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Stoli gluten free vodka launches in US

Stoli Vodka has launched Stoli Gluten Free marking the first time a global vodka brand is creating a completely new gluten-free recipe to meet the needs of gluten-free consumers. Made with 88% corn and 12% buckwheat, Stoli Gluten Free will launch in the US with availability at Stoli accounts nationwide starting this month (April 2016) followed by a US duty-free roll out shortly thereafter.

“Innovating within the vodka category has remained an integral part of Stoli’s DNA for 80 years and counting,” says Patrick Piana, president and CEO, Stoli Group USA. “As with all of our innovations, we conduct consumer research and discuss with our trade partners to identify unmet consumer needs in the marketplace. Stoli Gluten Free will resonate with younger legal drinking age consumers who have an active lifestyle and greater focus on the products they consume.”

“Our distributors have given very positive feedback to-date. We believe that Stoli Gluten Free is an incredible opportunity for Stoli and that it will help us continue to grow our market share.”

Stoli Gluten Free purposely includes the words ‘gluten free’ on the front label to clearly communicate to consumers that it is a gluten-free product. The US TTB has classified the vodka for gluten-free labelling because it meets its standard of being made with naturally gluten-free ingredients, the only way a product can be classified as truly gluten-free.

The Stoli Gluten Free packaging will maintain Stoli’s iconic bottle, with a premium label that features a unique batch number and signature of Ronalds Zarinovs, production director of Latvijas Balzams, who oversees the production of all Stoli Vodka products.

Stoli controls the entire production process of Stoli Gluten Free and its entire range of premium Vodkas. Stoli Gluten Free is made with naturally gluten-free corn and buckwheat harvested in the Tambov region of Russia. The ingredients are then distilled three times at Stoli’s state of the art Talvis distillery and filtered four times, through quartz sand and birchwood charcoal, before being blended with pure, natural spring water from the Latvijas Balzams’ artesian well in Riga, Latvia.

“In developing Stoli Gluten Free, we wanted to create a product that not only delivered on a consumer need, but also achieved Stoli’s incredibly high standards of quality and taste,” said Michael Oringer, senior VP of innovation and trade marketing, Stoli Group USA. “We experimented with a variety of gluten-free ingredients before finalising on a unique mash of corn and buckwheat. The result is delicious, old-world style tasting vodka that meets the needs of our consumers who live a gluten-free lifestyle.”

“We are excited to launch Stoli Gluten Free in US Duty Free where we see true potential for this innovative product that speaks not only to those suffering from gluten allergies but also those choosing to live a gluten-free lifestyle,” says Dayna Dennington, regional director duty free North and Central America, Stoli Group.

Stoli Gluten Free will be available in 50 ml, 750 ml and 1L packages.

3 April 2016 - Felicity Murray The Drinks Report, editor