Belvedere rolls out ‘all-natural’ focus

LVMH-owned Belvedere vodka is encouraging consumers to ditch the sugar with the launch of its “Be Natural” manifesto and the Belvedere Spritz Collection of cocktails.

Belvedere is focusing in naturalness with its collection of spritzes

Set to roll out globally, the Belvedere Spritz Collection is a series of 12 long drinks, each based on the local, seasonal and natural ingredients in different markets.

Each is designed to offer consumers a low-sugar, flavoursome cocktail that is simple to make.

“At Belvedere, we believe that being natural should flow into everything we do, and our new manifesto highlights our all-natural attitude, from the fresh local ingredients we select, to the agriculture partners we support, to the environmental impact we strive to reduce,” said Claire Smith Warner, head of spirit creation and mixology at Belvedere Vodka.

“As we keep our vodka simple and naturally full of flavour, our drinks should follow a similar recipe. The Belvedere Spritz Collection is the best embodiment of this philosophy, all low in sugar, all refreshing and delicious.”

Belvedere’s focus on simplicity celebrates its “natural roots”, says the brand. The vodka is produced in Poland from Dankowskie rye and water,with no sugar ever added, in line with the Polish geographical appellation.

The “hero” Belvedere Spritz is made with a naturally-flavoured modifier, topped with aromatised wine and tonic water, and finished with two fresh garnishes.

Belvedere’s “Be Natural” manifesto has 10 points including: “We source local ingredients where possible”, “We follow a minimalist recipe” and “Drinking responsibly means sweetening responsibly too”.

Both the Belvedere Spritz Collection and the “Be Natural” manifesto is launching in London today (7 March), with events planned for bartenders in markets including India and the US.

The Be Natural campaign marks a step change from previous Belvedere initiatives, which have included a long-running association with the James Bond franchise.