When “luxury culture” becomes the norm, it’s time to overthrow the order. So when Belvedere, the first luxury vodka in the US, was replaced by Grey Goose on the tables of celebrities and the hedge fund set, we repositioned the brand by collaborating with the creative downtown class to produce works of genuine originality and incomparable experiences, driving a new brand culture as “Luxury reborn.” Our collaborations included the successful launch of “Belvedere 1X,” in collaboration with famed Parisian graffiti artist André, and a multichannel campaign and experiences to launch Macerated, in partnership with musician Estelle and luxury accessory designer Jonathan Kelsey. Ultimately, Belvedere regained its position as the choice of the discerning downtown class. No doubt the hedge fund set will soon catch on.


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BeverageXavier LiIntegrated