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BOTTLE ROCKER: Belvedere collaborated with French graffiti artist Andre to launch its new flavor-infused vodka, Belvedere IX, this spring. But Andre, who owns several nightclubs in Paris and New York, including The Beatrice Inn, did more than appear in ads for the vodka and create “Mr. IX,” an electric pink graffiti character for the bottle — he helped formulate the product. Andre spent a year “sipping a lot of vodka” with Belvedere’s team to create a liquor infused with nine ingredients. Belvedere will promote IX mostly online through its own microsite and other social networking outlets. It will also advertise in niche fashion and lifestyle titles this spring with images shot by Terry Richardson, his third round of ads for the liquor company.
— Stephanie D. Smith