Exclusive | STI-France Sales Manager discusses the brand’s success and latest innovations

February 18, 2025

9 MILE Vodka is one of the fastest growing vodka brands in Germany. In this exclusive interview, we talk to Jean-Luc Colin, Sales Manager at STI-France, and look at the secrets behind the brand’s success, its commitment to sustainability, the innovation behind its premium pack, and its impact on expanding market share.

What were the main sources of inspiration for the design of this innovative packaging for 9 MILE vodka?

The design of this packaging was directly inspired by 9 MILE Vodka’s distinctive visual identity, in particular its iconic rock bottle. The aim was to create a premium pack that reflected the brand’s DNA while attracting new consumers. The choice of a 3-litre magnum with integrated LED lighting emphasises the premium aspect of the product. The addition of 4 highball glasses and a pump to serve the vodka enhances the user experience and makes this a unique offer on the market.

What were the main difficulties encountered in developing this pack and how did you overcome them?

One of the main challenges was to strike a balance between the visibility of the product and the strength of the packaging. The bottle was large and heavy (9kg), and required optimum protection while remaining well exposed. We opted for an EE flute corrugated board, offering both robustness and excellent print quality.

Another challenge was to design packaging that was functional despite the complexity and fragility of the contents. We developed a structure that firmly holds the bottle and glasses in place, while remaining easy to transport thanks to integrated handles. To simplify the packaging process, the outer packaging consists of a single piece and only five additional elements are needed to secure the glasses inside.

How does this packaging stand out in the market and what impact has it had on the brand in terms of sales or brand awareness?

This packaging stands out thanks to its bold, premium design, highlighting the bottle and its LED lighting. The combination of an aesthetic design and a functional solution makes this a unique product that immediately grabs consumers’ attention.

In terms of impact, the pack has helped to raise awareness of 9 MILE Vodka and broaden its customer base. Not only has it enhanced the premium perception of the brand, it has also boosted sales by offering a differentiated experience that appeals to vodka lovers and collectors alike.

How does this project reflect your company’s commitment to sustainable development and innovation in packaging?

This project is a perfect example of our commitment to sustainability and innovation. The packaging is made exclusively of recyclable corrugated cardboard, without plastic, which minimises its environmental impact.

We have also optimised the use of materials by reducing waste: instead of eliminating the cut-out parts for the viewing window, these are folded inwards to stabilise the products. What’s more, the design has been thought through with a view to rapid manual packaging and easy transport, thereby reducing the carbon footprint of logistics.

Thanks to this approach, we have succeeded in reconciling aesthetics, functionality and respect for the environment, making this packaging a real success story in terms of innovation and sustainability.

Find out more about 9 MILE