Trbusiness. The travel retail Trbusiness. The magazine for global retail and duty free professionals.Stoli elit picks up BTI’s Superlative Platinum Medal for record tenth time
By Luke Barras-hill |
Stoli Group’s elit has been named ‘Best Vodka of the Year in 2021’ by the Beverage Testing Institute (BTI).
The win, achieved with a score of 97/100, puts the vodka on a unique footing as a ten-time winner of the coveted Superlative Platinum Medal.
J-P Aucher, Global Travel Retail Director, Stoli Group said: “This is amazing news for elit and underpins the progress we are seeing for the brand in global travel retail. Elit was performing very well for us before Covid-19 hit, and since travel has started to open up again we are seeing a very strong upward curve in sales.
RIGOROUS EVALUATION
“Results are particularly strong in the Middle East, The Gulf, India and the US but we see potential and opportunity for elit in many markets – and being voted the world’s best vodka can only benefit us in our discussions with retailers and buyers.
“What’s more, we have plenty of innovation around the brand with a new elit Rye Limited Edition being launched at Dubai Duty Free in November with more to come in 2022, especially since our launch in Russia – the home of vodka.”
BTI has not recognised elit vodka on a mere six occasions since 2006.
The BTI testing process is extremely competitive and stringent, with a revered panel of industry experts drawing on their extensive professional experience, expertise and palettes to test the aroma, flavour, and structure of the vodkas.
Their evaluation is compliant with BTI’s proprietary blind tasting methodology co-developed with Cornell University, and custom-built software.
The ultra-premium elit vodka is crafted with a blend of spring and winter wheat grown exclusively in the renowned fertile black soil of the brand’s single estate Kerschinskoye in Russia.
The distilled spirit then travels to the Latvijas Balzams in Riga, Latvia, where it is blended with artesian well water.
Following a quadruple filtration process, the spirit is frozen at -18°C.
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