By John Hayden
Stoli Vodka has more flavors than a bag of Skittles and embraces the rainbow just as much. Now, the longtime LGBTQIA+ ally is getting a new look. From the logo to the branding to the bottle, the iconic beverage is celebrating a new chapter.
The Spirit of Change campaign reflects the company’s commitment to not only the LGBTQIA+ community but also their commitment to freedom in Ukraine and the downfall of Russian dictator Vladimir Putin. Shortly after the invasion, the spirit shortened its name from Stolichnaya to Stoli. Besides acknowledging the fact we’ve already been calling it that for decades, it emphasizes their separation from Russia.
The company is not associated with the country in any way, and if you see old-school logos in other countries, they’re likely knockoffs.
“The response of the company is total, to the point that Stoli, forever and ever, has removed ‘ichnaya’ from its name,” Patrik Gallineaux, Stoli’s LGBTQ+/Multicultural Ambassador, told OutClique. “We don’t want to be confused with the fake Russian brand.”
Complete New Look
The variety remains bountiful and flavorful just like before. But like everything, a fresh look never hurts. “Besides only using Stoli, there’s a complete packaging rebrand, at great expense. That means getting rid of all old products that say ‘ichnaya,’ and launching a new bottle design.”
Gallineaux unveiled the new look in September at NLGJA, a professional group for LGBTQIA+ journalists, at the Spirit of Change party in Philadelphia. Part of the company’s commitment is shunning all things Russian, from water to labels, to the metallic seal at the top of the bottle.
“The ‘neckers’ were out of stock for about two months because of the bombing. Everything is sourced from within the EU (European Union).” Between the war and cost of rebranding, Gallineaux says the company has gone through a rough patch but believes the company will come out all the better because of their commitment to diversity.
“We know it is a small price to pay for once and for all being able to champion that spirit.”
Despite the shift away from Russia, the company is recognizing its heritage in new ways. The old bottle featured a scene from Moscow. The new bottles go in a different direction. “The company is preserving some of the history of the brand. Stoli means ‘of the capital.’ Now the company is putting buildings from different world capitals, which is often where change happens.”
International Pride
Gallineaux spends a lot of time promoting Stoli at LGBTQIA+ events around the world. He had just returned from Copenhagen Pride when we talked. “I rode in a beautiful “Visibility and Acceptance” Stoli float in partnership with the Harvey Milk Foundation and iconic gay bars Jailhouse and Masken. What I’m proud to tell people is that, despite all the obstacles we are facing around the world, I am very proud that my company stands, stronger than ever, side by side with our community and will not back down.”
His bubbly personality and genuine affection for Stoli comes through the moment you meet him. His pride will not be repressed. “It’s not enough to be tolerated. We must be celebrated. It’s about having safe spaces for all people.”
Despite his well-used passport, Gallineaux calls this area home, having moved here about two years ago from San Francisco. “The community of South Florida and Wilton Manors has been so welcoming, despite the occasional hurricane.”
When he is in town, he likes to hit up Wilton Drive. He shared his favorite spots to spend an evening or do a little day drinking. “During the day I always seem to stop into LIT. It’s fun with the garage area and the games. The Alibi patio is always fun and Hunters is a guilty pleasure.”
In the evenings, he hits up his neighborhood bar, LeBoy. “I’ll think of going to bed at 10 o’clock on a Wednesday and I’ll have a burst of energy and get on my scooter and head down the street. And Mona’s. They’re some of the friendliest bartenders I’ve ever met.”
Look for Gallineaux at LGBTQIA+ events throughout South Florida or just enjoying a drink on The Drive. If you buy him a drink, make sure it’s Stoli.
