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Belvedere takes off

Published:  23 July, 2008

Super-premium Polish vodka Belvedere has decided to expand from its style-bar base and into the off-trade.

The brand, which is owned by LVMH, will launch in 85 Waitrose stores this month, with an RRP of 25.

David Cunningham, marketing director for Mot Hennessy UK, commented: We launched Belvedere in the on-trade four years ago, and it has gone from strength to strength. This year alone, Belvedere will grow by 50% versus 2004. We believe it is the right time to launch the brand in a targeted way into the off-trade.'

As part of the launch, Belvedere will give staff training on super-premium vodkas to all outlets, and 15 in-store consumer tastings will take place in the run-up to Christmas.