Stock 84 Brandy is an iconic brandy founded in 1884 and is present in more than 40 countries. Proudly Italian and celebrating 130 years the focus is on being sustainable and highlighting women in the arts.
In May 2021, Stock Spirits became a signatory to the United Nations Global Compact (UNGC), the world’s largest voluntary corporate initiative to implement universal sustainability principles. To learn more about how Stock 84 Brandy gives back, the brand’s commitment to sustainability and its history Wandereater interviewed Nicoletta Santi – Global Marketing Consultant and Virginia Barberini, the Senior Brand Manager to speak to their “Skip the Ordinary” campaign.
Tell us briefly about how Stock Spirits Started
Stock was founded in 1884 by a very young Lionello Stock, only 19 at the time, in Trieste (at the time, not even Italy as the city belonged to the Austrian Hungarian Empire). Lionello, seeing all the ships carrying to France the wine, to distil there and become cognac, saw the opportunity to create a Cognac locally. From that the adventure of Lionello, of Stock 84 started.
What is Stock Spirits best known for and why?
NS: Stock 84 is Proudly Italian with a strong Italian heritage. The spirit has quality and style with a foot into international spirits. Our characteristic is to combine this double profile, with some brands more than 130 years old, some more recently such as Keglevich or Limoncè, and really strong and well know international parties, i.e. Beam Suntory, that we are proud to distribute in Italy, since 2020.
What does the Canadian market need to know/understand about Stock 84?
NS: The brandy is proudly Italian and it’s part of the Italian tradition to sip Stock 84. Modern and smooth in taste, it’s a wonderful product to drink on the rocks or in cocktails. More and more it’s also becoming a product for younger consumers – which is very exciting to see!
How has the culture of Brandy changed around the world?
NS: Brandy has many different interpretations around the world. In Italy it is almost an “intimate” spirit, to drink mostly at home, at the end of the day, with family and friends or after a meal. You can drink it straight and neat, rarely with a couple of ice cubes or as a coffee corrector.
In Eastern Europe, it’s a much younger spirit, consumed at home but also out of home specially mixed with Coke. In Poland, for example, quite often ‘Cola & Brandy’ is the 1st alcoholic beverage young people drink. Then there are premium Brandies, such as our Riserva 20 years: that one is like all the rare, extra-aged brown spirits, drank at the end of the meal, as a meditation spirit.
What is the connection between Stock Brands/Spirits and women?
NS: We have a beautiful example with a special project run by our brand Keglevich, in line with the positioning SKIP THE ORDINARY. SkipOrdinaryBeauty is a powerful project that involves women and the city (urban redevelopment). The project celebrates women and their beautiful differences through the arts. A project lasting 3 years, with a neighbourhood in Milan to be redeveloped with collaboration with street artists: 18 walls to paint (6/year); Keglevich as the main sponsor; The Municipality of Milan as the project amplifier; and Woman Social Influencers to create interest and buzz; an unconventional opening ceremony of the walls as well! A very great way to combine women and art.
What is the future of Stock Spirits around the world and in Canada specifically?
NS: We are still here after more than 130 years, present in more than 40 countries. The focus on our sales in the past years was more on the European markets, in recent years the strategy is that of also growing strongly in other International markets.
What is something about Stock Brandy the world needs to know?
NS: We have the ambition of growing quickly also outside of our main European markets. Let people know about this traditional brand but at the same time, show them the beauty of Stock 84 as a modern concept that is easy to drink and smooth to taste.
Tell us more about the sustainability of the stock.
NS: We believe that behaving responsibly is essential to achieving our overall objective to be a sustainable business for the long term. We are committed to sustainability and run the business in a sustainable manner, be that through operating our production plants more efficiently, using less water, or increasing recycling. In May 2021, we became a signatory to the United Nations Global Compact (UNGC), the world’s largest voluntary corporate initiative to implement universal sustainability principles. In line with our commitment to the UNGC, we are focussing strongly on environmental, social and governance improvements and have introduced our ESG Strategy: Planet, People, Processes (PPP), to help us achieve our goals.
Why does the Czech Republic make Stock 84 and why/how has it been so popular?
NS: Actually, to say that Stock 84 is made in the Czech Republic is not 100% correct, we assemble and bottle there, only because we have a very nice production facility there and made things easier for us. All the wine, aging processes, initial blending and distillation, actually takes place in Italy.
Stock 84 Original’s unmistakable character is the result of the aroma, flavour and golden colour developed during slow maturation in oak casks. It is during this ageing process that this brandy acquires the unique mellow taste and palate-pleasing smoothness that has been its hallmark for more than a century.
Whether on the rocks, neat or in a cocktail. Stock 84 is the ideal brandy for your holiday entertaining