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Distillerie Stock USA, Ltd. celebrated its 60th Anniversary in the United States in 2006, having established the US Company in 1946. However, the roots of the company go back to 1884 when the company founder, Lionello Stock, established Distillerie STOCK S.p.A in Trieste, Italy.

Today, the company's primary brand is Imported GranGala Triple Orange Liqueur, a head-to-head competitor to category leader Grand Marnier. A separate case history details the Imported GranGala Brand Plan that helped capture 20% of Grand Marnier's share.

While 95% of Distillerie Stock's marketing budget was dedicated to that accomplishment, Distillerie Stock also launched a dedicated trade-oriented program to aggressively support its other key brands.

As a platform, for all advertising and branding efforts other than the Imported GranGala, the following Distillerie Stock Brand Positioning was established:

BRAND POSITIONING:
Building on over a 60-year history in the US marketplace, Distillerie Stock is an importer of superior Italian spirits. In essence an international brand with an Italian heritage. The brand message is supported by the company's:

&bull Long tradition, established in 1884 by the founder Lionello Stock
&bull Consistent quality, using the "recipes originale" created by the founder
&bull Extraordinary value, offering excellent products for wise consumers

The brand positioning is articulated in the following brand platform: Distillerie Stock. Italy's Gift To The World. Tradition, Quality, Value... Since 1884

On Distillerie Stock's 60th anniversary a 2-page advertorial told the full "brand story" to influential consumers and retailers in The Wine Spectator magazine

PRODUCT POSITIONING:
Each of Distillerie Stock's products uses the Brand Positioning as a platform (Italy's Gift To The World), and then each is competitively positioned in their respective categories.

&bull Imported Stock Vermouth, the #2 line of Imported Vermouths
&bull Imported Stock'84 VSOP Brandy, among the top five Brandies in the world
&bull Imported Stock Liqueurs, the #1 line of Imported Liqueurs
&bull Imported Limonce Limoncello, Italy's #1 Limoncello

Rather than a full six-step branding process for each Imported Spirits Brand, a core Brand Strategy was developed for each product line as follows:

Brand Strategy: Imported Stock Vermouth
Consumer Strategy:
Target market: Martini and Manhattan lovers, 24-to-55 +
Positioning: Imported Stock vermouth is the key ingredient in making the Ultimate Martini or Manhattan
Creative Rationale: Imported Stock Vermouth turns an ordinary Martini or Manhattan into something special
Execution: MAKES A GOOD DRINK A GREAT COCKTAIL
Tactics: Case Card showing the appetite appeal of a classic Ultimate Martini and Manhattan Cocktail with strong brand identification. Supporting the Case Card are two different Shelf Talkers targeted to Martini and Manhattan lovers separately.
Key educational selling points at the point of purchase:
Extra Dry

&bull # 2 Selling Imported Vermouth
&bull Crystal clear, "Water White"
&bull Infused with our 50 natural herbs and spices

Rosso

&bull # 2 Selling Imported Vermouth
&bull Infused with our 50 natural herbs and spices
&bull Blended with the finest Italian wines

Retailer Strategy
Positioning: Imported Stock Vermouth is the #2 imported vermouth brand, but has superior quality because it's #1 when it comes to crystal clear "water white" quality. While the Case Card delivers the primary message - MAKES A GOOD DRINK A GREAT COCKTAIL- retailers are assisted at the point of purchase with two different Shelf Talkers selling the advantages of both Extra Dry and Rosso. In addition to reinforcing the brand heritage - Recipe Originale since 1884 - the taste profiles of the variety of vermouths and sizes educates the retailer to help them make the sale.
Support Materials: An all-encompassing program includes a Sell Sheet outlining the brand positioning and components of the program, Case Card, prominent one-case bin, informative Shelf Talkers targeted at the two primary segments of the vermouth market, an attractive 2-case Wire Rack with header card, and a convenient Freezer Rack to capture the "cooking with Vermouth" market
Brand Presentation Video: A special Brand video which positions the brand and demonstrates its profit advantages to the trade - a "set up" tool for Stock's Direct Sales Force and Distributors.

Brand Strategy: Imported Stock '84 VSOP Brandy
Consumer Strategy:
Target market: Younger Brandy lovers, 24-to-35+. NOTE: the brand is not targeting the older traditional "brandy and a cigar" consumer, but rather those whose psychographics relate having brandy as part of a more social experience. Promote Stock Imported Brandy on the rocks and in cocktails such as the New Manhattan.
Positioning: Imported Stock '84 Italian VSOP Brandy is a premium Brandy - an international favorite for over 120 years
Creative Rationale: Recognized in Europe as a "great brandy," previously a favorite of the Royal Court
Execution: HOLD GREATNESS IN YOUR HAND
Tactics: In classic brandy snifter - but with a woman's hand, not a man's, redirecting the positioning to more of a social experience...straight up, on the rocks or in a cocktail.
Key educational selling points at the point of purchase:

&bull Crafted from the fines Italian grapes
&bull Aged in oak casks
&bull Enjoyed neat or on the rocks
&bull Recipe Originale since 1884

Retailer Strategy
Positioning: Imported Stock '84 VSOP Brandy is one of the most popular brandies in the world. The popularity of the brand has grown and established itself over the past 120 years.
Support Materials: An all-encompassing program includes a Sell Sheet outlining the brand positioning and components of the program, Case Card, prominent one-case bin, and an informative Shelf Talker.
Brand Presentation Video: A special Brand video which positions the brand and demonstrates its profit advantages to the trade - a "set up" tool for Stock's Direct Sales Force and Distributors.

Brand Strategy: Imported Stock Liqueurs
Consumer Strategy:
Target market: Sophisticated cordial lovers, 24-to-55+
Positioning: The family of Stock Liqueurs is at the heart of a lingering and enjoyable experience - a taste for every occasion
Creative Rationale: Focus on the "after dinner" experience as the perfect time to enjoy Stock Grandi Liquori as the beginning of the rest of the night...and all that it can bring.
Execution: AFTER DINNER IS JUST THE BEGINNING...
Tactics: Reinforce the large variety of Stock Liqueurs as a way of showing that there are many delicious ways to begin the evening
Key educational selling points at the point of purchase:

&bull 14 Renowned liqueurs
&bull Natural Ingredients
&bull Nothing Artificial
&bull Recipe Originale since 1884

Retailer Strategy
Positioning: Lead with our strength - Stock is the #1 selling line of Imported Liqueurs. This is supported by the story of our heritage of over 120 years, and quality of the ingredients we use to create these incomparable liqueurs.
The Case Card elegantly presents the image of a large family of delicious liqueurs supporting "a taste for every occasion since 1884," and the Shelf Talker assists the retailer by presenting the unique selling points of the brand.
Support Materials: An all-encompassing program includes a Sell Sheet outlining the brand positioning and components of the program, Case Card, prominent one-case bin, and an informative Shelf Talker.
Brand Presentation Video: A special Brand video which positions the brand and demonstrates its profit advantages to the trade - a "set up" tool for Stock's Direct Sales Force and Distributors.

Brand Strategy: Imported Limonce Limoncello
Consumer Strategy:
Target market: Limoncello lovers and Margarita lovers, 24-to-55+
Positioning: Reinforce that Limonce is the #1 selling Limoncello in Italy, and is excellent in a Margarita style cocktail
Creative Rationale: Present Imported Limonce as your most refreshing choice of Limoncellos, especially in the popular Margarita
Execution: THIS LEMON IS A WINNER - Imported Limonce is Italy's #1 Limoncello
Tactics: Entice customers to the brand through the use of a delicious looking cocktail and a flavorful recipe - The "Limonce Limonrita" - a spin on the traditional Margarita, with the marketing intention of attracting customers from that large target audience
Key educational selling points at the point of purchase:

&bull Made with Mediterranean lemons
&bull Delightfully refreshing
&bull Served chilled on in cocktails
&bull After dinner or before anything

Retailer Strategy
Positioning: Leverage our strength - Imported Limonce is #1 selling Limoncello in Italy. Retailers are primed to sell Imported Limonce to Limoncello and Margarita lovers as part of "Limonce Limonrita." The Shelf Talker promotes the sale of the brand with a tear-off recipe pad and assists the retailer by presenting the unique selling points of the brand.
Support Materials: An all-encompassing program includes a Sell Sheet outlining the brand positioning and components of the program, Case Card, prominent one-case bin, and an informative Shelf Talker.
Brand Presentation Video: A special Brand video which positions the brand and demonstrates its profit advantages to the trade - a "set up" tool for Stock's Direct Sales Force and Distributors.