×

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.

Popular on Variety

More Biz

  • The Ringer Promotes Sean Fennessey, Mallory

    The Ringer Promotes Sean Fennessey, Mallory Rubin to Top Editorial Roles

    Mallory Rubin and Sean Fennessey have been promoted to top editorial posts at The Ringer, the pop culture and sports website and podcast network. Fennessey has been named chief content officer and Rubin has been named editor in chief. Both editors have been with The Ringer since it launched in 2016. Fennessey previously served as [...]

  • RihannaFenty Beauty By Rihanna Launch, Madrid,

    Rihanna's Diamond Ball Will Honor Activist Shaun King, Barbados Prime Minister Mia Mottley

    Barbados Prime Minister Mia Mottley and civil rights activist Shaun King will receive this year’s Diamond Ball Award at Rihanna’s fifth annual Diamond Ball, which will also feature performances from Pharrell and DJ Khaled. “I can’t imagine a better night than this year’s Clara Lionel Foundation event with Seth Meyers, Pharrell and DJ Khaled,” said [...]

  • Rules Don't Apply

    Warren Beatty and Arnon Milchan Settle Suit Over 'Rules Don't Apply' Flop

    Arnon Milchan and Warren Beatty have settled their two-year legal battle over the disastrous release of “Rules Don’t Apply,” Beatty’s period drama about Howard Hughes. Milchan’s attorneys have filed a notice with the court dismissing his suit against Beatty. Terms of the settlement were not disclosed. Milchan’s company, New Regency, sued Beatty and other investors [...]

  • A Quiet Place

    Why Dynamic Pricing for Movie Tickets Could Be a Tough Sell

    People aren’t going to the movies as much this summer. Are they staying away because the films are duds, or is it because tickets are getting too expensive? AMC is making a bet that cost, not quality, is behind the recent downturn. Last week, the country’s largest exhibitor announced it will be testing a new [...]

  • Yara Shahidi

    Audible Teams Up With Big Names as Audio-Only Storytelling Expands

    Hobnobbing with the likes of Reese Witherspoon, Kate McKinnon and Yara Shahidi isn’t typically the gloss applied to the cerebral audiobook set, but Audible is putting the humble audio story through its own movie-makeover montage, inking high-profile development deals with entertainment names like “The Walking Dead” comics creator Skybound Entertainment, Witherspoon’s Hello Sunshine and Lorne [...]

More From Our Brands

Access exclusive content