Belvedere Vodka Concept Book

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LIQUID TO LIPS D ESI G NIN G T HE D R INK ING EXPERIENCE IS T HE PLASTIC S T RAW WO RTHY O F A S U PER PREMIUM DRINK? WHAT COULD B ELVEDERE VODKA OFFER INSTEAD?

CURRENT PRODUCT: CHEAP GENERIC MASS D I S POSABLE B R A N D LESS

THE RYE STRAW: OR I G INAL E X C IT ING I NN OVATIVE S U P E R PREMIUM B R AND IDENT IFIER

C OR P ORAT E SOCIAL R ESP ONSIBILIT Y

KEY INSIGHTS + I N S P I R AT I O N

NEW AESTHETIC + A S S O C I AT I O N S

BRAND // KENZO “FA NTASTIC HE RI TAGE BRAND ” “SERIOU SLY DESIRABLE, E F FORTLESS” “ YO U TH, EN ERGRY AN D QU IRKY VERV E - A L L THE KEY I N GR ED IEN T S FOR A CU LT LABEL” VOGUE

19 TH CENTURY AMERICAN B A RT E N D E R S

MARKET GAP: PREMIUM + NATURAL D R IN KI NG STRAW S

ONGOING TRENDS: STYLE + SUBSTANCE

DEMAND // CRAFT

DEMAND // QUALITY

LOCATION // E1 THE WAPPING PROJECT 18 9 0 PUMPING STATION WA REHOU SE I NTERIOR E XCI TIN G SPACE RE S TAU RANT + GA LLERY

BAR // THE WHIP THE RUNNING HORSE CH A RACT ER J UL E P REVIVAL MAY FA IR SETT ING CL A S SIC ST YLE YO UNG + P R EMIU M

PRODUCT OVERVIEW: THE RYE STRAW MANUAL T HE B A R T EN D ER’S B E ST KEPT SECRET

THE ORIG I N A L STR A W B E L VE D E R E V OD K A

S TR A I GH T F R OM TH E SOURCE

HA N N A H S E GR E E N

A PROJECT BY HANNAH GREEN