Belvedere launches a new platform that, it says, “anchors the brand in nature, reminding consumer that Belvedere is made with only Polska rye and purified water.
The new platform, Made with Nature, features “visually arresting” films in which sweeping images of Belvedere’s core ingreidents — rye, water and fire — convey the idea that simplicity of nature in its elemental forms can result in a rich vodka that imparts and unsurpassed taste and character. The films are debuting on brand channels.
Rodney Williams, CEO, Belvedere Vodka, says Belvedere is “regulated by a strict Polish appellation. In fact, Poland was the first country to appellate vodka the way France or Italy appellate wines. This dictates nothing can be added to our vodka.”
The new product, Belvedere Heritage 176, applies fire to rye before distillation. This “unlocks rich, bold taste. “Belvedre 176 is quite simply a taste of vodka’s past. Up until the 1890s, Polish vodka-makers relied on the old technique of malting rye. They used kiln-heating, which naturally revealed rich and distinctive flavors. Over time, these old traditions sadly faded out and vodka became more associated with flavor neutrality,” the company said.