You will be redirected back to your article in seconds

Belvedere Vodka Backs James Bond Film ‘Spectre’

James Bond’s shaken, not stirred martini will be made with Belvedere Vodka in the British spy’s next film, “Spectre.”

The Polish spirits brand will back the new film with a considerable marketing campaign — its largest ever for a film, and most expensive global effort to promote its vodka, the company said.

Vodka maker Smirnoff had previously been featured in the 007 series. It was the first vodka brand to appear in the Bond films, starting with “Dr. No” in 1962. Finlandia also has appeared in the films.

The company behind Bond’s beverage of choice is considered a small but important role in the series — and one that a marketer can use to its advantage — given that the Vesper martini has been featured in most of the 23 films of the franchise. “Spectre” is the 24th.

Belvedere’s campaign will include PR, events and traditional advertising, including TV, in-theater and digital ads.

The company also will create a limited number of bottles that replace the iconic palace on its label with the M16 spy headquarters. The building will be prominently featured in “Spectre,” as it has been throughout the Bond franchise. The blue stamp on the bottle will also be turned green.

Another, the “007 Silver Saber,” will be a metal bottle that lights up with LEDs.

Beverage brands have long provided marketing dollars to the Bond films, especially beer maker Heineken over the years.

Heineken will return for “Spectre,” with Craig expected to star in a new ad for the company.

The Dutch company spent $3 million in product placement fees to be part of “Skyfall,” and an additional $45 million in marketing support, according to sources.

The new deal with Belevedere involves the vodka category only, and does not prevent Sony Pictures from bringing in other partners for other beverage categories, the way it also had Macallan whiskey in the previous film.

Belvedere made the announcement of the partnership with “Spectre” on Tuesday.

“Spectre” is filming now in the United Kingdom before moving to Austria and Mexico City.

More Biz

  • Ridiculous Six

    Netflix Benefits From Changes in New Mexico's Production Incentives

    When New Mexico’s new governor, Democrat Michelle Lujan Grisham, signed SB2 in late March, the headline was that it more than doubled the annual cap on the state’s 25%- to 30%-per-project refundable film and TV tax credit, from $50 million to $110 million.  Arguably more noteworthy, however, was the new law’s provision that the cap [...]

  • Gabrielle Union Marketing Summit

    Listen: How Gabrielle Union Bet on Herself and Changed Her Brand

    Actress Gabrielle Union said she was nearly 17 years past the expiration date of her mass appeal when she got the brand partnership of her dreams. “They tell you that after 26, ‘Honey, hang it up,'” Union said on the latest episode of the Variety podcast “Strictly Business.” The episode was recorded during a keynote [...]

  • Spotify logo is presented on a

    Spotify Sued by India’s Oldest Label, Will Remove Catalog From Platform

    Just weeks after Spotify launched in India without securing rights from Warner/Chappell Music Publishing, it is being sued by the country’s oldest record label, Saregama, and will remove that company’s 120,000-song catalog from its platform within 10 days, according to reports in Inc42 and Music Business Worldwide. The streaming giant had approached the label for [...]

  • DJ Mormile and Jeff Burroughs Def

    Def Jam Appoints DJ Mormile, Jeff Burroughs to Senior Posts

    Def Jam Recordings has appointed industry veterans DJ Mormile and Jeff Burroughs (pictured above, right and left, respectively) to senior executive roles in its Los Angeles and New York offices, respectively. The announcement was made today by label Chairman & CEO Paul Rosenberg. Mormile — the L.A.-based manager who counts producer Mike Will Made It and [...]

  • DJ Mustard Signs With Sony/ATV Music

    DJ Mustard Signs With Sony/ATV Music Publishing (EXCLUSIVE)

    Sony/ATV Music Publishing has signed Grammy-winning songwriter, artist and producer Mustard to a worldwide deal. The Los Angeles-based hitmaker has worked with artists including YG, Rihanna, 2 Chainz, Drake, Migos, Chris Brown, Nipsey Hussle, Big Sean and many others, and won Best R&B Song at this year’s Grammy Awards for co-writing Ella Mai’s smash single [...]

  • NFL-Sunday-Ticket-DIRECTV

    AT&T CEO Expects DirecTV to Keep NFL Sunday Ticket Exclusively

    AT&T believes it will hang on to DirecTV’s exclusive rights for the NFL Sunday Ticket, even as the league has said it’s considering ending the satellite operator’s exclusivity to extend the out-of-home games package to streaming platforms. “The exclusivity [of Sunday Ticket] should remain as we go forward on DirecTV,” AT&T CEO and chairman Randall [...]

  • Pandora Acquisition Bites Into SiriusXM’s First-Quarter

    Pandora Acquisition Bites Into SiriusXM’s First-Quarter Profits

    SiriusXM today announced first quarter 2019 operating and financial results — the first since the company completed its acquisition of Pandora Media on Feb. 1 — and its quarterly profit was down 44% from the previous year. It attributed that drop to approximately $76 million of acquisition and other costs related to the Pandora deal, a $31 million one-time benefit [...]

More From Our Brands

Access exclusive content