Bond’s Martini Will Be Shaken With a Different Vodka

SOME James Bond fans will be shaken, and others stirred, to learn that 007 is being given a new vodka for his martinis.

Belvedere Vodka has signed a partnership deal to appear in the next Bond movie, “Spectre,” which is to be released in November 2015. The agreement, to be announced in London on Tuesday, involves the Belvedere parent, LVMH Moët Hennessy Louis Vuitton, and three firms with rights to Bond and the Bond films: Eon Productions, Metro-Goldwyn-Mayer Studios and Sony Pictures Entertainment.

Although those involved declined to discuss the financial terms of the deal, Charles Gibb, president of Belvedere, described the partnership as “the largest to date” for the superpremium vodka in the two decades since it was first exported from its home country of Poland to major markets like the United States.

“It’s our first major movie placement, too, beyond the sort of positioning of a bottle in a bar,” he said.

In addition to Belvedere’s inclusion in “Spectre” — the 24th film in the Bond series, dating to 1962 — Mr. Gibb outlined extensive plans for the partnership that include worldwide advertising and public relations campaigns; two types of limited-edition bottles, both with 007 themes; promotions and events in locales like nightclubs, bars and stores; a presence in social media like Facebook, Instagram and Twitter; and a drink named the Belvedere Spectre martini.

Belvedere will join a lengthy lists of brands and products that are to be featured in “Spectre” along with Bond, portrayed again by Daniel Craig. Another is the luxury carmaker Aston Martin, which is furnishing to the filmmakers a sports model called the DB10.

For most Bond movies, Smirnoff has been the master spy’s vodka of choice, although he switched to Finlandia for “Die Another Day” in 2002. In the most recent previous Bond film, “Skyfall” (2012), there was no featured vodka. Instead, Heineken beer paid an estimated $45 million for a partnership that included placement in the movie and a global commercial, with a cameo appearance by Mr. Craig, that ran on television, online and in movie theaters. The pricey Scotch whisky Macallan was also glimpsed in some “Skyfall” scenes.

Mr. Gibb said he was undaunted by the possibility that Belvedere might share screen time with other tipples because “any man of taste has a repertoire of what he drinks.”

“If you go back into Fleming’s novels,” he added, referring to Ian Fleming, the author who created James Bond, “Bond prefers Russian and Polish vodka, which makes Belvedere a natural fit with the character.”

Bond’s Martini Will Be Shaken With a Different Vodka

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