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Stoli tackles stigma with #DrinkWhatYouWant

Vodka brand Stoli is seeking to address social drinking stigmas with its #DrinkWhatYouWant campaign, aimed to encourage millennial men to be more confident in what they drink.

Stoli drink what you want
Stoli’s #DrinkWhatYouWant campaign aims to encourage millennial males to do just that

The initiative comprises a digital ad campaign featuring an anthem video and three shorter videos depicting a male protagonist “overcoming self-doubt, stigmas and stereotypes” to order a fruity cocktail.

In addition, features a series of videos with bartender Jeffrey Morgenthaler and a selection of summer recipes.

Stoli is also encouraging men to post pictures of themselves drinking what they want on Instagram using the #DrinkWhatYouWant hashtag.

“We identified an insight that millennial men like flavoured cocktails, but most aren’t always confident enough to order them in public amongst their peers,” said Russell Pareti, brand director, Stoli Group USA.

“This campaign is challenging these stigmas and perceived gender roles that personify one’s manliness and is instead embracing a man’s choice to drink what they want, whether it is a Cosmopolitan or a Stoli Blueberi Lemonade.”

To inform the campaign, Stoli conducted a #DrinkWhatYouWant survey of 1,475 legal drinking age American consumers.

According to the survey, 74% of millennial men claim to like flavoured cocktails, but 63% avoid them in public due to fear of scrutiny among their peers.

The study also found that 53% of millennial men care what people think about them when ordering drinks, compared to 7% of men who are boomers.

46% of millennial men agreed that there is a negative stigma associated with men drinking flavoured cocktails and that they are seen as a drink for women. 41% said their drink choice is a reflection of their masculinity, compared to 32% of Generation X, and 15% of Boomers.

There was no data to indicate the views of gender non-conforming people.

“As a bartender for the past 20 years, I see guys come in my bar all the time who are locked in to order ‘manly drinks’ like bourbon and beer, but their eyes and hesitant actions clearly show that they really want something that is flavorful, delicious and refreshing,” said Morgenthaler, mixologist and co-author of The Bar Book: Elements of Cocktail Technique.

“If you’re worried about whether your drink is masculine enough, you’re being absolutely ridiculous.  I always tell guys: there’s no such thing as a manly cocktail – drink what you like – which is why this campaign is so intriguing to me.”

Later this summer, as part of the #DrinkWhatYouWant campaign, Stoli will release a series of “extreme cocktailing” videos featuring some of the world’s greatest extreme sports athletes.

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