Belvedere targets booming vodka segment

The activity, which begins in August, includes aggressive point-of-sale marketing and PR events, as well as an extensive website revamp due in September.

While spirits as a category have lost ground to wine in Hong Kong - following the abolition of the wine tax in April - vodka  is showing 17 per cent growth year on year, due to the growing popularity of vodka-based cocktails. Premium vodka accounts for about 10 per cent of sales volume in the vodka sector. It is a highly competitive and lucrative segment, with Belvedere up against brands such as Grey Goose and Pravda.

Creative work for the campaign is by Berlin Cameron United New York. Belvedere is also introducing a serving ritual using an ice dagger designed by Jade Jagger.

Elvina Tsun, senior marketing manager for Moët-Hennessy spirits brands in Hong Kong, said the brand had decided against using a traditional media approach. “For luxury marketing, highly targeted media channels are by far the best way of reaching our customers,” she said. “Belvedere drinkers are people accustomed to luxury, so the pressure is on us to find ways to delight them.”

She added that the website would target professionals with a large disposable income. “Print ads are too static and don’t communicate our brand personality.”

Zenith handles Belvedere’s media in Hong Kong.