How did the launch party of Belvedere Vodka's new “Off Script” campaign go in Milan? A unique evening in which the audience discovered the brand's new campaign to the notes of a live performance by Mahmood
On January 29, 2025, Belvedere Vodka unveiled the “Off Script” campaign, shot by photographer Tyler Mitchell, at an event hosted at Dropcity, an underground space in Milan repurposed by architect Andrea Caputo. The evening revolved around Belvedere Organic Vodka, made from 100% certified organic rye, reflecting the Polish brand’s commitment to an entirely organic and environmentally responsible production model. The choice of Dropcity, with its three tunnels featuring industrial design, evoked the aesthetics of the historic Polmos Żyrardów distillery, where Belvedere is produced. Inside, a photography exhibition curated by Mitchell explored the theme of the unexpected, aligning with the key concept of “Off Script.”
An installation featuring a Cosmopolitan fountain and a selection of cocktails such as The Mule and The Skinny B, accompanied by an extensive buffet, completed the experience. At the end of the night, The Curly Brothers turned Dropcity into a club, closing the event with a DJ set that kept the energy high until the last moment. One of the most anticipated highlights was the tasting of Belvedere 10: a new vodka made from a single variety of organic rye, distilled four times and aged for ten months. The ten-tiered, faceted bottle reflects both the production process and the Diamond rye variety used. This exclusive tasting, available only in a few select bars worldwide, reinforced Belvedere’s commitment to innovation, quality, and environmental responsibility, in line with the message of the “Off Script” campaign.
