Stoli Vodka unveils ‘industry first’ website
Stolichnaya Vodka has unveiled a new website described as a “first-of-its-kind approach in the spirits industry” to “encourage social banter”.
The revamped Stoli.com website features a homepage that refreshes every 24 hours with content that celebrates “everyday moments in sports, entertainment, food and beverage, pop culture, and social media”, such as Throwback Thursday and Taco Tuesday.
Each homepage theme includes a new corresponding cocktail and a ‘fun fact’, which aims to prompt “banter” on social media channels.
If a visitor clicks onto a day’s content through a friend’s Facebook post after its 24 hours on the site, they will see a “humorous image” informing them that they’ve “missed out” and will be directed to that day’s theme. Under age drinkers who land on the page will be shown a countdown clock, noting how much time is left before they can legally access the website.
As part of the website’s new navigational facilities, a cocktail shaker in the corner of the page produces a menu when a cursor is placed upon it.
The product line and cocktail pages have a “pop art feel”. ‘The Story’ page takes visitor’s through Stoli Vodka’s production processes, and also highlights the brand’s recent creative work, LGBT initiatives, and awards; while ‘The History’ page is an interactive, image-driven timeline showcasing 15 milestones in the vodka’s lifespan.
“The new Stoli.com allows us to strike a balance between communicating the production differences and unrivalled heritage of our vodka with celebrating cocktails’ place in everyday conversations,” said Alison Walsh, global director of PR and digital media at Stoli Group.
“Our digital presence is a constant evolution. We’re looking forward to providing different ways for our consumers to connect with our range of products and with each other.”
Last month, Stolichnaya unveiled its first US television commercial for seven years.