Stolichnaya Vodka has rebranded itself as Stoli, in a bid to loosen cultural ties with Russia following its invasion of Ukraine.
The Latvian company cited “three driving factors” behind its decision, namely: “the founder’s vehement position on the Putin regime, the Stoli employees’ determination to take action, and the desire to accurately represent Stoli’s roots in Latvia.”
Stoli Group’s vodka production has been in Latvia since 2000 and announced earlier this week its intent to “engage exclusively with Slovakian sources”, to ensure that its vodka is 100% non-Russian.
In solidarity with the Ukrainian people, Stoli has made a financial commitment to World Central Kitchen (WCK), a non-profit organisation delivering food aid to conflict and disaster zones.
Stoli Group intends to announce further measures of support to Ukraine in due course.
READ MORE:
“While I have been exiled from Russia since 2002 due to my opposition to Putin, I have remained proud of the Stolichnaya brand,” Stoli Group founder, Yuri Shefler said.
“Today, we have made the decision to rebrand entirely as the name no longer represents our organisation.
“More than anything, I wish for ‘Stoli’ to represent peace in Europe and solidarity with Ukraine.”
Stoli Group Global CEO, Damian McKinney added: “This is very personal to us. As a former Royal Marine Commando, I know all too well the horrors of war.
“We have employees, partners and distributors in the region directly impacted. They are asking that we take a bold stand.
“This is one actionable, meaningful thing we can do to make it clear that we support Ukraine.”
The news comes as multiple UK grocers ditch Russian Standard vodka from their shelves, reflecting a wider Western boycott of Russian-made products.
Click here to sign up to Marketing Beat’s free daily email newsletter
