100 proof vodka + belvedere = a lot of drunk tweeting
Moët Hennessy Asia Pacific has announced the launch of Belvedere Intense, hailed by the company as the first-ever luxury 100 proof vodka.
From next month, Belvedere Intense will be available exclusively through travel retail at leading international airports including London Heathrow Terminal 5, Paris Charles de Gaulle, Warsaw Frederic Chopin, Hong Kong International, Singapore Changi, Sydney, New York JFK and Buenos Aires Ezeiza.
Available in a 1-litre size (RRP €45) only, Belvedere Intense is described as being ideal for creating cocktails. Full bodied and smooth, it has an intense aroma with notes of crème caramel, dark savoury spice, and rich bitter chocolate.
Belvedere Intense is double filtered through charcoal, resulting in an increased alcohol content (50% abv) that accentuates the notes and texture of the vodka.
Encased in a glossy black glass bottle with silver foil trees and a pale grey palace on the front, the packaging of Belvedere Intense is a departure from the brand’s signature frosty white bottle.
The company plans to first gain awareness and trial through this period of exclusivity in order to reach “an internationally mobile clientele with high awareness of luxury brands”.
It added: “There is a proven consumer desire for higher proof spirits and we felt that it was time we offered a luxury option within the vodka category.
“We believe that the addition of the 100 proof vodka to our existing line-up sufficiently meets current consumer needs, but we have a passion for innovation and we remain dedicated to bringing exciting, new products to new and existing Belvedere consumers.”