Stoli reveals new releases and travel retail strategy ahead of TFWA Cannes

By Andrew Pentol |

Stoli-Elit

Stoli will unveil the first brand re-fresh for Elit Vodka in Cannes.

Stoli Group has revealed details of various new releases and its travel retail plans for the coming months at it prepares for the 2019 TFWA World Exhibition and Conference in Cannes (Beach Village, Beach 6).

The multi-brand spirits owner has already begun its journey into the trending super-premium spirits category, targeting sophisticated global consumers seeking quality, diversity and authenticity in their spirits purchases.

This drive is being spearheaded by CEO Rudy Costello and Matthias Knoll, Stoli Group’s Senior Vice President, Global Commercial, who was recently recruited from The Patrón Spirits Spirits Company and brings strong travel retail experience. Both will be present in Cannes.

BRAND DEVELOPMENTS

In terms of brand news, Stoli is unveiling the first brand re-fresh for Elit Vodka. The aim is to position the brand at the heart of modern luxury spirits with a new identity, bottle, global campaign and renewed focus on travel retail.

Stoli Group will also announce new non-US travel retail limited releases of its American whiskey brand, Kentucky Owl Bourbon (right). The releases are for the Confiscated, Rye 3 and Bourbon 9 expressions.

Cenote-Cristalino-tequila-large

The Cristalino clarified aged Cenote tequila expression.

A new craft-aged rum expression from Bayou (Single Barrel #2) will also be launched in Cannes, alongside new releases from Stoli’s Cenote tequila brand. The Cristalino clarified aged Cenote tequila expression and Cenote Green Orange liquer will both be launched into travel retail.

A second Stoli tequila brand, KAH, is also undertaking a brand refresh for travel retail which includes a new bottle and packaging. In further news, the company will release vodka StoKentucky-Owlli Lime into travel retail outside the US for the first time in January 2020.

Jean-Philippe Aucher, Stoli Group Global Duty Free and Travel Retail, Director said:  “As a business, we’ve really done our homework on the products which will succeed in travel retail and duty free.

“It’s so exciting to be able to present so many new lines in Cannes from some of our great brands including Elit, Kentucky Owl Bourbon, Bayou, Cenote and KAH. We look forward to revealing more details about these releases in the lead up to the show.”

He added: “I’m particularly looking forward to seeing the reaction at this great TFWA show to our brand refresh for Elit, which I believe will really cement our place in the top echelon of spirits in vodka’s growing super-premium category.”

Speaking separately to TRBusiness, Aucher expresses his excitement ahead of the upcoming TFWA Conference and Exhibition. “The excitement is always there when you have something new to show and we have quite a lot to unveil this year, so I am really excited.”

Assessing the current state of the GTR industry he is expecting a positive mood among delegates. “I have been attending Cannes for more than 20 years and have heard many times there are less people than the previous year. This is never the case and I believe our industry has always rebounded from the many challenges it has faced in the past.”

 

 

 

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