Stolichnaya names its first UK brand ambassador

Stolichnaya has appointed its first ever UK brand ambassador in a bid to solidify its position within the market and drive sales of its luxury elit brand.

Matthew Dakers will work alongside UK distributor Maxxium UK to develop the vodka’s brand message – ‘The Most Original People Deserve The Most Original Vodka’.

“Stoli is all about originality; it was the first vodka in space and the first to introduce flavours to the market,” said Dakers.“So being the inaugural brand ambassador is a real privilege — I’m really looking forward to putting my own print on the brand and helping to make sure Stoli is the vodka of choice with consumers and bartenders.”

Dakers has enjoyed a 12-year career in the drinks industry, with positions previously held at the Dry Martini in Barcelona, London’s Mahiki, Snafu, and The Hoxton Pony.

He has also scored numerous industry awards, and won back-to-back Drambuie National awards in 2010 and 2011.

Peter Sandstrom, marketing director of Maxiuum UK, said: “His experience and passion for the industry is second to none, and what we love about Matthew is that his ideas exude originality, with just the right mix of class and elegance — exactly on brand with Stolichnaya.”

Dakers was previously a brand ambassador for Chartreuse, and his new role will see him drive the marketing of Stolichnaya’s luxury elit brand.

Stolichnaya has achieved considerable success in the past year, seeing its value increase by 34%.