• by Erik Oster , April 25, 2024

Belvedere Vodka is going big to celebrate the introduction of its Belvedere 10 luxury extension.

The new vodka line, purportedly named for its 10-step creation process, is available in retailers nationally. Housed within a white bottle with chiseled facets to give it a diamond-like appearance (which the brand says is in tribute to the organic Diamond Rye used to make the spirit), it is being sold for a budget-busting $150 per 750mL bottle.

The brand -- distributed by luxury conglomerate LVMH -- launched a global campaign for Belvedere 10, starring Grammy-winning musician Future and directed by Oscar-winning filmmaker Taika Waititi. Taking inspiration from Belvedere 10’s bold packaging, the effort goes for opulent visuals to match the luxury aesthetic, featuring two white ‘70s Rolls Royces, crocodile boots and a dilapidated hacienda turned nightclub.

In addition to Future and Waititi -- who also appears in the hero ad as a New Zealand cowboy --  the campaign was styled by Vogue Australia Editor in Chief Christine Centenera, and includes photography by Atiba Jefferson, known as a premiere skateboard photographer. The campaign's original soundtrack was curated by frequent Future collaborator and fellow Grammy-winner  ATL Jacob.

The director’s cut of the ad runs around three minutes, and employs a cinematic approach, following Future as he searches out the Belvedere 10 and squares off with Waititi. It also includes a short gag reel from Future’s scene with Waititi at the conclusion of the ad, which apparently eschews a tagline in introducing the brand.

Leveraging celebrity appearances in its advertising is not new for Belvedere, nor is the partnership with Waititi. The director helmed an ad for the vodka brand starring a former James Bond, Daniel Craig, in 2022.