SHAKEN AND STIRRED: Belvedere Vodka heightened its grip on fashion week parties this season, sponsoring 16 major events over eight days. Among its fetes were those for Alexander Wang, Marc Jacobs, Rodarte, Phillip Lim, Proenza Schouler, Joseph Altuzarra, Prabal Gurung, LnA, V, W and Purple. “We started working with fashion week in New York last year and now we’re involved in fashion weeks around the world,” said Charles Gibb, president of Belvedere, which is owned by LVMH Moët Hennessy Louis Vuitton. “We are a brand of the city and of the night, and many fashion brands have a similar positioning.” Belvedere has a just under ten percent share of the super-premium vodka market in the U.S., behind Grey Goose and Ketel One. Gibb said the company provides several hundred thousand dollars worth of drinks to the style set each season—but it pays off in exposure to tastemakers and press mentions. Clearly, while the fashion flock may not eat copiously, they do have a taste for the sauce.
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