Belvedere Sees Growth in U.S., Strong Investments Behind BrandNovember 30, 2012
Moët Hennessy USA’s Belvedere vodka has seen strong progress in the U.S. of late, largely because of its vibrant flavor line. The brand’s U.S. volume was up 10% to 435,000 cases last year, according to Impact Databank.
“We’ve been enjoying solid growth over the last three years due to a combination of innovation and growth on the core brand,” says Charles Gibb, president of Belvedere. “We’re excited about the performance of some of the innovations, particularly the flavors, but also Belvedere Unfiltered, which is a rye expression.”
Moët Hennessy launched a TV campaign in the U.S. for Belvedere—the brand’s first ever—before the Thanksgiving holiday. The commercials will air through Christmas, with a focus on the holidays and the brand’s history. The 15- and 30-second spots are playing on cable networks such as ESPN, ESPN2, Spike, Comedy, FX and E! Budget details for the campaign weren’t disclosed.
The company is also continuing its partnership with the (RED) charity for the second year in a row. A limited edition Belvedere bottle ($29.99 a 750-ml.) has hit the market, with 50% of sales benefiting the fight against HIV/AIDS in Africa. The effort also includes events happening this week in the U.S. leading up to tomorrow’s World Aids Day, and brand initiatives will take place in 35 countries around the world.
On the innovation front, Belvedere launched a Lemon Tea flavor extension this summer, targeting the afternoon consumption occasion. Distilled with black and green teas, ginger, chamomile, lemongrass, honey and lemon, the super-premium offering retails at $29.99, in line with the core brand. Lemon Tea has been performing well, particularly in the on-premise, says Gibb, and more brand extensions are currently in the pipeline.