Belvedere Vodka Presents Gabbriette And Belvedere Dirty Brew In ‘The Dirty Hour’

Do you know what time it is?

This October, Belvedere Dirty Brew and Gabbriette are setting the clock to introduce Dirty Hour: a bold campaign that brings cocktail culture into a fashion-led universe, with a distinctly Belvedere treatment: unexpected, irreverent and unapologetically expressive.

Across three films and a series of stills, fashion icon and cultural force Gabbriette takes on three signature Belvedere Dirty Brew serves: the Dirty Espresso Martini, Dirty Affogato and Dirty Latte. Each comes to life in a world where refinement gets a little messy, elegance comes with an edge, and familiar rituals take a different turn.

Welcome to Dirty Hour.

NOT QUITE COFFEE, NOT QUITE VODKA, NOT WHAT YOU WERE EXPECTING.

Belvedere Dirty Brew was unconventional from the start. Combining organic rye vodka with the taste of roasted organic robusta coffee beans, it creates a rich and refined flavour profile that reimagines coffee-inspired indulgence. The name ‘Dirty Brew’ reflects its provocative nature, evoking the brewing process that expertly transforms raw ingredients into something distinctive and complex, while paying homage to the cheeky irreverence of the ‘dirty coffee’ technique, which involves adding a shot of espresso to a lighter-coloured drink. Rich and layered, it brings roasted coffee and decadent toffee notes together with a soft, velvety finish.

Not quite coffee. Not quite vodka. And entirely unexpected. When it came to creating a world around Dirty Brew, convention was never the brief. Dirty Hour brings that distinctive character to life through a world of its own.

DIRTY HOUR PLAYS WITH CONTRAST AT EVERY TURN

Sleek styling is offset by spontaneous gestures; high-fashion codes collide with familiar cocktail-making rituals, punctuated by visual twists. Glasses pile up. Coffee beans scatter. Ice catches the light. At the centre of it all, Gabbriette sets the tone. Call it a little disruption. Belvedere calls it having style. Add a wink and carry on.

That same high-low aesthetic runs through the films and stills, pairing considered compositions with a more unrestrained visual language. Percussive beats and layered sound design accompany dynamic zooms and close-up details, lending the imagery an ASMR-inspired quality. Coffee, ice, milk and Dirty Brew become elements of a richly textured visual composition. With Gabbriette at its centre, Dirty Hour brings spontaneity and precision together in a trio of signature cocktails with distinctive roasted coffee notes.

GABBRIETTE SERVED IT DIRTY

Gabbriette’s signature lies in the tension between seemingly opposing worlds, where feminine allure meets rebellious sophistication. Her unmistakable aesthetic, shaped by her punk-rock beginnings with Nasty Cherry and underground culture, brings a subversive edge to the refined world of Dirty Hour. Just as she challenges established codes of beauty and fashion, Belvedere Dirty Brew brings that same instinct to the pairing of vodka and roasted coffee flavour.

Gabbriette brings an unapologetic kind of chic. She doesn’t follow a formula; she makes it her own. That attitude resonates with Belvedere’s drive to approach familiar things from a different angle. Together, they make Dirty Hour unmistakable.

Reflecting on the campaign, Gabbriette says: “What I liked about working with Belvedere on Dirty Hour is that we could take something familiar and give it a completely different point of view. I’ve always been drawn to things that have a bit of tension to them, where elegance meets something darker, or something refined has a little edge. Dirty Brew has that same sensibility. The combination of vodka and roasted coffee taste feels unexpected, but it works in a way that feels totally natural to me. And I love that Dirty Hour is less about following a set of rules and more about making the moment your own.”

On her signature serve, she adds: “My drink of choice has to be the Dirty Espresso Martini. Rich and intense, it gives a modern twist to a classic. I wouldn’t change a thing”.

THREE WAYS TO SERVE IT DIRTY

The Dirty Espresso Martini reimagines a classic through a Belvedere Dirty Brew lens. Espresso and Belvedere Dirty Brew come together in a considered balance of barista precision and irreverent visual language. A familiar ritual, recast with an irreverent edge.

The Dirty Affogato takes dessert behind the bar. Ice cream and Belvedere Dirty Brew bring cocktail and dessert culture together, pairing creamy textures and roasted coffee notes with a dark, sophisticated aesthetic.

The Dirty Latte plays it cooler. Belvedere Dirty Brew, creamy oat milk and ice frame Gabbriette in a composition that turns the softest-looking serve into the sharpest visual statement: smooth, with an edge.