MUSIC ARTIST AND ACTIVIST JANELLE MONÁE JOINS FORCES WITH BELVEDERE FOR A LIMITED-EDITION BOTTLE ONE WITH A MESSAGE OF DIVERSITY, SELF-EXPRESSION, INCLUSION, AND EMPOWERMENT
BY TIA KIM
Made in one of the world’s longest continuously operating Polish distilleries and producing under its brand name since 1910, Belvedere Vodka was instrumental in establishing the super-premium vodka category. Crafted using only Polska rye and water from a local source, its product is 100% natural, contains no additives or added sugar the result is a taste pro le that’s structured, elegant, and balanced, with a subtle sweetness and a smooth, clean finish.
In June, the company debuted a limited edition bottle in synergy with Grammy nominated musician, actor, and activist Janelle Monáe. Its metallic collage bottle design, with an aesthetic aimed to evoke “peeling back layers,” includes the phrase “Beautiful Future,” a nod to Monáe and Belvedere’s shared vision of “a future in which natural character, integrity, diversity, and self-expression are celebrated.” It also builds on Monae’s grassroots movement, Fem the Future, which is dedicated to advancing awareness of women’s issues and opportunities for women (and those who identify as such) through music, arts, mentorship, and education.
The co-branding included a social media campaign that asks consumers to de ne what “a beautiful future” looks like to them. It’s an effort that’s both globally good and good business, as a recent Barkley and Future cast survey found that audiences overall, and young ones particularly, favor ads that highlight diversity.
“When I sat down with the Belvedere team, was incredible to realize that they shared my passions of philanthropy, community, and the desire to uplift others as well as my vision of a future in which women feel empowered and are given equal opportunity,” said Monáe. “I’m thrilled to be partnering with the brand.” “There indeed was an obvious synergy between us,” said Rodney Williams, president of Belvedere Vodka. “A convergence of our shared beliefs: optimism and the power of the ‘we,’ not ‘me’ to bridge divides and make the world a more positive place.”