Issue link: http://digital.copcomm.com/i/413994
? WHAT'S LEFT TO SAY ABOUT VODKA But, Gorvitz says, "Consumers are not interested in a history lesson" (Although we're rather inclined to think people would dig the astronaut-vodka angle. —Ed.), so Stoli is hard at work to find ways to bring in new consumers, turning to the trade as gatekeepers of education. "We're letting the trade know that even if they maybe haven't looked at Stoli in a long time, we're very serious about what we're doing here. Look at us again." As a reminder to the trade that Stoli's been a bench- mark of cocktailed success for decades, the brand has rolled out its Start with Stoli educational platform, a free website (www.StartWithStoli.com) that aims to curate the bartender's "dream library," featuring 50 of the most important cocktail books ever written. "We're work- ing with authors to do large excerpts of these books, because we truly believe that a great bartender begins with books. A great bartender begins with education, and that's something really powerful we're able to do." So since Stoli's got history in spades, a hip marketing plan in place for the present and is building the bartend- ers of tomorrow, what's left to say about vodka? Guess we'll just have to wait and find out what Stoli's got up its sleeves next. The iconic Stoli bottle has reached many milestones: The first premium vodka imported to the U.S.; the first brand to introduce flavored vodkas; the first vodka in space! 1975 Stolichnaya is the first vodka brand in space! 1996 The flavor revolution takes off; Stoli expands its flavor line. 2009 Builds new state-of- the-art production facility in Latvia. 1973 PepsiCo is given exclusive importation rights in the U.S. 1986 Limonnaya, the first lemon-flavored vodka is released. 2003 Sets new benchmark for excellence with elit by Stolichnaya.