Context
Flavoured vodka had become a crowded category, dominated by novelty over craft. For Stoli’s global launch of Halapeño Pepper Vodka to land, it needed to be seen not as another flavour, but as a serious innovation. The challenge wasn’t just awareness, it was authority. We needed to shift perception among the people who shape the category: trade decision-makers across key international markets.
Strategic Insight
In a category lacking depth, credibility would cut through. If we could anchor Stoli Halapeño in genuine production heritage and bartender relevance, it would earn attention as a category leader, not a gimmick.
Creative Concept
We built a focused global media relations push targeting influential drinks trade journalists, positioning Stoli Halapeño as a bold but credible evolution of flavoured vodka. The story blended craft with convenience, brought to life through Stoli’s distilling expertise and the Mr & Mrs T partnership – showing how bartenders could effortlessly deliver consistent, high-quality Bloody Mary’s at speed during peak service times.
Full Colour
Result One:
Credibility Secured
Positioned Stoli as a serious player in flavoured vodka, shifting perception from novelty to craft.
Result Two:
Global Trade Reach
23 top-tier trade titles secured, reaching 2.76 million drinks professionals worldwide.
Result Three:
Momentum Ignited
Built strong industry awareness and confidence, fuelling international rollout and adoption ahead of its consumer launch.