Notorious Beam Team

Really interesting observation from Alcademic's brilliant blog about the launch of Belvedere IX and their on premise strategy:

"It wasn't until the new Belvedere IX product launched that I noticed the marketing switcheroo happening with some ultra-premium vodkas. For a while, Belvedere has been running those Terry Richardson photos with Vincent Gallo portraying Belvedere as the vodka of choice for downtown young rich partiers. It was clear they were trying to modernize their image away from a stuffy, "important" vodka into a fun one.

Then they launched Belvedere IX, a product enhanced with ginseng, guarana, acai, and other herbal uppers. Not only is this clearly aimed at the nightclub market, the initial release was only in nightclubs. I love the bottle, but was surprised at the approach.

It finally occurred to me that the marketing strategy was to overtake Grey Goose as the club vodka of choice. I don't know the actual numbers, but Grey Goose is probably 90% of all bottle service sales. The Belvedere photo above looks more like it's taking place in a diner than the VIP booth at a club, but the parallels are there. And this product may be the first ultra-premium "enhanced" vodka, or at least the first one with a strong unflavored ultra-premium vodka behind it."

It's going to be fascinating to see if this catches on at. Grey Goose, as Alcademic's observes seem to have switched their focus to the off trade. Strategically this makes a lot of sense given that the recession is driving people out of bars and into at home parties.

I am still struggling to cope with the look of IX. Is it me or does it look hideously cheap and tacky? But then again when was I appointed arbiter of good taste?

As ever, Luxist is on top of all the premium drinks launches and trends:

"Belvedere is introducing a new super-premium vodka made with nine special ingredients created to "embody the spirit of the night." Belvedere IX (right), which comes in glam-punk style black and pink graffiti-tagged bottle, will initially be available only in select nightclubs.

IX's nine key ingredients are ginseng, guarana, acai, ginger, sweet almond, jasmine, eucalyptus, cinnamon, and black cherry, "blended seamlessly to create a warm and enlivening note on the nose." The ingredients are individually distilled in micro-batches before being expertly blended with 100 proof Belvedere Vodka and artesian water.

IX is described as "bold and intricate with uplifting sweet spice followed by invigorating ginger warmth," and "smooth yet intense, with menthol complexity tempered by sweet almond and jasmine undercurrents," finishing with "a characteristic Belvedere flourish of vanilla and white pepper."

The bottle's distinctive design is the result of a collaboration with artist and fashion designer Andre Saraiva. It's inspired by Saraiva's iconic graffiti seen on the streets of Paris since the late 1980s. Described by Sam Keller, director of Art Basel Miami Beach, as a "social alchemist," Saraiva also co-owns Paris' Le Baron nightclub."

Also, have a look at Spirit Me Away's review here.