This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.
News
Robert De Niro co-creates new vodka brand
Legendary actor and entrepreneur Robert De Niro has co-created a new vodka brand called Vdka 6100.
Robert De Niro has launched a vodka brand – Vdka 6100 – in partnership with the Artisan Spirits Merchants
The Goodfellas and Taxi Driver star, who is also a hotel and restaurant investor, co-created the brand with Australian spirits company the Artisan Spirits Merchants (ASM).
Distilled in New Zealand using whey and spring water, Vdka 6100 is described as “a remarkably pure and smooth premium vodka with a global sensibility”.
Though the vodka had already been created by ASM, De Niro became involved in packaging and marketing discussions when he was first approached to front the brand in 2012.
Speaking to the Wall Street Journal, the actor said: “I was approached by some people who wanted to do a whole product campaign, which was a very tasteful, terrific idea.
“I said that I would be part of the whole thing but I just don’t want to say, ‘pay me, thank you, and goodbye.’”
Vodka 6100 sponsored the Tribeca Film Festival, which De Niro co-founded in 2002, and will be promoted through a series of digital compaigns.
It will also be sold in De Niro’s various hotels and restaurants.
“With all business ventures I get involved in, I want to be an active participant and I will do what I can from my side to support them,” added De Niro.