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Posted 3rd August 2018

New Stoli Campaign Reinforced at Riga Conference

Representatives from 63 countries were present at the 2018 Stoli Group Conference held in Riga, Latvia at the end of July. Sales figures, marketing plans, and brand objectives were all part of the conference agenda.

Tags: stolichnaya

At this year’s annual conference, Stoli Group reinforced the new Stoli Campaign, Whatever Drives You, and its successful launch in the US market.

In regards to the campaign, Hugues Pietrini, Stoli Group CEO mentioned in a Shanken News interview, "The platform goes beyond the Stoli brand and is really a manifesto for the entire Stoli Group. We want to talk about the emotional values of the brand, developed over its 80-year history, not just its intrinsic values...we want to celebrate diversity, the fact that success is what you make it, and that it’s whatever drives you that’s important."

As well as the campaign global sales were reviewed and although the vodka category is currently under threat from various factors worldwide, Stoli’s 2017 depletions grew. Stolichnaya vodka was up 0.8% in the U.S. to 1.7 million cases last year. This year, the company is projecting a 3% increase for the brand.

In addition to reviewing past sales and future marketing strategies, Stoli Group shared information on new brands under development including; Bayou Rum, Cenote Tequila, Kentucky Owl Bourbon, Sebuscha Mezcal and Tulchan Gin.

Ethan Perk, Vice President- Sales & Marketing for Stansfeld Scott represented the Caribbean region at the Conference. “Stoli continues to grow throughout the Caribbean and we are looking forward to a great 2nd half of 2018!”