James Bond Switches Back to Vodka After New 'Spectre' Partnership
Deal will see Daniel Craig's signature vodka martini made using Belvedere in 'Spectre'
After a brief dabble with Dutch lager Heineken in Skyfall, James Bond is set to return to his spirit-based drinking roots in Spectre following a deal signed between Sony Pictures and Belvedere Vodka, it was announced Tuesday.
The partnership will see 007’s iconic "shaken not stirred" vodka-martini in the next film made using the Polish vodka, alongside a series of ads emerging in the coming year.
"It’s an amazing opportunity to activate in a number of ways," Belvedere’s president Charles Gibb told The Hollywood Reporter. "We’ll be activating through advertising, we’ll be activating through PR, and through events."
To celebrate the deal, Belvedere is releasing two limited-edition bottles, one which features the MI6 building in place of the Belvedere palace. The blue stamp that usually features on the bottles will be made green, the same color as the MI6 head’s pen ink.
"In terms of marketing, it’s an amazing opportunity to be able to do things differently," Gibb added.
While Gibb wouldn’t reveal on the value of the deal, the arrangement with Heineken for Skyfall is estimated to have cost $45 million.
"This is a substantial investment as far as Belvedere is concerned. It’s the largest global activation partnership we will have made," he said.
Bond films have become leaders in terms of product-placement over the years, with Skyfall featuring tie-ins with the likes of Sony, Tom Ford, VW, Macallan whiskey and Omega watches. Belvedere is unlikely to be the last sponsorship announcement for Spectre.