A Q+A with Andrew Carlson about "Celebrate with Stoli"

It’s not every day that you’ll find yourself wondering “what’s going on with this vodka brand’s website?” – it’s probably the last thing you’d think about. But, what if there was a reason? Every day that happens, is one that might be cause for celebration. For joy, happiness, and maybe a little of learning about the unknown. 


For the launch of Stoli® Vodka’s brand-new, flagship website, we spoke with Andrew Carlson, EVP, Head of Experience Design, North America, to get his take on “Celebrate with Stoli”. 


– What was your goal with the new site?

To make little moments of entertainment and joy that feel true to the Stoli brand. No one needs a vodka website. The opportunity was to take the tropes of the category like product shots and recipes and make them fun.


– What steps did you take to bring “Celebrate with Stoli” to life?

We read everything we could about the company and their audience, which tends to be young and digitally savvy. We spent a lot of time looking at the kinds of micro moments of entertainment that are usually found in social channels. And we did some pretty elaborate type, color, grid and motion exploration.



– What are you most proud of?

How true the live site is to our original concept


– Is there a section that is your favorite?

I personally love the cocktails grid. No words, no signage or even really navigation. Just a beautiful array of drinks, beautifully animated.



– Last Q – Stoli Martini or Stoli Mule?

Stoli Mule. I’m a sucker for a metal cup

Check out the full release here.


Client: Stoli® Group

Ronald Ng, Chief Creative Officer, North America

Andrew Carlson, EVP, Head of Experience Design, North America

Jenny Awasano, VP, Group Creative Director

Tyler Forster, Associate Creative Director, Experience Design

Ian McAllister, Sr Copywriter

Eric Leighton, Sr Experience Designer

Michelle Lobien, Lead Experience Designer

Cathy Butler, EVP, Group Account Director

Martin Anderson, VP Account Director

Sarah Bernstein, Account Director

Jeff Jackson, VP/Group Dir, Project Management

Lauren Everett, Associate Director, Project Management

Courtney Duane, Associate Director, Project Management

Maarten Van Tjonger, Principal Software Engineer

Anh-Linh Trinh, Sr Creative Engineer



What are you waiting for? Go on and check out the new Stoli.com! 



Carlson_Andrew_0025 copy


Andrew Carlson is EVP, Head of Experience Design, North America