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Bruce Willis and Sobieski ‘Spread Truth in Vodka


Imperial Brands, Inc., a wholly-owned subsidiary of Belvédère S.A., today announced a multi-year partnership agreement with actor and producer, Bruce Willis, to promote Sobieski Vodka in North America, extending the relationship globally. As a part of the long-term investment, Bruce Willis has acquired 3.3 percent of Belvédère S.A.-the owner of Sobieski Vodka.

“It’s remarkable how much Bruce Willis and Sobieski have in common,” says Chester Brandes, president and CEO of Imperial Brands, Inc. “We are a brand with nothing to hide, and the confidence (and humor) to talk in simple, straightforward, black-and-white terms about our product. Much like Sobieski, Bruce is authentic, likeable and doesn’t get caught up in superficiality.”

Through its “Truth in Vodka” campaign, Sobieski urges consumers to focus on what’s in the bottle-not gimmickry marketing or fancy packaging. With the help of Willis, the brand will continue to raise awareness and debunk the myths surrounding overpriced vodkas. The straightforward messaging has clearly resonated with consumers who have embraced this honest, back-to-basics spirit, in record numbers. The partnership includes the usage of Willis’ images in advertising as well as personal appearances in various events.

Launched in the U.S. in 2007, Sobieski is Poland’s No. 1 premium vodka, according to the company. After a record-breaking year 2008 Sobieski Vodka has more than doubled its volume in 2009 with more than half a million cases sold. The Imperial Brands management team is determined to sell 1 million cases of Sobieski faster than any vodka brand has been able to achieve.

Made from the finest Dankowski rye, Sobieski recently added two new flavors, Cytron and Vanilia to their flagship brand.

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Thursday, December 14, 2:49 pm

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