Belvedere Vodka debuted its limited-edition bottle with GRAMMY-nominated musician, actor, and activist Janelle Monáe, available in-store globally beginning June 2019.
The metallic collage design, with an aesthetic aimed to peel back the layers and reveal the beauty within, illustrates the multifaceted character of both Monáe and Belvedere. The final punctuation is the phrase “Beautiful Future,” a nod to Monáe and Belvedere’s shared vision of a future where natural character, integrity, diversity and self-expression are celebrated.
The narrative for “A Beautiful Future” builds on the program, which kicked off last year when Belvedere and Monae hosted a brunch for Monae’s grassroots movement, Fem the Future, a movement dedicated to advancing awareness and opportunities for women and those who identify as women through music, arts, mentorship and education. Following, a social media campaign asked consumers to define what “A Beautiful Future” looks like to them. Responses included optimistic messages of diversity, self-expression, inclusion and empowerment. In a series of co-created content debuting today, Monáe will read aloud a selection of these inspiring posts, calling for a beautiful future to start now.
Belvedere and Monáe share an understanding of the importance of authenticity, craftsmanship and integrity as key pillars of success in business. Belvedere, which translates to “a place from which one sees beauty,” was created by a collective of determined and optimistic individuals at the fall of the communist era in Poland, who have since worked tirelessly to create a vodka of taste and character. Meanwhile, Monáe, whose own artistic journey reflects a similar determination, leads the multi-faceted collective of artists at Wondaland, which features a breadth of voices, styles, and figures coming together to revolutionize the future of music, arts and culture.
“When I sat down with the Belvedere team, it was incredible to realize that they shared my passions of philanthropy, community and the desire to uplift others and my vision for a Beautiful Future, which is one in which women feel empowered and are given equal opportunity” said Janelle Monáe. “I’m thrilled to be partnering with the brand on championing positivity and charting a path for a Beautiful Future.”
“There indeed was an obvious synergy between us,” said Rodney Williams, president of Belvedere Vodka. “This collaboration is 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. We’re looking forward to year two of this empowering campaign alongside Janelle with our beautiful partnered bottle.”