Belvedere Vodka

Belvedere is one of the few Polish brands with a truly global reach. Today, it is part of LVMH (Louis Vuitton Moët Hennessy), the world’s largest luxury goods group. Until recently, Belvedere Vodka was viewed primarily as a super-premium cocktail ingredient, associated with the cosmopolitan nightlife of the world’s biggest cities. The task was to develop a communication that would position Belvedere, a Polish grain vodka, as a symbol of a unique experience rooted in traditional serving and drinking rituals. The brand aimed to become the first choice in the luxury spirits segment among international tourists.

A creative concept was developed along with a serving ritual for Belvedere Vodka that not only draws on traditional Polish hospitality, but also highlights the character of the spirit and its ingredients. The vodka is served on a birch-wood board embedded with acrylic resin, accompanied by a piece of bread baked from the same barley used in its production and a pinch of salt from Wieliczka. The Polish Welcomes initiative was initially launched in Kraków, in top restaurants frequently visited by international tourists. Over time, the project expanded to additional cities: Warsaw, Gdańsk, Poznań and Wrocław.