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Stock Spirits updates brand identity
By Miona MadsenSierra Tequila owner Stock Spirits Group has unveiled a new brand identity with a refreshed logo and updated company ethos.

The new logo is accompanied by a manifesto that marks the company’s transformative step into the future while honouring its 140-year legacy.
The revitalised identity is said to reflect the company’s ethos of being ‘bold, innovative, ambitious and committed to being a leader in the European spirits industry’.
Still possessing notable elements of the original, the new logo features a streamlined design showcasing the brand’s blue and red colours.
Notably, the logo has been toned down by removing the gold crest and the descriptor ‘Spirits Group’.
The company also announced a new purpose: ‘Championing Local Spirits Icons’.
The statement underpins Stock Spirits’ goal to become the leading mainstream spirits company in Europe by 2027, focusing on innovating at scale and putting the needs of the European consumer at the heart of the business.
Jean-Christophe Coutures, CEO of Stock Spirits Group, commented: “Our ambition is to become the leading mainstream spirits company in Europe, and in order to achieve this, we need an immediately recognisable brand that resonates with all stakeholders. This brand transformation reflects our evolution from a Central European to a pan-European business with growth ambitions.
“Likewise, as a responsible leader in spirits we have not only a strong ESG backbone, but also a compelling purpose which drives our colleagues, actions and strategy. This new purpose, ‘Championing Local Spirits Icons’, epitomises the essence of Stock Spirits company being innovative, with strong local brands in the portfolio, as well as bold and proud of our local heritage.”
Coutures concluded: “With this new visual identity and purpose, we are entering 2025 in a strong position, clearly focussing on the future and reaching to achieve our ambition.”
The new purpose aims to inspire and unite employees across nine operational markets, attract customers and investors by underscoring the company’s transparent business practices, and build consumer confidence.
Manifesto
The third element of Stock Spirits’ new identity is a manifesto – a written statement of the company’s values, aspirations, and intentions that provides unique insight for partners and current and future employees.
Nicolas Mazuranic, CMO of Stock Spirits, who led the work on the new identity elements, said: “The new manifesto marks a milestone in Stock’s 140-year history, as it celebrates our entrepreneurial spirit, heritage and the contentious pursuit of excellence.
“The new identity was created collaboratively by employees across our markets and has been positively received throughout the business. We believe the new identity truly represents the Stock team’s collective energy, diversity, and talent.”
The new logo, purpose and manifesto were implemented throughout the business from mid-December 2024.
The full manifesto can be viewed on the company’s website.
Last month, Stock Spirits Group doubled down on its commitment to promoting responsible drinking with a new marketing policy.
Last year, the company also updated Sierra Tequila’s logo.
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