In a too-crowded spirits market, Belvedere vodka has the opportunity to remind consumers of its unrivaled distillation process.
To do so, Belvedere partners with the design icon Bouroullec Brothers to develop a distillation installation that's part art and part brand. This must -see mashup becomes a destination for bar-goers around popular nightspots.
The device, which is reminiscent of the iconic trees on the Belvedere bottle, sits on the bar as a symbol for the brand. When a customer orders a Belvedere drink, they see the Belvedere brand promise as experience. On it's journey from bottle to glass the vodka is distilled four times as it flows through four filtering stations. The "distiller," made out of beautiful Stuben-like glass, will be making a product superiority claim every time a consumer orders a drink.
To coincide with the in-bar experience, a web site will be created with a live webcam to view the distillation process and also to guide viewers to the installations next location.
To kick off the partnership between Belvedere and the Bouroullec's, we will hold a launch party on the roof of the Metropolitan Museum of Art in New York.
This spectacular venue is made even more so now that it includes Roxy Paine's 130 foot-long tree sculpture made of 10,000 pieces of stainless steel- and altered for the evening to represent the Belvedere tree.
ONLINE ENGAGEMENT
Consumers can follow and interact with the distillery installation experience.
OFFLINE ENGAGEMENT
Belvedere drinkers will be given an iconic experience with their order and also be given the spotlight as someone with premium taste. These settings provide an upscale event and inviting opportunity for buying belvedere.
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