Stock shares its story with the students of the Master's in Brand Strategy and Management
News
IED Milano welcomes the Stock brand to the classroom
Date
11 February 2025
On February 10th, students from the Master's in Brand Strategy and Management at IED Milan hosted representatives from Stock for an exclusive presentation. The meeting was organized to launch the brief for a project that will come to fruition this spring, aiming to involve students in the development of part of the marketing plan for two brands in the portfolio.
Founded in 1884 in Trieste by Lionello Stock, the company is now part of Stock Spirits Group, a leader in the spirits industry in Central and Eastern Europe, boasting over 70 brands, including Keglevich, Limoncè, and Distillerie Franciacorta, all leaders in their respective categories. During the meeting, the two brands from the Stock family that will participate in the challenge were introduced: Limoncè and Clan Campbell whisky.
Matteo Ziliani, Brand Manager of Clan Campbell, shared the story of a market-leading whisky in France, with strong ambitions in Italy as well, thanks to its accessibility and smooth drinkability, as well as its self-ironic and fun communication tone, which sets it apart. Clan Campbell is a Scottish whisky that originates in Inveraray, where the Duke of Argyll, head of the Campbell clan and the face of the whisky, still resides.
Virginia Barberini, Marketing Manager of Limoncè, the leading brand in Italy in the post-meal limoncello category, discussed the brand’s relaunch journey, which is driven by a significant revision of the brand’s visual identity and the launch of an innovation in the aperitif world: Limoncè Aperitivo alla Siciliana, offering a refreshing alternative to the usual orange spritz.
The students from the Master’s program will work closely with the company to develop the assigned task, drawing from their academic background.
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