When it comes to innovation, Charles Gibb, president of Belvedere Vodka, knows how important it is to do something new and different. That approach helped the company to develop its newest variety, Bloody Mary flavored vodka.
While many flavored vodkas are formulated around sweet combinations, Belvedere wanted its focus to be on something different.
“We said, ‘Let’s do something different and let’s focus on the classic vodka cocktail of a Bloody Mary,’” he says.
Gibb adds that the company wanted to find new ways for consumers to be able to use and have fun with the brand.
And the company had fun with the new product with several launch parties including ones with “Chelsea Lately” talk show host Chelsea Handler. Handler and several panelists from her talk show were on hand at restaurant Mercat a la Planxa in Chicago last month for a brunch that featured different cocktails with Belvedere Bloody Mary.
Cocktails included the Belvedere Mary Me Honey, which includes Belvedere Bloody Mary, grapefruit juice, honey, lemon juice and orange bitters. And of course you can’t forget the classic vodka cocktail that Gibb mentioned before. The Belvedere Very Mary contains Belvedere Bloody Mary, tomato juice, merlot, Worcestershire sauce and Tabasco.
But what is turning out to be its signature cocktail, Gibb says, is the Belvedere Pineapple Mary, which is composed with Belvedere Bloody Mary, pineapple juice, lime juice, orange bitter and smoked paprika.
“It’s pineapple juice and Belvedere Bloody Mary, and then you get that sweet and sour combination, which is quite fun,” he says.
Whatever your taste preference is, it seems as though Belvedere is finding ways to keep the flavored vodka category fun and exciting.