Belvedere Vodka Takes Luxury off the Pedestal with Education-led Hospitality Experiences

• Belvedere Takeout reframes luxury hospitality through a new advocacy platform.
• Design and experience partner, Contagious, creates a culturally fluent activation for a new era of luxury spirits.

Luxury has always reflected what a culture values. Today, that reflection is shifting. It’s moving away from ownership and excess into what consumers actually want: meaning, intimacy and lived experience. With Belvedere Takeout, Belvedere Vodka responds to this shift, translating its craft, provenance and values into a hospitality-led activation that meets people in the places they already love.

Developed in collaboration with drinks industry specialists Contagious, Belvedere Takeout reimagines the familiar takeaway ritual as a moment of cultural exchange. Education, experience and personal connection sit at its core, inviting consumers to engage with Belvedere’s story.

Reimagining Takeout
Modern luxury is deeply personal. Today’s consumers seek moments that feel considered and intimate, experiences that acknowledge individuality while still offering exclusivity.

Fast food isn’t the first thing you think about when a luxury brand like Belvedere comes to mind, and that’s why it works. By partnering with iconic cult-favourite fast-food joints across cities such as London and Paris, Belvedere Takeout created the perfect off-script backdrop that challenged expectations and drew people in.

The collision of high luxury and accessible neighbourhood locations made the activation both unexpected and magnetic. Belvedere didn’t lecture; it showed up where its audience already loved to be and turned those spaces into something even more memorable. By lifting the curtain and encouraging discovery, the brand positioned itself at the heart of the experience, ensuring Belvedere was remembered for how it made people feel.

Creating Culture
Belvedere Takeout is a brand activation that operates as a cultural moment, embracing local hot spots and informed by design and lifestyle cues. It reflects a broader shift in luxury where brands actively create culture.

The experience was designed to feel like it was discovered, an unrepeatable moment that rewarded curiosity, intended to be felt before it’s shared. Multiple events have been activated across London and Paris, with more planned as the platform continues to evolve.

Designing with Purpose
Contagious developed the advocacy strategy, guest journey mapping, experiential assets and activation toolkit for Belvedere Takeout, giving global markets the flexibility to adapt the experience locally while remaining true to the brand’s values.

Every element of the experience was deliberately designed to feel spontaneous, ensuring that brand education felt natural and lived, rather than staged.

Matthew Pomeroy, Global Director of Education, Advocacy and Liquid Development for Möet Hennessy, said:

“This isn’t advocacy as we’ve done it before. It’s Belvedere showing up in the most unexpected places and giving our audience exactly what they didn’t know they wanted. The toolkit gives our markets freedom to be spontaneous while staying true to the brand. That’s the magic of it.”