Cenote® Tequila launch and Stoli Group’s approach to portfolio expansion

NEW YORK, USA – Stoli Group, the company behind Stolichnaya vodka, is starting its own tequila and mezcal brands in the U.S. The idea is to capitalize on a shift by consumers toward the Mexican liquors, which have outpaced vodka and other spirits that once dominated bars.


It’s the first time the company has developed its own brands from start to finish. In the past few years, closely held Stoli Group acquired the distribution and marketing rights for established brands such as Achaval-Ferrer and Arinzano wines, Bayou rum and Kentucky Owl bourbon. A wide-ranging spirits portfolio is essential to serve customers that demand variety, according to Chief Executive Officer Hugues Pietrini.

Read more on Bloomberg.