Issue link: http://digital.copcomm.com/i/413994
122 / the tasting panel / november 2014 Bells. Whistles. Bottles carved by hand in remote corners of the Alps by one-armed sheep herders. When it comes to marketing in the vodka category, we've heard it all. So when we're asking ourselves what's left to say about vodka, it's easy to forget that there was one pioneering brand whose history alone speaks for itself. A brand that was the first premium vodka imported to the U.S.; a brand that was the first to introduce the now-superhot flavored category to consumers; heck, this was even the first brand to put vodka in space! Of course, that cosmonaut-worthy brand is Stoli, the premium vodka with more than 80 years of success behind it, and a bright future ahead of it that puts the emphasis where it belongs: on the vodka itself. "The most important thing about this brand is that we celebrate how to find authenticity in what could be construed as a superficial category," says Sarah Gorvitz, Director of Marketing for the brand. "We've stayed true to our roots, and with more than 80 years in the vodka category, that's been no small feat." Maintaining legendary status for the better part of a century has meant that, first things first, Stoli's all about quality. "Authenticity is a major part of our DNA," explains Gorvitz, pointing out that from grain to glass, Stoli is in control. The brand maintains its own farms in Russia's fertile Tambov region, and manages its Latvian production facilities with exacting standards. Stoli's perfectionist tendencies have even kicked things up a notch during a recent push in the hot Moscow Mule category: Not finding a ginger beer to market that was up to snuff, the brand turned to internal sources to create Stoli Ginger Beer, perfect for a Stoli Mule. With this commitment to quality in mind, Stoli looks to move its tradition of excellence forward with its new "THE Vodka" campaign, which aims to bypass market- ing fluff and frills. "This messaging speaks very directly to our quality and our heritage," explains Gorvitz. "Stoli is the vodka that tastes like vodka. It's simple and it's clear, and it speaks to our consumers. This campaign cuts through all the bells and whistles and is a visual representation of authenticity." While Gorvitz admits that in a crowded marketplace, a campaign that's distinctively sans bells and whistles can be a risk, it's a risk the brand is ready to take. "This defies convention in vodka advertising," she says, "and if that doesn't say 'Look at us for who we are and what we've done and what we stand for,' I don't know what else could." HOW ONE OF VODKA'S MOST ICONIC BRANDS CELEBRATES ITS PAST AND LOOKS TO THE FUTURE by Rachel Burkons photos by Doug Young 1938 Formal registration of the Stolichnaya recipe. 1953 New iconic label design revealed, which remains largely unchanged to this day. 1969 Trademark registration granted in the U.S. 1948 Commence bottling at Latvijas Balzamas in Riga, Latvia. 1962 Pioneers the first commercially produced flavored vodkas. 1938