Stolichnaya vodka has redesigned its bottle and packaging for what it says is the first time in its 80-year history.
It says the new design was worked up in consultation with “some of the world’s top bartenders” to ensure it had “practical enhancements”.
Stolichnaya vodka was first produced in the Soviet Union in the 1940s and the brand is currently operated by the SPI Group through its Stoli sub-group.
Stoli says the design “features new elements that contemporise the brand for the millennial audience, while remaining true to Stoli’s longstanding heritage as an iconic vodka pioneer”.
The brand is introducing new structural and graphic designs across its range of variants.
The new bottle design has a “taller and more elegant” shape, says Stoli. It also features an embossed “Stoli” logo on the neck.
The brand says: “The new design improves both pouring and control for bartenders with the use of anti-slip embossing on the neck and base.”
A redesigned label is being introduced, while flavoured products will now be colour-coded on the neck.
Lori Tieszen, chief marketing officer of Stoli Group USA, says: “In redesigning our packaging, we sought input from some of the world’s top bartenders to ensure that the bottle was not only aesthetically pleasing, but included practical enhancements for our partners within the trade.”
She adds: “Any well-known brand of status and longevity should regularly update packaging to stay relevant to modern design trends and consumer tastes.”
The new packaging is launching in the US in November before rolling out across the world by early 2016.