A label with the words “Polska Wódka” (Polish Vodka) seals the cork of each Belvedere Vodka bottle.
Belvedere is a luxury vodka; a sort of Rolls–Royce in the world of spirits.
It’s manufactured in Poland following “traditions dating back 600 years.”
For a long time it was owned by the Polish government but now is the property of one of the world’s biggest luxury brand companies based in Paris.
Here’s the scoop:
1994 American Edward Jay Phillips establishes the Millennium Import Company and licenses and markets Polish-made “luxury vodkas” Belvedere and Chopin in the United States.
2001 The Polish government announces that it is privatizing its distilleries.
Phillips raises capital to purchase Belvedere from the Polish government.
2005 Louis Vuitton Moët Hennessy (LVMH), a French luxury goods company which also owns Marc Jacobs, Givenchy, Fendi, Donna Karan and Louis Vuitton, buys Belvedere from Millennium.
An interesting note, 42% of LVMH is owned by another Paris based company – Christian Dior S.A. (more commonly known as Dior)
In 2008 Belvedere hired New York based advertising agency Berlin Cameron United to initiate a $24 million dollar marketing makeover.
The agency enlisted controversial photographer Terry Richardson, world-renowned stylists Christopher Niquet and cultural agent provocateur actor Vincent Gallo.
What resulted was the “Luxury Reborn” campaign – one of the coolest advertising campaigns ever.
Here photographer Terry Richardson speaks about the shoot and how he started off: