Stoli focuses on super-premium spirits with launches in Cannes

Stoli Group has revealed details of a variety of new releases and plans for travel retail for the coming months, targeting the trending super-premium spirits category.

This super-premium drive is being spearheaded by CEO Rudy Costello and Matthias Knoll, Stoli Group’s SVP Global Commercial, who recently joined from The Patron Spirits Company.

Both Costello and Knoll will be present in Cannes at the Stoli Group stand (Beach Village, Beach 6).

Stoli has announced the first ever brand refresh for Elit Vodka, with a new identity, new bottle, new global campaign and a renewed focus on the travel retail market.

Stoli Group has also announced new limited releases of its fast-growing American whiskey brand, Kentucky Owl Bourbon, into travel retail outside of the U.S. The releases are for the Confiscated, Rye 3 and Bourbon 9 expressions.

In Cannes, the company will also launch a new craft-aged rum expression from Bayou: Single Barrel #2, as well as new releases from Stoli’s tequila brand, Cenote.

After launching Cenote at last year’s World Exhibition, Stoli is releasing two new Cenote products into travel retail: a clarified, aged Cenote tequila expression named Cristalino and the Cenote Green Orange Liqueur.

A second Stoli tequila brand, KAH, is also having a brand refresh for travel retail with a new bottle and packaging.

Stoli will be releasing the vodka Stoli Lime – which has achieved a 96 points rating from the Beverage Tasting Institute – into travel retail outside of the U.S. for the first time in January 2020.

Jean-Philippe Aucher, Stoli Group Global DF/TR Director says: “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.

“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.”