Leading mass-market vodka brand Stolichnaya wanted to compete in the highly competitive and image-driven, ultra-premium market. We responded by creating the breakthrough Elit brand. Our new brand positioning, fire beneath the ice, played up the western view of old Russia. The brand name – Elit, which is Russian for “elite” – also contributed to a romantic view of Russia, as does the proprietary bottle structure (old Russia architecture with a contemporary twist), and the minimalist label graphics. Within two months of Elit’s launch, production supply sold out. The brand’s high-class appeal continues to push this super-premium vodka to new heights in the market. Vashe zdorovie!