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Belvedere Extends Concept Of Vodka Terroir With Heritage 176 Release

September 14, 2020

Moët Hennessy-owned Belvedere has long looked to differentiate itself by bringing the concept of terroir to the vodka category. Now the brand is introducing its new Heritage 176 expression and a “Made With Nature” platform, highlighting its Polish origins and craftsmanship.

Heritage 176 is rolling out across 20 U.S. markets, retailing at $35 a 750-ml. The new offering nods to the 19th century practice of malting rye by kiln-heating—which Belvedere says unlocks distinctive flavors in the resulting liquid—with its distillers applying fire to malt the rye before distillation. It’s intended to be served over ice with a lemon twist. “The concept that vodka can come from different ‘terroirs’ is still very new but is clearly exciting for spirits connoisseurs,” says Allison Varone, vice president of Belvedere in the U.S. Varone adds that the brand’s existing Single Estate Rye expressions continue to gain traction and are also furthering the idea of terroir in the category.

In tandem with Heritage 176, Belvedere is launching 15- and 30-second spots under the Made With Nature platform touting its “simple ingredients, zero additives, mastery in crafting rye to impart distinct taste,” and dedication to the environment. The Belvedere distillery has set a goal to run on 100% renewable energy by 2025. The brand has U.S. volume of approximately 400,000 cases.

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