Stoli to boost Pride and morale with latest investment

A campaign supporting the launch of SPI Group’s Stoli brand will roll out in Brighton’s pubs and bars next month to coincide with the city’s Pride celebrations. Jessica Mason finds out more.

The Stoli vodka brand, which formally changed its name from Stolichnaya in 2022 to distance itself from Vladimir Putin’s regime, has been a long-standing champion of the LGBTQ+ community. This summer, its owners are set to make the brand’s “biggest statement yet in the UK on-trade” with the launch of a nationwide Pride campaign centred around Brighton Pride 2026.

Describing the importance of the activity and flagging the brand’s continued mantra for equality and standing up for identity and beliefs, Amber Beverage, the sister company to Stoli Group and owned by SPI, outlined its position.

Authentic allies

Speaking to the drinks business, Amber Beverage UK brand manager Adam Wyartt explained that: “equality and inclusion are not new considerations for Stoli. They have long been part of the brand’s values, and we are committed to placing them firmly at the heart of our activity once again”.

Long before Pride partnerships became commonplace, the brand established itself as one of the drinks industry’s most authentic allies through global Pride collaborations, charitable initiatives including the Harvey Milk Foundation, limited-edition packaging and campaigns celebrating authenticity, equality and self-expression.

Wyartt insisted that “at a time when some larger brands have arguably stepped back from supporting communities such as the LGBTQ+ community, we believe it is more important than ever for that support to be visible, meaningful and genuinely felt”.

Adversity, challenge and identity

The group, which is no stranger to being held back itself, has recently enlisted independent professionals to run its US entities following a settlement with Fifth Third Bank. Its hope is that it will keep the door open for restructuring rather than asset sales in the future. But this has not been the business’s first setback, and it is akin to facing adversity. The brand owner has, after all, long been entangled in disputes over ownership and national identity since its vodka, which is distilled in Latvia, continues to tackle the product’s perceived Russian connections.

Support for all

As such, the firm’s “significant investment in the UK drinks trade” focusing on the introduction of the new flavoured vodka Stoli Halapeño and its latest addition Stoli Ginger Beer is anticipated to amplify some much-needed goodwill, unity and support across the nation’s wholesale, retail and hospitality sectors.

Running throughout July before culminating at Brighton Pride from 1-3 August, the activation will shine a light on the UK launch of Stoli Halapeño which has been created to meet growing demand for spicy, contemporary cocktail flavours.

Wyartt revealed that the majority of the marketing activity would take place “across Brighton at R-Bar, Revenge, The Cleveland Arms and The Chimney House”. Plus, the centrepiece of the campaign will take place during Brighton’s St James’s Street Party, where Stoli will host a dedicated branded bar serving a menu of signature cocktails throughout Pride weekend.

Additionally, Wyartt told db that “activations are also taking place at venues elsewhere in the UK, including The Black Cap in Camden and Lost & Found in Balham, with more venues expected to sign up over the next week”.

Championing individuality

To support the launch, PoS will include branded T-shirts, coasters and shooter glasses, helping venues create theatre behind the bar while driving visibility and trial throughout Pride season and beyond. Additionally, at the heart of the campaign is the Spicy Mary Shooter, a premium 50ml Bloody Mary-inspired serve created specifically around Stoli Halapeño.

The drink, which has been designed as a fast, high-margin festival serve, will offer operators something to add to their menus. Alongside this, bartenders will also showcase the Spicy Passion, a summer cocktail made by combining Stoli Halapeño with passion fruit and pineapple.

Supporting the product launch is the introduction of Stoli Ginger Beer, which will feature across all principal Brighton Pride festival bars throughout the weekend, becoming the official mixer behind the Stoli Mule and ensuring consistent visibility for the brand across major licensed outlets within the festival.

Visibility

Rather than there being a cookie-cutter approach to the campaign, Wyartt explained that the plan is for the company to make sure that “the nature of each activation varies from venue to venue”.

He insisted: “We are tailoring Stoli’s presence to suit the individual character, audience and clientele of each location” and said: “The Cleveland Arms, for example, will welcome its pre-Parade crowd with Stoli Halapeño Spicy Mary shooters, served in branded, reusable 50ml polycarbonate shot glasses”. Plus, he added that anyone who is due to be stopping by will see that “members of staff will also wear ‘Mary Me!’ T-shirts”.

Another example of how the approach will be tailormade to suit each venue will be seen by the fact that “R-Bar is taking a different approach with a ‘Take Your Pick’ choice between Stoli Halapeño and Stoli Salted Caramel shots, creating an angel-versus-demon theme,” said Wyartt an revealed that “staff T-shirts will also feature, while the venue will deliver the wider in-bar communications and visibility in its own distinctive style”.

Away from the festival site, Stoli’s investment is also planned to continue across wholesale through a dedicated ‘Stoli By The Sea’ activation at Booker Brighton. The installation will feature a bespoke floor-standing display unit with branded deckchairs and parasols.

Encouraging memorable moments

The campaign will then extend into the off-trade through a nationwide rollout of Stoli’s limited-edition ‘Cheers to Pride’ bottle which will be available throughout the summer across retailers such as: Tesco, Sainsbury’s, Waitrose and Morrisons.

Wyartt added: “Our mission is to create drinks of exceptional quality and encourage memorable moments between friends, both for our trade partners and consumers. We are unequivocally committed to doing so in a way that is welcoming and inclusive of people of every identity and background.”

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