Why quality spirits can come at affordable prices
Stock Spirits Group is on a quest to show that delicious spirits can be affordable and accessible. Here, former CEO Jean-Christophe Coutures explains why the company’s flipping the script on premiumisation, and the important role Europe will play in its long-term success.
“Delivering quality at an affordable price is at the heart of our success,” says Jean-Christophe Coutures, former CEO of Stock Spirits Group. While the majority of producers have chased the super-premium-plus corner of the spirits market, Stock Spirits Group has steadfastly stuck to its belief that great spirits don’t have to cost the earth.
“In markets where value for money is a key driver, offering quality at the right price point builds long-term loyalty and volume growth,” Coutures says. “At the same time, it ensures we can premiumise selectively – adding new tiers and formats – without losing sight of the everyday relevance of our brands. It’s this balance that underpins our strength as a business.”
That has been demonstrated clearly in recent years through the company’s numerous acquisitions. In 2023, Stock Spirits Group acquired blended Scotch whisky brand Clan Campbell from Pernod Ricard, and also purchased French distributor Dugas and vodka maker Polmos Bielsko-Biała. Last year, the company revealed it would pump £25 million (US$32m) into building a whisky distillery and visitor centre at Inveraray Castle in Scotland. Then, this year, the group bought UK spirits importer and distributor The Drinks Company, before announcing plans soon after that it would open a logistics centre and distillery in Lublin, Poland, to meet demands for its operational efficiency. The Polish site will boast circular design features, such as heat recovery, water reuse and on-site biogas generation to be as energy efficient as possible.
Investment will continue
“Our clear priority is growth,” says Coutures, “both organic and through targeted acquisitions. We will continue to invest behind our brands, accelerate innovation in vodka, whisky, Tequila, and growing categories such as RTDs, as well as expanding in markets where we have leadership positions. At the same time, we are modernising our operations – from our new €50m (US$59m) distillery in Poland to driving digital transformation – and embedding efficiency across the business. More importantly, we are empowering our teams in each market to execute with speed and local relevance, while keeping a sharp focus on sustainability and responsible drinking.”
Stock Spirits’ portfolio is well equipped to make good on these targets. Its stable of brands includes Sierra Tequila, Fernet, Limoncè, Lubelska vodka, and Żołądkowa, to name a select few. Coutures sees “real potential” for Limoncè beyond the Italian aperitivo moment, as he’s noticed consumers seeking vibrant flavours in cocktails. “Tequila is another exciting space, and we see strong prospects through new product development and relevant ready-to-drink formats that make the category more accessible,” he notes.
Furthermore, he adds: “The low- and no-alcohol trend continues to build, with innovations like Finsbury Zero giving us a clear role in that movement. We are also reinvigorating Clan Campbell whisky with a bold new marketing campaign and a range of innovations designed to broaden its appeal to the next generation of whisky drinkers. Alongside these, our local icons such as Lubelska in Poland, Božkov in the Czech Republic, and Stock 84 in Italy remain central to our growth story, each combining strong heritage with significant headroom for the future.”
Coutures’ strategy for the brands also differs to other producers, in that global dominance is not a key priority, for now. Instead, Coutures is committed to Europe and embedding the company’s brands strongly in the region. “Europe is the foundation of our business and remains one of the most resilient and attractive regions globally,” Coutures explains.
“While growth here is steady rather than explosive, it is reliable – underpinned by consumer trust and strong local brands. This combination makes Europe a dependable growth engine, especially in uncertain geopolitical times. Stock Spirits is deeply rooted across Central and Eastern Europe, where we hold leading positions and unmatched consumer understanding. That local expertise and scale is a real competitive advantage that sets us apart.”
Where will the next 12-24 months take Stock Spirits Group? Coutures says to expect continued growth and a sharper focus across the business and its key markets. “We will keep investing in people, brands and operations to ensure we are set up for the long term,” he adds.
“That includes building on our leadership in Europe, expanding our offerings, and advancing innovation in flavour and packaging. We will also pursue acquisitions that strengthen our portfolio in strategically important categories and geographies. Above all, we will keep adapting with speed to consumer trends and market dynamics – ensuring Stock Spirits Group is competitive and future-ready.”
Sustainable endeavours
Stock Spirits Group just published its 2024 Sustainability Report, which reveals the firm’s ongoing commitment to making the business as sustainable as possible. These are some of the key milestones the brand achieved in 2024:
- Through the Stock Foundation, 20 local projects were funded, supporting more than 6,800 beneficiaries in areas such as trauma recovery, education and social inclusion.
- The workforce now comprise 44% women and 56% men, as it strives towards gender equality.
- Packaging innovations included a 20% bottle weight reduction for Żołądkowa de Luxe. Plus, the sombreros for Sierra Tequila are now made from 100% recycled materials.
- Launched ESG questionnaires and training for suppliers.
- The group updated its Code of Business Conduct and enhanced whistleblowing protections to reinforce governance and ethics.
Related news
Eastern Europe: Affordability 'biggest barrier' to recruiting new drinkers
