Notorious Beam Team

"Extravagant Nightclub Experience and $250,000 Bejeweled 'Jagger Dagger' Debuts NEW YORK, April 15 /PRNewswire/ -- Launching this spring, the ultimate expression of "Luxury Reborn" is the Jade Jagger for Belvedere collaboration, composed of an extravagant nightclub ritual and the exclusive "Jagger Dagger." With this new initiative, Belvedere is further established as the hottest vodka -- smooth, creamy, peppery and brimming with the energy of the night.

The fabulous "Jagger Dagger," designed by rock 'n' roll legacy andcelebrated jewelry designer Jade Jagger, boasts an 18-carat white gold hiltstudded with 12 carats of brilliant-cut diamonds, 42 stunning pieces ofpale sapphire and is inlaid with a central blue lapis lazuli square sittingabove the blade. The Jagger Dagger's handle is bound with a twisted thread of white gold and crowned with a giant moonstone and lapis lazuli bead. A limited number of these ultimate ice daggers will be created, eachwith a retail value exceeding $250,000. The Jagger Dagger's blade iscrafted from mirror-polished carbon steel and adorned with an engraving ofthe delicate frosted tree branches that decorate the Belvedere bottleitself. These precious ice daggers will be sold at a select number ofworld-famous retailers, including Harrods in London. A range ofidentical-looking daggers-studded with 12 carats of white topaz, 42 piecesof stunning aquamarine and valued at $10,000 each -- will also be availableat exclusive retailers for trendsetting party-goers wanting to enjoyBelvedere's "Jagger Dagger" experience for themselves. "I was excited when Belvedere asked me to design this ice pick forthem," says Jade Jagger. "I drew my inspiration from medieval daggers andworked with the finest stones to create the pieces, which are fun and workto bring a pure experience to enjoying vodka."

The "Jagger Dagger" will be part of an extravagant and outrageous experience when a magnum of Belvedere is ordered at select exclusive nightclubs. Currently a trend in top European night spots, revelers can nowenjoy their Belvedere cocktails with chiseled chunks of hand-cracked ice, increasingly in demand among discerning vodka drinks. The irregularsurfaces of hand-cracked ice melt down more slowly than traditionalevenly-shaped ice cubes, keeping the vodka cold without diluting its rich taste and potency. The ritual is completed with a giant block of ice andtableside ice-picking service with the bejeweled "Jagger Dagger," providedby servers suited in Jagger's Jezebel collection. This exclusive experiencewill be available at top nightclubs around the globe -- including 1OAK inNew York, Crystal in London and VIP in Paris. "We are extremely excited about collaborating with Jade Jagger and thecreation of the Jagger Dagger," says Sergio Dias, president, BelvedereVodka. "Belvedere continues to embody true luxury and the Jagger Dagger Experience is the ultimate expression of Belvedere's commitment toinnovation that no other super-premium vodka brand can offer.

With the Jagger Dagger, we are offering consumers a unique experience that can befound nowhere else." The Jade Jagger for Belvedere collaboration launches this spring with aseries of star-studded events in the world's party capitals, starting inMumbai then moving on to New York and Los Angeles, London, Cannes (during the film festival) and ending in Ibiza during the height of party season.Jade Jagger will be in attendance at all events, along with guests chosenfrom her glamorous circle and musicians, photographers, celebrities,designers and models. About Jade Jagger Jade Jagger is the embodiment of today's true style leaders. Having carved a feted reputation as an artist, creative director and visionary jeweler, Jade Jagger was appointed creative director at Garrard, the Royaljewelers, where her dedication and design innovation saw her reach a newgeneration by revolutionizing the company's creative communication. Jade Jagger currently resides in London and Ibiza.

About the Terry Richardson Advertising Campaign The Jade Jagger for Belvedere collaboration follows the launch of thebrand's new advertising campaign, presenting Belvedere's message of LuxuryReborn to a wider public. The campaign was created and directed byavant-garde American photographer Terry Richardson. An ex-punk rockerturned fashion photographer extraordinaire, Richardson, like Jagger,embodies Belvedere's spirit of authentic artistry and luxury coupled with ago-anywhere social savvy. To mark the launch of the Jade Jagger forBelvedere collaboration, Terry has photographed Jade in a series ofstriking images, each of which will bring to life the downtown, luxury appeal of the collaboration."

This is being covered in all the newspapers and is a very clever way of getting publicity and talkability outside of the bar... but just as importantly is a great way of getting visibility and listings in luxury bars.