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stoli opens hotel (34.09915438284843 , -118.32889080047607) Stolichnaya vodka is another example of a brand creating a three dimensional experience in the real world.

This Wednesday, Stolichnaya vodka will open the Stoli “hotel” in LA, not a permanent fixture, but a pop-up venue inspired by the Hotel Moscova; the hotel shown on the vodka brand's bottle. The 10,000 sq ft venue has a bar, guest rooms, an elite suite for VIPs and design wise combines the vodka’s Russian roots and heritage with modern elements.

The venue will be used for DJ nights, film opening after parties and magazine events (GQ, InStyle and Playboy).

For those interested in checking it out, the hotel is located at 1555 Ivar Ave Hollywood, CA 90028

The hotel will “travel” to Chicago, New York and Miami and there will also be a website.

This idea is a step-up from the usual drinks brand sponsorship of events. The pop-up hotel gives Stoli greater control over the experience and allows for endless branding opportunities.

Yesterday, beverage giant Diageo, held an annual investors conference, where it into considerable detail about all aspects of its global business.

Marketing got a seat at the top table and considerable time and attention to explaining the company’s thinking about the new environment and how it’s responding to the challenges.

4 things emerged from the presentation.

1. The company clearly understands the new challenges of the marketplace.


2. It has a new marketing model.



3. It knows the implications.


4. It’s acting on it.

Diageo is be forging ahead of its competition with marketing innovations in viral, digital and experience based platforms. The work for Smirnoff Iced Tea received special recognition; according to Diageo’s data, the viral “Tea Party” film generated 3 million+ internet views and 48 million PR media impressions.