Leading mass-market vodka brand Stolichnaya wanted to compete in the highly competitive and image-driven, ultra-premium market. Julie and the Interbrand Consumer Branding team came together and created the breakthrough Elit brand. The brand positioning, played up the dichotomous nature of Russian culture with a sleek frosty exterior and a fiery passion burning below the surface. This was mirrored in the smooth delivery of the drink which finishes with a pleasing warmth. The Elit brand hit shelves and 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.