The world’s first super premium luxury vodka, Belvedere Vodka, is thrilled to announce an extension to their highly successful Know The Difference campaign, titled Unlearn / Relearn. This campaign allows consumers to rediscover the flavor and taste of a high quality vodka, while debunking myths that have previously surrounded the vodka category. Consumers have been misled to believe this clear spirit should be tasteless, colorless and odorless. In contrast a high quality vodka is one of the smoothest and best tasting spirits when it uses the finest ingredients and hails from a long history of vodka making tradition.
Belvedere Vodka is born of over 600 years of Polish Vodka making tradition using only three perfect ingredients: Rye, Water and Character. Made entirely from Polish Dankowskie Gold Rye and blended with water from its own pristine source, Belvedere’s taste profile is distinctively soft with a subtle sweetness and smooth, clean finish. Belvedere’s distinctive character and uncompromising integrity are recognized internationally by discriminating vodka enthusiasts, who appreciate it’s all natural, additive free character in a martini, on the rocks or in a cocktail.
Belvedere’s Know The Difference campaign will educate consumers to take a stand and enable vodka drinkers to make an informed decision through the campaign’s extension of Unlearn / Relearn. Belvedere is excited to lead this movement for all vodkas of quality and substance with an extended campaign including TV and digital advertising on July 15th.
Belvedere will invite consumers to challenge Vodka myths and invite them to Know The Difference with two executions:
Unlearn tasteless, odorless, colorless. Relearn rye, water, character.
Unlearn can I buy you a drink. Relearn can I buy you a martini.
“This campaign extension speaks to the brand’s identity and heritage while showcasing the quality and character of Belvedere. We are encouraging consumers to learn more about what they are drinking and not compromise on the standard of their vodka,” says Charles Gibb, President of Belvedere Vodka.
Additionally, Belvedere has created original video content which will live on their website and YouTube titled, “Characters Of The Night.” The first three videos will give consumers an inside look on vodka perceptions from mixologists speaking about cocktail culture to the simplicity of the Martini and why Belvedere is the key ingredient.
Unlearn Complicated. Relearn Simplicity.
Unlearn Diluted. Relearn On the Rocks
Unlearn Flavorless, Colorless, Odorless Vodka. Relearn Rye, Water, Character.
ABOUT BELVEDERE VODKA
First introduced to North America in 1996, Belvedere’s distinctive character and uncompromising integrity are recognized internationally by discriminating vodka enthusiasts, who appreciate its all-natural, additive-free character. Made entirely from Dankowskie Rye and blended with water from its own pristine source, Belvedere Vodka’s taste profile is distinctively soft with a subtle sweetness and naturally smooth, clean finish.
In 2012, Belvedere introduced Lemon Tea to its award-winning flavor collection (Pink Grapefruit, Citrus, Orange, Black Raspberry, Bloody Mary). Lemon Tea is the second vodka made to a drink from Belvedere and is distilled with eight exceptional ingredients including black & green teas, ginger, chamomile, lemongrass, honey and lemon; resulting in a refreshing and vibrant vodka. A simple addition of iced tea or lemonade also turns a Belvedere Lemon Tea into a delectable cocktail for poolside lounging or beach party.
In 2011, Belvedere Vodka partnered with (RED)TM to launch BELVEDERE (PRODUCT)RED – a Special Edition Bottle that raises proceeds for the Global Fund, the world’s leading financier of programs to fight HIV/AIDS in Africa. 50% of profits from the global sale of every (BELVEDERE)RED Special Edition bottle will be contributed to the Global Fund. The (BELVEDERE)RED Special Edition bottle delivers a clear, succinct message: Buy (BELVEDERE)RED, Give (BELVEDERE)RED, and with your purchase, generate funds which help fight AIDS and save lives.
Belvedere Unfiltered created from 100% rare Dankowskie Diamond Rye completes the super premium vodka collection.
Throughout 2013 Belvedere Vodka accumulated 23 medals and trophies, including five gold medals for Belvedere Citrus, Belvedere Unfiltered and Belvedere Vodka plus an overall Master for Belvedere Unfiltered from the Vodka Masters. Currently, Belvedere Vodka is the most awarded vodka throughout the history of the Vodka Masters. The world’s first super premium vodka has also received two trophies and two gold medals by the International Spirits Challenge and five gold medals for Best Vodka from TheFiftyBest.com.