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On April 11, 2025, Belvedere, the esteemed Polish vodka brand under the LVMH umbrella, introduced Dirty Brew, a groundbreaking coffee-flavored vodka that marries the brand’s storied tradition with contemporary innovation. This 30% ABV expression not only highlights Belvedere’s mastery in vodka craftsmanship but also taps into the burgeoning trend of coffee-infused spirits, offering a sophisticated yet playful addition to the luxury spirits market.
Belvedere Dirty Brew is crafted by blending the brand’s signature rye vodka - distilled from Polish Dankowskie rye - with the rich, robust essence of roasted organic robusta coffee beans. The result is a spirit that boasts a complex and inviting flavor profile: prominent notes of roasted coffee beans, complemented by hints of toffee and dark chocolate, culminating in a soft, velvety finish. This careful balance of flavors underscores Belvedere’s commitment to quality, seamlessly merging time-honored vodka-making techniques with modern flavor innovation.
The name Dirty Brew is a clever homage to the “dirty coffee” technique - a method where a shot of espresso is added to a liquid, intensifying its flavor and darkening its hue. This playful reference captures the essence of the expression: cheeky, irreverent, and unapologetically bold. As François-Xavier Desplancke, President and CEO of Belvedere Vodka, aptly stated: “Belvedere Dirty Brew is the purest, yet the darkest, culmination of our vision - subversively sophisticated and yet elegantly crafted.” Desplancke further described it as a fusion of luxury spirits with the “intricate artistry of coffee craftsmanship,” highlighting the meticulous care behind its creation.
Belvedere recommends savoring Dirty Brew in multiple ways: neat, over ice, or as an affogato - the classic Italian dessert pairing espresso with ice cream. This versatility makes it a standout choice for diverse occasions, from casual gatherings to upscale soirées. Its lower alcohol by volume (ABV) of 30% - compared to the flagship Belvedere’s 40% - positions it as a more approachable option, delivering robust flavor without the intensity of higher-proof spirits. This lower ABV reflects a growing consumer preference for lighter, more sessionable drinks, aligning with modern drinking trends.
The release of Dirty Brew taps into a broader movement within the spirits industry, where coffee-flavored offerings are gaining momentum. Consumers are increasingly drawn to the intricate flavors and aromas that coffee imparts, fueled by a demand for unique, high-quality products. Belvedere’s entry into this space is both timely and strategic, leveraging its reputation for excellence to lead in the luxury segment of this growing category.
While coffee-flavored spirits aren’t new, Dirty Brew distinguishes itself through its use of organic robusta coffee beans and a meticulous production process. Robusta beans, known for their bold, earthy character, lend a depth that sets this vodka apart from sweeter coffee liqueurs. Unlike some competitors that rely on artificial flavors or heavy sweetness, Dirty Brew preserves the authenticity of both the vodka and the coffee, resulting in a refined and balanced spirit. This dedication to quality is a hallmark of Belvedere’s approach, reinforcing its status as a luxury leader.
The packaging further elevates the experience. Encased in a matte black bottle with gold accents, Dirty Brew exudes elegance and sophistication. This design not only makes the bottle a visual centerpiece but also aligns with Belvedere’s brand identity as a purveyor of premium spirits. Every detail, from the bottle’s finish to the liquid inside, reflects the craftsmanship that defines the brand.
Dirty Brew will be available at Selfridges (UK)starting Friday, April 18, and on Zapp from Thursday, May 8. Priced at £38 (US$50) for a 700ml bottle or £4.80 (US$6) for a 50ml miniature, it offers an accessible entry into luxury vodka. Select on-trade outlets will also begin serving it in May, broadening its reach across bars and restaurants. This pricing and distribution strategy make Dirty Brew appealing to both enthusiasts and newcomers, balancing exclusivity with accessibility.
The launch of Dirty Brew is part of Belvedere’s ongoing strategy to innovate while honoring its heritage. Founded in 1993 in Żyrardów, Poland, Belvedere has built a reputation for producing super-premium vodka using traditional methods and locally sourced rye. Recent releases, such as the Organic Infusions range -featuring vodkas infused with natural fruits and botanicals - and a rare single-harvest vodka, showcase the brand’s willingness to push boundaries. Dirty Brew is a natural extension of this philosophy, offering a fresh yet familiar experience for vodka lovers.
Belvedere’s recent partnership with Formula One, where it became the championship’s official vodka, further underscores its ambition. This high-profile collaboration enhances the brand’s visibility and aligns it with prestige and performance - values that resonate with its luxury ethos.
As part of LVMH’s Moët Hennessy portfolio - alongside iconic brands like Glenmorangie, Ardbeg, and Hennessy Cognac - Belvedere operates in a competitive landscape. Despite a 14% decline in LVMH’s spirits sales in 2024, driven by shifting consumer habits and economic pressures, the introduction of Dirty Brew signals resilience. By embracing innovation and responding to trends like coffee-infused spirits, Belvedere is poised to maintain its edge in the luxury market.
Belvedere Dirty Brew is more than a new vodka - it’s a statement of intent. By blending tradition with trend, luxury with accessibility, and craftsmanship with creativity, Belvedere has crafted a spirit that appeals to connoisseurs and casual drinkers alike. Whether sipped neat, over ice, or as a decadent affogato, Dirty Brew invites consumers to experience the best of both worlds: the smoothness of vodka and the richness of coffee, all wrapped in the elegance that defines Belvedere.
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