Latvian Stolichnaya Vodka rebrands as ‘Stoli’ to distance itself from Russia

Stolichnaya Vodka has rebranded as ‘Stoli’ to distance itself from Russia amid the ongoing conflict in Ukraine.

The vodka brand, which is produced in Latvia, said there were three “driving factors” behind the decision: “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.”

The team were currently exploring packaging options that would “reflect our support for Ukraine”, Stoli global CEO Damian McKinney told The Grocer.

Earlier this week, the brand announced it would engage exclusively with Slovakian sources to “further ensure 100% non-Russian alpha-grade spirit”.

It is also supporting World Central Kitchen (WCK), a non-profit organisation that provides meals in response to climate, humanitarian and community crises.

Stoli Group founder Yuri Shefler said: “While I have been exiled from Russia since 2000 due to my opposition to Putin, I have remained proud of the Stolichnaya brand.”

As a result, the business had “made the decision to rebrand entirely as the name no longer represents our organisation”, Shefler said.

“More than anything, I wish for Stoli to represent peace in Europe and solidarity with Ukraine,” he added.

Speaking to The Grocer, McKinney said the conflict in Ukraine was “personal for me – I was a Royal Marine commando, I was in war, I hoped I’d never see those scenes again.”

Stoli’s leadership team decided: “We’re going to tell everyone this is wrong,” he said. 

Having witnessed “people pouring Stoli down the drain” in the US, the brand resolved to “make it really clear that we’re Latvian and that we stand with Ukraine”, he added.

McKinney said although he had faced “some fear about the consumer perception” of vodka from buyers, retailers were ultimately supportive of Stoli’s message.

It comes after retailers have spent recent days removing Russian vodka brands from their shelves following pressure from consumers.

Beluga Vodka, for example, this week disappeared from Waitrose and Harvey Nichols. When approached by The Grocer, its UK distributor Specialty Brands confirmed it had “ceased all support for the brand for the foreseeable future”.

Russian Standard Vodka, meanwhile, has been delisted from Tesco, Sainsbury’s, Asda, Morrisons and Co-op over recent days.

The Grocer last week reported Halewood Artisanal Spirits was moving production of its JJ Whitley vodka brand from Russia to the UK.