 TFWA World Exhibition and Conference in Cannes.

Changes include a taller, “more elegant” bottle shape with an embossed brand “Stoli” logo on the neck, “anti-slip” embossing on the neck and base, a new “craft label texture” and emboldened Stolichnaya logo. The brand’s flavoured products are also now colour-coded on the neck for easier identification.

“Stoli has a long and proud history of vodka distilling”, said Lars Vestbirk, marketing director for Stolichnaya. “It has always been about the liquid: maintaining the original bold character and perfecting the unsurpassed Alpha quality. Our vision with the new Stoli packaging is to reflect what’s inside the bottle and the brands substance and heritage. We deliberately seek to contrast today’s superficial vodka category. I will be proud to see this in the hands of bartenders around the world.”

Described as an “evolution” of its original bottle, launched more than 80 years ago, the new bottle design will be rolled out in the US beginning in November 2015 with full distribution by early 2016.