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Belvedere Unfiltered launches in UK

Belvedere Unfiltered has been labelled a “nice introductory vodka for drinking the spirit straight,” after its launch in the UK.

Moët Hennessy is rolling out its unfiltered Belvedere vodka to the UK market after launching the extension in the US in 2010.

The vodka is created from Dankowskie Diamond Rye, a superior “baker’s grade” rye, grown on a small number of farms in Poland’s Mazovia region.

Dan Thomson of Zenna Bar in Soho admitted to hesitating at first but now can see a market for the vodka, which is an unusual concept designed to be drunk straight or in Martinis.

“When I first heard about Belvedere Unfiltered, I was a little sceptical, especially when the official tasting notes said ‘bread’. I thought it would taste almost like a soft genever or perhaps a bit like a bourbon ‘white dog’,” he told the drinks business.

“But actually I was amazed to find that it was surprisingly refined. The flavours are subtle yet very distinct. The nose is a bit soft for the drink to be truly enjoyed by itself, but this opens the vodka up to be used in cocktails without having an overpowering presence.

“However it could be said that it makes for a nice introductory vodka for drinking the spirit straight. Without rocking the boat too much by adding an overpowering nose, having a vodka with a distinct flavour may allow drinkers to enjoy it more, I think the vanilla will help greatly with this also.”

The matt black bottle with gold detail has been created to appeal to its target market – affluent male consumers.

The 40% abv vodka is targeted at high-end bars and members’ clubs as well as “luxury retailers”.

RRP of £43.99.


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