Stoli vodka (photo of the official STOLI website)
The Vodka brand Stolichnya (Stoli), which is originally Russian, has announced a rebranding of the drink, as a result of the brand’s ‘harsh stance’ against the Putin regime and the Russian invasion of Ukraine. The vodka, known as a Russian brand, will now be sold and marketed simply as Stoli, with no identification with Russia, the company said in a statement.
The founder of the Stoli group, Russian-born billionaire Yuri Scheffler, was deported from Russia in 2000 for his opposition to Putin’s rise to power. Stoli’s liquor had been marketed as Russian vodka years before, but their production facilities have been in Latvia since the year Scheffler was deported. However, Stoli is a subsidiary of SPI Group located in Luxembourg.
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The company also noted the desire of its employees to act and accurately represent the Latvian roots of vodka. Earlier, the Stoly Group announced that it would use the drink’s production only in ingredients imported from Slovakia to make sure that none of its ingredients originated in Russia.
Officials in several countries in America have called on liquor stores to remove Russian-made products from the shelves – which in most cases means vodka. Some bar owners even poured or threw away the bottles of Stoli vodka in their possession, in protest.
However, these boycotts and demonstrations will not have much effect. Because in the United States, less than 1% of the vodka consumed is produced in Russia. More than half of all vodka consumed there is actually produced in the US, according to IWSR Drinks Market Analysis, a global company that monitors alcohol sales.
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