Stolichnaya vodka is being stretched into the premium spirits market through the launch of a new stablemate.
Stolichnaya Elit will initially target style bars when it is unveiled next month.
First Drinks, which is supplying it in the UK, hopes it will achieve cult status among vodka connoisseurs.
It added that an off-trade roll out could follow if the extension proves a success.
Fiona Lovett, Stolichnaya’s marketing manager at First Drinks, said: “The introduction of Elit reinforces Stolichnaya’s position as the premier global vodka brand and category innovator. Elit embodies all of the Russian heritage and purity of other products in the Stoli range and will act as a flagship for the brand.”
Stolichnaya Elit will initially target style bars when it is unveiled next month.
First Drinks, which is supplying it in the UK, hopes it will achieve cult status among vodka connoisseurs.
It added that an off-trade roll out could follow if the extension proves a success.
Fiona Lovett, Stolichnaya’s marketing manager at First Drinks, said: “The introduction of Elit reinforces Stolichnaya’s position as the premier global vodka brand and category innovator. Elit embodies all of the Russian heritage and purity of other products in the Stoli range and will act as a flagship for the brand.”
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