Reaffirming the brand’s leadership in the ultra-premium Spirits segment while supporting the “Made with Nature” concept and expanding “Beyond Vodka”
Belvedere is the world’s first luxury vodka. It is made exclusively from Dankowski rye and produced on an estate located in Zyrardów, Poland. It is the product of a tradition that has been ongoing for over 6 centuries, dating back to 1405. Small and confidential, the Polmos Żyrardów distillery, which makes Belvedere, prides itself in delivering a signature vodka that maintains a consistently excellent quality. Belvedere vodka is made from fire-distilled rye and water, and contains no additives, sugar or glycerin. The distillery has been recognized by the European Commission for its forward-looking sustainability agenda, which has reduced the company’s energy-related CO2 emissions by 42 percent since 2012. Belvedere’s CSR efforts underscore its “Made with Nature” concept, a platform that comprises its pledge to use only organic, pesticide-free rye, to revert to green energy sources, and to introduce sustainable packaging for its products.
Recently, Belvedere launched the Heritage 176, a new “expression” that features a 400-year-old twist on vodka made by first malting the rye to give the beverage a more pronounced flavor. Because it is made from malted rye and distilled to 92 percent (rather than 96 percent required for vodka), Heritage 176 cannot technically be called vodka. This was a first opportunity for the brand to expand into a product labeled “Beyond Vodka.”
IC was retained by Belvedere to handle its press and public relations activities in Italy. Our strategy focused on reaffirming the brand’s leadership in the ultra-premium Spirits sector, supporting new launches including that of “Beyond Vodka”, creating immersive experiences, promoting the Belvedere Collective – a select group of expert mixologists and Brand Ambassadors in Italy – as well as consolidating the brand’s positioning as thevodka of choice for all occasions and seasons.
The communication strategy for Belvedere was based on a multi-channel integrated approach with a strong digital focus. Our objectives were to increase visibility, brand appreciation and word-of-mouth in Italy, as well as drive traffic and sell-through by promoting launches and key products consistent with the brand’s marketing plan.
We worked closely with Belvedere’s Marketing Department to develop inspiring storytelling focused on “Made with Nature” and targeted pitches aimed at both corporate and lifestyle media. We organized launches of different product lines, corporate interviews with Belvedere spokespersons, immersive media and digital events and one-on-one media meetings to secure prominent dedicated features. We also organized a press presentation in a well-chosen venue in the heart of Milan to launch the new reference Heritage 176 and promote the transition to “Beyond Vodka.”
We pitched product placements, mixology stories and creative narratives, receiving positive feedback and increasing interest in Belvedere vodka and its inspirational “Made with Nature” concept.
Thanks to our privileged and long-standing relationship to top tier media, we secured stories in prominent publications in corporate and lifestyle media, including Io Donna, Elle, Vogue.it, Vanity Fair, Wall Street Italia, La Cucina Italiana, Gentleman and Food & Beverage, improving public engagement with the brand. We increased the brand’s exposure in print, online and social media, positioning Belvedere as leader in the “Made with Nature” experience, and establishing and strengthening relationships between the brand, key editors and opinion leaders at the most effective levels.