Stoli Floor Display Ties Into Heritage, Boosts Vodka Sales

Since the fall of the U.S.S.R., it's been a free-for-all for Russia-bashers: the army isn't that tough; the KGB doesn't scare anyone; even the Bolshoi is stumbling.But one fact is unchallenged: Nobody makes vodka like the Russians. And a new floor display making its way into liquor retailers this summer proudly trumpets that fact.Eighteen months ago, Carillon Importers Ltd., Teaneck, N.J., took over U.S. marketing for Stolichnaya, the original authentic Russian vodka. Since that time, Carillon has been working to reacquaint U.S. drinkers with "Stoli," which is considered a super premium vodka, and its other flavors: Stolichnaya Ohranj (orange), Stolichnaya Limonnaya (lemon) and Stolichnaya Pertsovka (pepper).The new display, which carries colorful representations of Russian architecture, is a threepiece system that can be set up in multiple configurations, says Cary Schwartz, marketing services manager for Carillon. Smaller stores typically will use just the central bin, which was designed for end-aisle spaces that are 60 inches in width. The bin, which can hold up to two cases of vodka, has a mylar insert that reflects the bottles. The "onion" dome above the mylar insert is dimensional, and simply pops into shape.Larger stores will add two corrugated side panels to create more of a full island effect. In this configuration, the display can showcase up to 25 mixed-case stackings."The purpose of the display is to gain incremental floor space for Stoli and its flavors," says Schwartz. "This display picks up on elements of Russian architecture, ties it into the vodka's heritage, and makes it very colorful."The display, which was designed and produced by Jerry Moss Inc., New York, was tested in Pennsylvania in June. During that period, the imported brand posted near-double-digit sales increases, according to Schwartz.Nearly 1,000 displays are now being sent to key accounts across the country. The summer is a prime time for "white goods" -- clear alcohol -- because of seasonal drinks such as vodka & tonic.The Stoli re-introduction campaign will continue, Schwartz says, with a more aggressive push coming this winter: "We're going to hit very hard with P-O-P materials this Christmas. We anticipate a big resurgence of interest in the brand during this year's holiday season."

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