Stoli Takes Page From Coors Light’s Playbook

from Adweek: Stolichnaya wants to own “cold.” After a campaign that celebrated “little truths” found during a night out, the premium vodka brand has refined its positioning with an effort touting the fact that Stoli tastes best chilled.
Allied Domecq bought the brand in 2001. Since then, it has been researching how the target 21- to 29-year-olds relate to vodka brands.
“They were looking for a true, authentic product and any research we’ve done says true vodka is Russian,” said Joanne Kletecka, brand director at Stoli.

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