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Stoli Group USA Embarks On Ambitious Bartender Education Program

April 21, 2014

As the newly formed Stoli Group USA seeks to refocus its core Stolichnaya vodka brand in an effort to return it to growth, the company has unveiled a far-reaching program designed to reconnect with bartenders and reassert Stoli’s status as a classic vodka. The “Start With Stoli” initiative, launched in recent weeks, emphasizes bartender support and excellence within the cocktail culture.

“‘Start With Stoli’ is primarily focused on bartender education about drinks and mixology as opposed to education about Stoli itself,” Sarah Gorvitz, brand director, Stolichnaya premium vodka, recently told SND. “We felt there was a lot of white space there.”

The initiative’s website highlights cocktail recipes submitted by featured bartenders from around the world, current cocktail trends, information on the distillation process, and engagement with the 50 most influential books on mixology.

In addition to print and digital advertising for the Start With Stoli site planned for the long term, the company is hosting events “to promote bar arts and bartender advancement.” Events have already taken place in New York and Pittsburgh, with an upcoming launch planned for the U.K. in the next few months.

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