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Stoli Vodka and Maserati MSG Racing take sustainability to the fast lane


Mzansi showed up in great numbers to enjoy the Sun, Stoli and Cars driving at high speeds whilst still being sustainable! Early this year Stoli Group, a global ultra-luxury spirits and wines company, announced Stoli Vodka partnering with Maserati MSG Racing for the 2023 E-prix.



The Mother City really showed what it was made of on the 25th of February, by welcoming the Formula- E family to its streets. We sat down with the Managing Director of Firebrands Carolina Van der Horst and asked her some questions.


Do you think that the event was successful?

The Cape Town E-Prix was a great success from a Stoli Vodka perspective, of course we would have loved for the weekend to have culminated in a win for Maserati MSG Racing but Max qualifying in P2 was a step in the right direction. It was a great opportunity to communicate Stoli’s key partnership pillars and showcase the incredible Stoli Group portfolio.


Stoli has a vison and mission to establish the most powerful and sustainable ultra-luxury spirits and wines portfolio by 2025. To that end, we are thrilled to sponsor Maserati MSG Racing and are proud to have a partner that boldly matches our sustainability vision in innovative ways, and on multiple fronts.

What was your favourite part of the event?

My favourite part was seeing our guests enjoying the event and the afterparty. Because it was the first time we did not know what to expect but it was a great success and we already have ideas for next year. We definitely want to expand competitions and collaborations with the On and Off Trade so that more Stoli consumers will be able to enjoy the race.


How do you think Cape Town performed?

Cape Town is called the Mother City for a reason. The location of the race with Table Mountain and the ocean as a backdrop is epic. The course proved to be fast enough to break records and the city was buzzing with excitement weeks prior to the race. In my opinion Cape Town is the best location in the world. Despite the obvious lack of electricity due to loadshedding, all efforts were made by the City of Cape Town to organise a flawless event. The focus on sustainable energy has been amazing and the sun was shining bright during the race. I think it made us all realise that South Africa has enormous potential for producing sustainable energy.


Why is LGBQT+ so important to the Stoli?


We have been involved in LGBTQ+ community advocacy for quite a while, but it was in 2013 when Putin declared that he was banning homosexuality in the USSR that we immediately came out and said that this was completely unacceptable and that we would stand against it.

This stance strengthened our relationship with the Harvey Milk Foundation, and led to the creation of our create the Stoli Harvey Milk Limited Edition Bottle, the proceeds of which support the not-for-profit’s mission of equality and acceptance. We seek to work with LGBTQ+ ambassadors because we understand the importance of ensuring that the community is visibly represented as much as possible both within our motorsports partnership and wider Stoli Group activity.


What's your Favourite Stoli Cocktail?

That’s a very difficult question but I must say that I love a Stoli Pornstar Martini. Made with Stoli Vanil, fresh South African granadilla and a shot of Prosecco on the side.




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