Exclusive: Moët Hennessy’s Belvedere Targets Organic Market With Infusions Flavor Line

With consumers increasingly gravitating to organic products and “better-for-you” offerings, Polish super-premium vodka brand Belvedere, part of the Moët Hennessy portfolio, is targeting the organic market with a new range of flavor-infused vodkas.

The Belvedere Organic Infusions range includes three expressions: Lemon & Basil with a touch of elderflower, Pear & Ginger with a drop of Linden Honey, and Blackberry & Lemongrass with a hint of sage (all 40% abv). They’re available now for purchase in store in Florida, Texas, and New Jersey, with New York and California following next month and Ohio in July. All will retail for $36 a 750-ml.

“Belvedere Organic Infusions are not only true to our long-standing practice of using the finest ingredients, but also propel the industry forward in crafting spirits that respect and honor nature in a more purposeful and sustainable way,” Allison Varone, vice president of emerging brands for Moët Hennessy, told SND. At approximately 400,000 cases in the U.S., Belvedere is the third-ranked super-premium vodka, behind Grey Goose and Cîroc, according to Impact Databank.

Belvedere Organic Infusions are launching under the brand’s Made With Nature platform, which the company says sets high standards both in terms of the product and its ingredients and the production methods behind them. For instance, from this year on, all new Belvedere products will be certified organic and the Belvedere distillery has a goal to run on 100% renewable energy by 2025. In the case of the Infusions, all the fruits, spices, and botanicals used for flavor are also certified organic.

In recent years, Belvedere has staked out territory in the competitive vodka market with its terroir-driven approach to the category. Its Single Estate Rye series, launched in 2018 with two expressions using grain grown in different areas of Poland, in particular has found success with consumers looking for vodka whose origin comes through in the glass.—Danny Sullivan

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