LVMH-owned Polish vodka brand Belvedere has released a 30% ABV coffee-flavoured expression The new spirit combines Belvedere rye vodka with the taste of roasted organic robusta coffee beans The liquid is said to carry flavours of roasted coffee beans The name Dirty Brew pays homage to the ‘cheeky and irreverent nature’ of the ‘dirty coffee’ technique which involves adding a shot of espresso to a liquid to darken it François-Xavier Desplancke we are creators with a simple philosophy: innovate with purpose culmination of this vision – subversively sophisticated and yet elegantly crafted.” Desplancke described the expression as a blend of the luxury spirits space with the “intricate artistry of coffee craftsmanship” The expression is packaged in a matte black bottle with gold accents The flagship Belvedere is typically bottled at 40% ABV while Dirty Brew carries a lower ABV of 30% It will be available in Selfridges from Friday 18 April and Zapp from Thursday 8 May It is priced at £38 (US$50) for a 700ml bottle or £4.80 (US$6) for a 50ml miniature The expression will also be served in a number of on-trade outlets from May Belvedere recently partnered with Formula One to become the championship’s official vodka The brand has released a number of expressions in recent years, including its Organic Infusions range, a discontinued malted rye spirit drink, and a ‘rare’ vodka from a single harvest Belvedere is part of LVMH’s wine and spirits arm alongside Scotch brands Glenmorangie and Ardbeg The luxury conglomerate’s spirits sales plunged by 14% in 2024 We are using cookies to give you the best experience on our website You can find out more about which cookies we are using or switch them off in settings This website uses cookies so that we can provide you with the best user experience possible Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful Strictly Necessary Cookie should be enabled at all times so that we can save your preferences for cookie settings we will not be able to save your preferences This means that every time you visit this website you will need to enable or disable cookies again Home   News   Article A bowls club is taking strides into its future — while seeking more information about its past is based at the Beaumond Gardens pavilion which it shares with neighbouring team Flowserve New member John Williams has been working on bringing the club up-to-date including increasing its online and community presence as well as developing a new management system to help arrange the club’s fixtures He said: “As I went through the season I kept asking questions about the history of the club “It prompted me to ask what else there was There was no real management system in place It sparked an interest in finding out more about the club’s origins although few records appear to have been kept The earliest current known record of the club dates back to 2002 in Advertiser cuttings from that year and the following detailing the creation and opening of the new pavilion reads: “Conservative Bowls Club member Mr Bill Littleover (76) of Hatton Gardens said there was more room and the building looked good inside and out.” which incorporated and extended on a dilapidated shelter from 1953 was to be used primarily by the Conservative and Newark Ladies clubs under the management of Newark Northern Bowls Club alongside its green at Sherwood Avenue It is believed the Conservative Bowls Club had been established some time before the new pavilion opened Anyone with information or memories of the club is welcomed to share them with the Advertiser via news@newarkadvertiser.co.uk The Belvedere Bowls Club is also looking to its future and said: “It helps with wellness as well as keeping fit you’re out there for two hours walking up and down maybe 20 “Although its a simple game there’s a technical aspect that you don’t really know about until you get into it.” It also offers an opportunity for socialising and making new friends in a relaxed environment A coaching day has been organised for May 13 with anyone interested in trying out the sport encouraged to come along and learn the ropes The club offers social and competitive play Bowls has suffered from declining membership in recent years due to being associated with older generations and a decline in traditional working men’s clubs and pubs which often promoted the sport Belvedere is looking to revitalise interest and insure the sport’s longevity in the community Words:  Rebecca Hardy We speak to CFO Wolfgang Bergmann about Roblox and the venue’s new visitor centre project The Belvedere in Vienna features 800 years of art history and 300 years as one of the Austrian capital city’s most spectacular landmarks.  Its vast landscaped gardens connect two historic palaces, the Upper and Lower Belvedere. Here, visitors can see the world’s largest collection of works by Gustav Klimt. The museum also shows other prominent works of Austrian art dating from the Middle Ages to the present.  and music by both Austrian and international creators are on show at Belvedere 21 This iconic modernist building is just a short walk away.  told blooloop: “The Belvedere is one of the oldest museums in the world housed in a World Heritage Site and a Baroque jewel “Spanning eight centuries of art history the collection is connected to both historic and modern structures allowing us to preserve history and showcase contemporary art in the iconic Upper and Lower Belvedere as well as in the modern Belvedere 21.” Bergmann joined the Belvedere eight years ago “My career journey has followed a path from the ‘good’ as head of public relations at Caritas from 1988 to 1996 and head of communications at the Archdiocese of Vienna from 1996 to 1999 where I also founded Radio Stephansdom; to the ‘true’ as general manager of the daily newspaper Der Standard from 2008 to 2016 “Ultimately it has led to the ‘beautiful’,” he says I have been the chief financial officer of the Belvedere Museum.” Additionally, Bergmann holds a masters in theology, is the author of three books including fiction and non-fiction titles. He was notably the initiator of The Kiss NFT. The project released a limited edition of 10,000 non-fungible tokens (NFTs) each assigned a unique section of the beloved image This project illustrates the Belvedere approach which leverages digital technologies to support its work in exhibiting thus cementing its position as a world-leading institution we remain committed to our mission of preserving and celebrating the past while embracing digital transformation,” Bergmann says.  “By incorporating innovative media like gaming we aim to make art more accessible and engaging for a younger ensuring the Belvedere remains a vibrant and relevant institution in the digital age.” The museum has recently opened Gustav Klimt ‒ Pigment & Pixel which uses cutting-edge technologies to reveal new insights into Klimt’s working methods and artistic practice the display shares newly discovered differences between the artist’s final work and his preliminary sketches Visitors can also take a macroscopic look at the gold leaf details of the works.  A reconstruction of the lost Faculty Paintings The works were destroyed during World War II before they could be put on display the only photographs that remain are in black and white Belvedere has partnered with Google Arts & Culture to recolour these images using AI. The museum is now exhibiting the resulting canvases in their intended position on the ceiling. “The project of colorizing Klimt’s Faculty Paintings has restored the striking, vibrant appearance the works once had. It represents a significant contribution to scientific research and draws attention to these paintings for the first time in many years,” said curator Franz Smola. “At the same time, it also helps to explain the scandal that the works caused with their unusual and provocative use of color.” View this post on Instagram A post shared by Belvedere Museum (@belvederemuseum) Bergmann says: “By continuously evolving and innovating in the digital space the Belvedere is not only preserving its rich history but also breaking new ground in how art is taught and experienced in the digital age The Belvedere plans to continue the growth of its virtual experiences and digital collections.  These include enhancing our virtual experiences and digital collections,” says Bergmann “While our online collection already includes over 5,600 works available for free download in high-quality resolution as part of our Open Content program our efforts with 3D digitization are a key element of this initiative This will result in 3D models of the Belvedere collection’s objects being available to the public through the Online Collection offering an immersive new way to explore our treasures.” Highlights of the online collection include Klimt’s masterpiece The Kiss as well as works by iconic artists such as Eugène Delacroix “We are also leveraging platforms like Roblox to engage younger generations,” Bergman adds.  soft-launched in December 2024 and already played over 450,000 times we are introducing our masterpieces to millions of players worldwide in an entirely new context blending art with storytelling and gameplay This is just one example of how we are pioneering digital museum learning in ways that connect with today’s audiences.” The Belvedere is one of the first museums in the world to move into the Roblox universe It has created Art Leap in collaboration with award-winning gaming studio Exclusible Art Leap players go on an interactive adventure through four key works from the Museum’s collection in addition to Jacques-Louis David’s Napoleon at the Great St Beautiful imagery and engaging gameplay tell the stories of these artworks through interactive mini-games and challenges immersive environment is secure and child-friendly ensuring a fun and fascinating experience for players of all ages.  said: “Art Leap represents a transformative step in how we engage new audiences with art.  “Our goal is to inspire younger generations to connect with culture in a way that resonates with their digital lives By meeting them where they are—on platforms like Roblox—we are opening new doors to art and creativity.” we will continue to integrate cutting-edge digital tools such as augmented reality and mixed-reality applications to offer even more interactive experiences,” says Bergmann.  “The upcoming sequel to Fantastic Palastics will further enrich our visitors’ experiences by allowing families to engage with art in a playful The Fantastic Palastics launched as part of the Belvedere’s 300th anniversary celebrations and was developed in partnership with The Brand Father and ORB with support from AR development company 8th Wall The game launched in 2023, and brings a cast of extraordinary creatures to the palace gardens. Visitors aged 8 and over are invited to join a game of AR hide and seek and find six animals These creatures lived in Prince Eugene of Savoy’s menagerie The web-based game is designed for smartphones and takes children and families on a tour around the Upper Belvedere which are available throughout the gardens A Sphinx starts the game in front of the Upper Belvedere before guiding the players in their quest.  By scanning the gardens with their devices players uncover challenges and find the hidden creatures they must feed their new friends and get them ready for the next 300 years.  The 300th anniversary in 2023 marked the completion of the Upper Belvedere palace in 1723. This was built as the summer residence of Prince Eugene of Savoy, and was home to the general’s art collection. Just five decades later, the place opened to visitors and became one of the first public museums in the world.  The institution celebrated the anniversary with a programme titled ‘The Golden Spring’ which asked ‘What was the museum of the past and what might it look like in the future?’ Visitors could encounter Louise Bourgeois’s early painterly works which shares long-form essays from 20 experts These critical texts explore research on the history of the Belvedere and a 300-year view of the evolving concept of what it means to be a museum.  The Upper Belvedere welcomed 1.3 million guests which placed it as Austria’s most visited art museum the Belvedere is undertaking a project to expand its facilities and is building a new “The Upper Belvedere welcomed 1.5 million visitors last year expanding the current facilities is a crucial step in ensuring the museum continues to provide a welcoming and functional experience for all visitors,” says Bergmann epps Ploder Simon was announced as the project architect in 2024.  The winning design expertly manages the requirements of the World Heritage site while creating a functional and graceful space which guides visitors into the Baroque palaces “The new visitor center will relieve the palace of all service functions such as ticketing the overall experience within the Baroque palace will be significantly improved.” The Belvedere strives to operate sustainably and integrates environmental and cultural responsibility objectives into all of its activities This quality mark reflects the institution’s commitment to ambitious environmental protection and quality standards The new building will align with the sustainability strategy This upholds the Belvedere’s pledge to support Austria’s climate goals in its renovations and new building projects “The design for the construction aims to achieve a Gold Standard in sustainability,” says Bergmann “The visitor center will also act as a large climate buffer for the palace improving conditions inside and substantially reducing energy consumption.” In addition to the development project at the palace site, The Belvedere is working with Salzburg Museum to launch a new space in the centre of Salzburg’s UNESCO World Heritage Site This major project is renovating the Salzburg Museum’s site at the historic Neue Residenz a new extension in its second courtyard will house the new Belvedere Salzburg “While many of Austria’s cultural institutions are traditionally concentrated in the capital this project represents a significant step in engaging more directly with the federal states,” says Bergmann.  “It not only promotes greater access to cultural heritage for a broader audience but also strengthens regional connections and demonstrates our commitment to cultural diversity and the decentralization of art and culture in Austria.” This commitment to accessibility is at the core of The Belvedere’s activities.  “We believe that culture should be accessible to everyone and digital content are all designed to serve a broad and diverse public “Our goal is for every visitor to leave feeling enriched—whether through new insights We seek to actively engage and empower our community inspiring and educating for generations to come.” “One of the biggest challenges is balancing the evolving demands of culture and technology while remaining loyal to both our local community and the broader tourism sector,” Bergmann concludes.  “As one of the largest cultural institutions in Austria the Belvedere must navigate the complexities of preserving cultural heritage while embracing innovation and new digital technologies This dynamic process involves continuous investment in both our physical infrastructure and digital platforms Get the latest attractions industry news direct to your inbox More from this author Visit author's website Blooloop is taking climate action and is now B Corp Certified speed and the best experience on this site Rumours have swirled on the passing of Patron’s coffee-infused tequila but could Belvedere’s coffee-flavoured vodka fill the void Shopping | ES Best Home | Food & Drink The Standard's journalism is supported by our readers When you purchase through links on our site Sign up for our free weekly newsletter for hot deals I would like to be emailed about offers, event and updates from Evening Standard. Read our privacy notice Audible gasps are frequent on the ES Best Shopping desk when we hear news of an exciting new launch or when something completely commonplace has happened Yet never has a gasp from our Shopping Editor (rippled with delayed reactionary gasps among the team) sent such shockwaves through the office as the one she made after learning that Patron’s delectable coffee-infused liqueur was set to be discontinued Best premixed espresso martinis that are a ready-to-drink delight Citing a desire to focus on the brand’s core products Bacardi announced the devastating decision in late 2021 And so fans remain confused as to the future of Patrón XO Café One thing’s for sure: if its days are numbered the 30 per cent ABV spirit is crafted to be served straight-up which is normally used as part of a cocktail for a sweeter It’s Kahlúa’s super sweet flavour when served straight-up that makes a smooth yet dry coffee-infused liqueur like Patrón XO Café such a surprising and grown-up treat But can Belvedere’s take on a coffee liqueur Best aperitifs for a delicious pre-dinner tipple: From liqueurs to canned cocktails Best liqueurs: The ES Best Shopping Guide to the tastiest tipples to buy now An ultra-dry liqueur for true coffee lovers ultra-refined way to sip something straight-up Unlike its fellow caffeinated counterparts the premium vodka-based option hits the palate with a bang It delivers a hearty kick thanks to the bold taste of roasted organic robusta beans which blends perfectly with the brand’s iconic organic Polish rye vodka While tasting notes include decadent toffee the overwhelming flavours are those of vodka and coffee the 30 per cent ABV beverage consequently almost has a whisky-like scent which soon dissipates into swirling aromas of coffee Adding it to an espresso martini would be doing it a disservice LVMH owned Belvedere has joined Formula 1 as its Official Vodka Partner for the sport’s 75th anniversary season marking its first  partnership in global motorsport Belvedere Vodka has signed on as the Official Vodka Partner for Formula 1’s 75th anniversary season The deal will see the brand integrated into F1’s hospitality spaces as well as hosting events such as an Official Afterparty at the Australian Grand Prix said: “I am immensely proud of the partnership between Belvedere and Formula 1 added: “Formula 1 has always been the symbol of prestige which is why we are so thrilled to welcome Belvedere as our first Official Vodka Partner.” Belvedere’s partnership follows LVMH’s recent 10-year deal with Formula 1 which has already seen Moët & Chandon return as the sport’s Official Champagne The deal marks a major expansion of the luxury group’s presence in F1 with other LVMH-owned brands—including Hennessy and Louis Vuitton—also integrated into various aspects of the sport The move comes at a time when LVMH is seeking to reinforce its dominance in the luxury drinks market amid declining sales has been under pressure due to slowing demand Recent reports show that LVMH’s drinks arm has continued to weigh on overall company performance with revenue down 4% in 2023 and further declines reported into early 2024 This has prompted leadership changes within Moët Hennessy and a strategic shift to bolster high-end brand positioning LVMH’s wider challenges are not limited to alcohol. The luxury sector as a whole has been struggling, with reports indicating that the market lost around 50 million customers in 2023 due to economic uncertainty and shifting consumer priorities By leveraging high-profile partnerships like Formula 1 LVMH appears to be doubling down on brand visibility and exclusive experiences to maintain its status in the ultra-premium sector With LVMH embedding itself further into F1 the sport is increasingly becoming a showcase for luxury brands—both on and off the track Formula One has announced Belvedere as the first-ever official vodka partner of the series This is the latest deal to form part of the ten-year contract that Formula One agreed with LVMH Group last year It also makes Belvedere the first brand controlled by the luxury goods conglomerate to partner with the series that was not named in the original announcement Moët Hennessy and Louis Vuitton were the three brands specified initially Belvedere’s designation as ‘official vodka’ of Formula One follows the recent trend of increasing commercialisation in the series, which began with KitKat being named the series’ first official chocolate bar in November 2024 “Formula One has always been the symbol of prestige which is why we are so thrilled to welcome Belvedere as our first official vodka partner,” said Stefano Domenicali president and chief executive of Formula One “Together we share the same dedication to quality and the pursuit of exclusive moments This announcement once again confirms the strong connection with LVMH Their willingness to fully embrace the spirit of Formula One excites us and makes us proud of this partnership.” president and chief executive of Belvedere Vodka added: “I am immensely proud of the partnership between Belvedere and Formula One where milliseconds forge legends and engines roar with untamed energy Belvedere Vodka arrives not just as a partner but as the embodiment of the festivities and the entertainment “Formula One isn’t just about speed; it’s about spectacle there will be always a reason to honour the excitement of the sport Belvedere will host an official after party at this year’s season-opening Australian Grand Prix which is being title sponsored by fellow LVMH-owned brand Louis Vuitton Looking to unlock more exclusive insights and strategic connections in the motorsport industry The BlackBook Motorsport Forum is the destination that connects and inspires top decision-makers and leaders across global motorsport. Join us in London on 27th March 2025 to dissect the critical balance between on and off-track performance, exploring areas such as technical innovation, sustainability and commercial success. Discover more here Former F1 and Le Mans racer Jochen Mass passes away aged 78 VideoRACE START: Verstappen narrowly holds onto the lead in thrilling start to Miami GP OFFICIAL GRID: Wet Miami race in prospect as Gasly starts from pit lane LIVE COVERAGE: Follow all the action from the Miami GP as Piastri wins in dominant McLaren 1-2 Driveable LEGO big builds welcomed to Miami drivers’ parade Building on the landmark 10-year Global Partnership between Formula 1 and LVMH Formula 1 is excited to announce Moët Hennessy luxury spirit as the sport’s first-ever Official Vodka Partner The collaboration marks Belvedere’s first foray into global sports and connects two brands celebrated for their heritage Formula 1 and Belvedere will create one-of-a-kind experiences and give fans the unforgettable taste of an F1 race READ MORE: Moët & Chandon returns as the Official Champagne of Formula 1 Belvedere Vodka is produced in one of the world's longest operating Polish distilleries with distillers drawing from a 600-year Polish vodka-making history to artfully craft rye into an extraordinary vodka of distinct taste and character Belvedere will host an Official After Party of the Australian Grand Prix an exclusive event that will redefine high-end entertainment and nightlife and bring together the world’s most renowned DJs Belvedere Vodka will be served in hospitality spaces throughout the season including in Paddock Club and the F1 Garage further adding to the incredible energy of the circuit said: “Formula 1 has always been the symbol of prestige which is why we are so thrilled to welcome Belvedere as our first Official Vodka Partner Together we share the same dedication to quality and the pursuit of exclusive moments “This announcement once again confirms the strong connection with LVMH Their willingness to fully embrace the spirit of Formula 1 excites us and makes us proud of this partnership.” READ MORE: Louis Vuitton joins Formula 1 and becomes title partner of the Australian Grand Prix added: “I am immensely proud of the partnership between Belvedere and Formula 1 Formula 1 isn’t just about speed; it’s about spectacle Don't miss your chance to experience the picturesque Imola circuit.. Cadillac unveil their team logo and brand during dazzling Miami launch event ahead of 2026 entry Driveable LEGO big builds welcomed to Miami drivers’ parade TREMAYNE: The tragic story of Mark Donohue – The American racer with a streak of steel behind his ‘Captain Nice’ nickname Formula 1 to race in Miami until 2041 as new extension agreed Soundtrack artists including Doja Cat, Ed Sheeran and Don Toliver announced for upcoming ‘F1’ movie Verstappen vs Norris into Turn 1 and Antonelli after redemption – What To Watch For in the Miami Grand Prix VideoWATCH: Ride onboard with Verstappen for his mighty pole lap in Miami Verstappen surges to pole position ahead of Norris and Antonelli in Miami GP Qualifying ‘Racing is a pretty cruel business’ – Piastri left disheartened as Sprint strategy call sees Norris continue his ‘luck in Miami’ © 2003-2025 Formula One World Championship Limited Poland’s Belvedere Vodka is targeting the luxury sector with its Belvedere 10 release CEO François-Xavier Desplancke reveals how sustainability quality and connection are creating a highly desirable brand *This feature was originally published in the June 2024 issue of The Spirits Business magazine so I say to people ‘just call me FX’,” François-Xavier Desplancke tells me “that’s my nickname.” The Frenchman is eager to put the conversation at ease from the get-go – and it soon becomes apparent this quality is inherently in his nature he holds the position of president and CEO of Belvedere but his career spans two decades with the vodka brand’s parent company “It’s a privilege to have been with Moët Hennessy for 20 years,” he continues “It’s a privilege to witness the passion we have about our brands about the journey you can have with a luxury brand; it’s quite amazing Desplancke has held numerous roles at the company during his tenure where he spent more than four years working as general manager of the Nordics where he looked over 23 countries as managing director of Central and Southern Europe Additional positions included managing director of Moët Hennessy CEE PDG (president director general) of Moët Hennessy Diageo France “I was always passionate about food and drink about wine – I am French after all,” Desplancke explains “My first job was part of the Moët Chandon family It’s a family business with so much history We are inspired by 600 years of vodka-making tradition in Poland “We make our vodka in one of the oldest operating Polish distilleries and together we are really passionate about bringing Belvedere Vodka to consumers.” The super-premium vodka is crafted from Polska rye at the Polmos Żyrardów distillery allowing 100% traceability of the raw materials “What I love about Belvedere is the excellent interactivity that we are doing to serve the long-term vision,” says Desplancke “The creativity we are doing is always to serve the desirability of the brand That is the main goal: to be the most desirable brand of vodka in the world.” In recent years Belvedere has taken bold steps to reach this goal. In 2022, the brand worked with Oscar award-winning filmmaker Taika Waititi who directed Belvedere’s campaign starring James Bond actor Daniel Craig the former 007 star can be seen dancing through Paris in sequences designed to show how life might look away from the cameras Belvedere held nothing back when the campaign initially aired before London’s bustling Piccadilly Circus “It always goes back to brand desirability,” Desplancke says to inject unique creativity in our marketing campaigns And something that is crucial for us as well is to make sure that we are leading with creativity The Daniel Craig campaign was a fantastic example of that It had a ‘boom’ effect; it was everywhere on social media Filmmaker Waititi returned to work with the brand again this year when he directed Belvedere’s latest campaign starring Grammy Award-winning artist and rapper Future and to be unexpected,” Desplancke explains and we are very proud to have him work with us.” The three-minute short film opens with Future driving a Rolls-Royce down a dusty road at sunset, and ends in a dilapidated ‘hacienda-turned-nightclub’, where Future and Waititi are seen sharing a coded handshake, which unlocks access to a bottle of Belvedere 10 It is extremely poignant for Desplancke to feature Belvedere 10 in the latest campaign The expression launched in 2023 as an ultra-premium line extension for the brand The liquid is made from a single harvest of organic Dankowskie Diamond rye grown in a single field on an estate in northeast Poland It follows a 10-step production process – including quadruple distillation – which is carried out annually before the liquid is left to rest for 10 months it’s the new iconic luxury vodka that we are very proud of,” Desplancke continues what we learned was when you don’t know where to go So we went back to how Polish people distilled vodka at that time Even the bottle of Belvedere 10 has worked hard to push the boundaries of design with chiselled facets to generate a diamond-like appearance in homage to the Diamond rye used in distillation “We are going further than a regular bottle What was missing for me was to have an experience in terms of emotion with the brand,” Desplancke says The CEO describes Belvedere 10 as one of “two key pillars” in the brand’s portfolio which also includes a number of flavour-infused bottlings The other pillar is the brand’s flagship bottling: Belvedere Vodka Organic To allow time and attention to be focused on these two bottlings the decision was made to cease production of Belvedere Heritage 176 Belvedere Vodka was officially certified organic in 2023 organic vodka is very important to us,” Desplancke says moving to sustainability is not a choice for us It’s obvious how it’s impacting our suppliers so we are proud to be so efficient on energy.” Do consumers place value and purchasing decisions on the brand’s organic claims So it’s a journey; there’s no black-and-white answer.” Belvedere has set itself high-reaching targets to improve its sustainability Its goals centre on five key pillars: reducing the brand’s environmental impact; sustainable farming; involving local communities; responsible consumption; and social engagement the vodka brand has cut its energy-related CO2 emissions by 42% Desplancke highlights the brand’s “unique biomass facility” Belvedere launched its biomass-capture facility on site at its Polish distillery the distillery has been able to produce 100%-renewable energy since 2022 “The next step is to support our farms because we are very close to our farmers,” he adds “This is very close to my heart because we partner with our farmers for many years and it is very important for us to work closely with them to help them on a joint sustainable transition Desplancke is confident these efforts will all play a part in elevating Belvedere ever closer to having “desirability” status Belvedere is seeing “balanced distribution” across continents “We are well balanced between the US market and the APAC [Asia Pacific] market,” he continues “We are seeing some interesting trends coming from emerging markets So you have to present the right proposition to them Instead of saying ‘China is not for vodka’ or ‘Thailand is not for vodka’ it’s about finding their preferred way of consuming spirits by being locally relevant And that is the beauty of the Moët Hennessy network as it ensures proximity to our customers and rapid response to local needs” Desplancke says is there fresh opportunity for vodka to find more favour among consumers but Desplancke has a much bigger picture in mind “We don’t only look at the vodka category at Belvedere,” he explains “We are looking at the super-premium spirits category Gin is a small part compared with some of those other categories dynamism in the vodka category is important.” It does “to which we constantly respond with innovation and excellence keeping the desirability of the brand at the core of everything we do.” We are using cookies to give you the best experience on our website. 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This means that every time you visit this website you will need to enable or disable cookies again. alongside a debut goal from Emily Firman and a rocket from Molly Hassall. \n\nWigan Athletic Women 5 Latics Women ended the calendar year in style following a 5-0 victory over Burnley Belvedere at the Robin Park Arena while Molly Hassall and new signing Emily Firman found the back of the net.  New signing Sophie Whelan made her debut in midfield Amelia Knowles kept her place between the sticks after a run of show-stopping performances.  Latics opened the scoring early after a brilliant piece of skill Nini Dada threaded a beautiful ball into the box giving Hodson room to round the keeper and slot the ball home.  After the Burnley Belvedere goalkeeper spilled her shot finding her off her line and calmly knocking the ball into the net.  The Tics were a well-oiled machine throughout the first half stringing passes together and creating key plays out of nothing The midfield link-up between Dada and Izzy Worswick acted as both a first line of defence and attack adding a much-needed element of versatility Whelan pulled the strings nicely to keep things ticking over in the engine room captain Abbie Moore replaced Libby McCoy for her long-awaited return from injury easily getting the ball upwards and technically excelling.  Hodson got her second of the day on the hour mark; a cool strike into the bottom left-hand corner after isolating herself in the box.  It didn’t take long for Firman to open up her account Our new number 20 did well to keep the ball in play by the corner flag before shifting the ball onto her strong foot and pulling the trigger The strike rose above the net and dipped over the head of the goalkeeper giving Emmerson Boyce’s side their fourth.  making it seven goals in two games for the 16-year-old.  Latics Women now sign off for the Christmas break but will look to continue their winning ways at home against Lostock St Gerards on Sunday 5 January 2025 Wengen hotel reviewAll listings featured on Condé Nast Traveller are independently selected by our editors This new hotel from the French group Beaumier is something different for old-school Wengen in a beautiful corner of the Bernese Oberland overlooked by the iconic triptych peaks of the Eiger So many of the hotels in this storied belle epoque village tend towards heavy door keys but this one’s a crisp contemporary renovation inside the bones of two classic hotels that date back to Wengen’s early 20th-century heyday and beyond A bit like the Comodo has done for the Austrian spa town of Bad Gastein Wengen’s only five-star hotel looks set to shine a new spotlight on the village and the region not much has changed since the days when this was the Wengener Hof There’s still the same six-storey sherbet lemon facade in the Swiss historicist style with yellow-shuttered balconies overlooking the dramatic Lauterbrunnen Valley that inspired Tolkien’s Rivendell floral prints and heavy red carpets are all gone There’s now an angular concrete fireplace and a 360-degree lobby bar in soft larch; the old winter garden is filled with guests tapping away on Macbooks in little nooks It’s now a place of moss-green furnishings and mismatched vintage black-and-white with a very pure sort of mod-boutique style – from the airy Waldrand restaurant up to the 36 rooms It’s early to say, but certainly, the target clientele seems to be design-conscious, Monocle-reading types. Either way, a departure from Wengen’s core clientele, which skews old-school and features lots of repeat-visit families, who tend to learn on its genteel beginner slopes. Family suites and connecting rooms are available, as is babysitting. The team can arrange access to the local ski school, including the ski kids club. The heating system using locally sourced wood pellets is rare in an area that tends to use much less sustainable heating oil. The restaurant sources within 100km and reduces food waste wherever possible (we had chips made with unused bread with our cocktail one day). The staff wear jackets by Zurich brand Round Rivers, made with recycled river plastics. Both buildings have brand-new accessible elevators and accessible rooms with Jungfrau views. There are also step-free entrances to both. There are upcoming plans for year-round experiences, from mushroom foraging to pasta making, as well as everything from ice climbing in winter to paragliding in summer. There will be a concept store in the former Belvedere lobby, with the team in talks with the Monocle brand about curation. Yes, and it will be even more so come May. This is a beautiful part of the world, and for all that we love the prevailing sense of local tradition, Wengen was crying out for an opening like this. which manages 51 hotels and Napier barracks A company managing hotel accommodation for thousands of asylum seekers has been axed by the Home Office due to performance concerns and replaced by the firm that ran the Bibby Stockholm barge. As a result the 51 hotels it runs will close. In a late-night statement the Home Office said it had removed Stay Belvedere Hotels (SBHL), which manages 51 hotels across England and Wales and Napier barracks in Folkestone, Kent, from government asylum operations. The Home Office confirmed last week that Napier barracks will close in September. It is not known when the 51 hotels will close. Asylum seekers in those hotels will be moved into existing accommodation rather than opening new ones. Australia-based Corporate Travel Management (CTM), which was criticised for its running of the Bibby Stockholm barge in Portland, Dorset, is coming onboard instead.The barge cost more than housing people in hotels. This is the first time the Home Office has axed a major provider in its 10 years of outsourcing asylum accommodation contracts worth £2bn a year. Read moreSBHL is a subcontractor of Clearsprings Ready Homes one of three companies that have contracts with the Home Office to provide accommodation for asylum seekers Home Office sources confirmed that officials told Clearsprings to terminate the services of SBHL The Home Office said the decision to cancel its contract with SBHL was prompted by concerns about its performance and behaviour as a government supplier but did not provide any more detail about its concerns There will be a transition period to new arrangements but the timescale for this is not known The contract for managing SBHL’s hotels will be transferred to existing providers Mears and Serco along with CTM Most of the hotels are in London but there are also hotels in Bournemouth the minister for border security and asylum we have improved contract management and added more oversight of our suppliers of asylum accommodation “We have made the decision to remove Stay Belvedere Hotels from the Home Office supply chain and will not hesitate to take further action to ensure Home Office contracts deliver for the UK.” A spokesperson for SBHL said: “SBHL has been informed of the decision to end its contract to supply temporary accommodation to asylum seekers in the UK and is in the process of holding discussions with appropriate partners.” A document published by the Treasury’s new Office for Value for Money (OVfM) says companies that have been contracted to find hotels for asylum seekers have “made record profits in recent years There are more than 38,000 asylum seekers in hotels A total of 5,847 people have arrived so far this year said: “When the camp first opened it was clear that the site was in chaos and no one had the experience to run a mass accommodation site for 500 people This culminated in the catastrophic mismanagement of Covid safety protocols leading to a mass outbreak of 197 Covid cases.” said: “Handing over contracts with Stay Belvedere Hotels to the company that managed the Bibby Stockholm barge begs the question whether there will be any positive change the government must work towards ending all privately contracted accommodation.” It must properly fund and support local authorities to house people in our communities so every penny of this public money is spent on protecting refugees and strengthening services that all of us rely on.” Parliament’s cross-party home affairs committee is conducting an inquiry into the provision of asylum accommodation More than 100 pieces of evidence from NGOs lawyers and accommodation providers have been published most of them highly critical of the current state of this accommodation The deal comes as part of the overall long-term tie-up between F1 and LVMH Motor racing’s prestigious Formula (F1) has announced premium brand Belvedere as the sport’s first official vodka partner building on its tie-up with luxury goods conglomerate LVMH ahead of the 2025 season The deal comes as part of an overall long-term sponsorship deal between F1 and LVMH The 10-year deal begins with the 2025 season and will run through 2034 Belvedere will host an official after-party for the season-opening Australian Grand Prix in Melbourne later this month including in the Paddock Club and the F1 Garage F1 president and chief executive Stefano Domenicali has said: “Formula 1 has always been the symbol of prestige “This announcement once again confirms the strong connection with LVMH Their willingness to fully embrace the spirit of Formula 1 excites us and makes us proud of this partnership.” Don’t let policy changes catch you off guard Stay proactive with real-time data and expert analysis Belvedere is the fourth LVMH brand to become an official partner of F1 since the announcement of the pair’s tie-up watch brand Tag Heuer was unveiled as F1’s new timekeeping partner supplanting Rolex while fashion house Louis Vuitton has become an official F1 partner and the title partner of the 2025 season-opening Australian Grand Prix luxury champagne brand Moët & Chandon was announced as the official champagne of F1 gaining a presence at every race across the F1 calendar as well as the title sponsor of the Belgian Grand Prix F1 has secured other several commercial partnerships including a title sponsorship extension for the Singapore Grand Prix with national carrier Singapore Airlines through the 2024 season MSC Cruises will again put its name to a trio of grands prix – in Austria UK-based F1 team Mercedes-AMG Petronas has announced lifestyle accessories brand Mous as an official supplier for the upcoming season Mous has launched an official Mou x Mercedes-AMG F1 Team Backpack which will be used by the team’s engineers The pair will also collaborate throughout the season to develop a range of premium travel and tech accessories featuring exclusive designs based on the team chief commercial officer at Mercedes-AMG Petronas F1 said: “Mous stood out as the ideal partner the team secured Adidas as an apparel partner in a deal that will see the German sportswear brand manufacture a range of clothing for the team including sportswear and team apparel for Mercedes drivers Adidas will also produce footwear and accessories as part of the range The 2025 F1 season starts with the Australian Grand Prix on March 16 and will end with the Abu Dhabi Grand Prix on December 7 Give your business an edge with our leading industry insights View all newsletters from across the GlobalData Media network With its world-famous black run and cinematic mountain views there couldn’t be a better place than Wengen for this chic new Beaumier Group opening Lifestyle | Travel Sign up for the best picks from our travel I have been to dozens of ski resorts, and typically the airport transfer is the lowlight of the week, as a packed coach lurches around zig zag bends, presenting the ultimate challenge in motion sickness. Arriving at Wengen in Switzerland is that is the ultimate ‘Accidentally Wes Anderson’ experience Wengen is a car-free Alpine village that can only be reached by tourists via a charming cog railway named ‘Wengernalpbahn,’ which is painted on it in graphic yellow and green On board you’ll be treated to the most magnificent While many ski villages have lost their quaint magic to a rowdy après crowd it’s not surprising that the French hotel group Beaumier decided to open the first five star resort in Wengen restoring two neighbouring “Andersonian” grand dames in the shadow of the Jungfrau as Grand Hotel Belvedere however Wengen has a landscape so majestic it’s long been associated with mythical storytelling J.R.R Toklein stayed at the original Grand Hotel Belvedere and it is thought that the valley inspired his fantastical Middle Earth in Lord of the Rings The surrounding area has been the home of a Bond villain’s lair (in On Her Majesty's Secret Service released in 1969) welcomed wizards for the filming of Fantastic Beasts: The Crimes of Grindelwald and was the birthplace of Princess Leia as the galaxy Alderaan was filmed here in Revenge of the Sith the Jungrau region has had an Emily In Paris-like endorsement by Netflix starring in the South Korean Blockbuster series Crash Landing on You which has caused the area to attract many Asian visitors who now even have to pay for a photograph at one lakeside filming location However, you won’t find a backdrop more spectacular than my balcony at the Grand Belvedere hotel, which has charming white ornamental railings, sunny yellow scalloped awnings, a prime view of the valley below, and is soundtracked by nearby church bells. Yes, I spent longer than I wish to admit out here documenting my Perfect Moment ski look Alpine decor can easily tip into naff territory however the Grand Hotel Belvedere manages to tap into a nostalgic cabin aesthetic The interior design team Complete Works cleverly played into the duality of the two restored hotel buildings — the first has a more modern while the second (which is due to open in May 2025) is more classical with a historically protected lobby with restored wood carvings hand-painted frescoes and original chandeliers This blend of contemporary and tradition gives guests the chance to experience two different Alpine worlds within one resort Each room is designed to be like your own wood-lined cabin Panoramic windows and strategically placed balconies make the view the star of the show — even my bathroom had a hatch-like window so I could still see the mountains while showering nestled up in the roof of the second soon-to-open building are best for those who want a traditional Swiss Alpine experience Wengen is perhaps best known for the longest World Cup downhill run in the world Thrillseekers will enjoy launching onto the famed black run from a wooden starting hut where you tap your ski pass to have a World Cup-esque countdown and can hear adrenaline-raising rock anthems pumping from the nearby Start Bar as you propel into the challenging slalom — Meat Loaf’s A Bat Out Of Hell was my blood-pumping countdown track Thrillseekers will enjoy launching onto the famed black run from a wooden starting hut where you have a World Cup-esque countdown and can hear adrenaline-raising rock anthems Rather than formal service, the staff at the Grand Hotel Belvedere chat to you like you’re a friend — on the first night, one of the team’s avid snowboarders indulged my husband in over an hour of piste chat, plotting out where we should traverse over our two-day trip. They felt genuinely invested in our skiing adventures asking what number we made it up to onto the speed check and which were our favourite runs They certainly have the expertise to help you unlock the best mountain experience however this hotel is so much more than a skiing bolthole This was reflected in just how many of the guests weren’t decked out in skiwear at breakfast showing you don’t need a ski pass to experience the magic of Lauterbrunnen Given climate change is shortening ski seasons it is wise that Beaumier is positioning this hotel as a year-long destination attracting crowds long after the snow has melted It has assembled an impressive menu of activities sailing and mountain biking (to name a few) in summer as the hotel also hosts history tours of the village a cooking class where you make the perfect pear tarte tatin and authentic Swiss fresh pasta Or there’s outdoor yoga with the option to take a savasana among the trees We signed ourselves up for the mixology class which was a fun alternative to the usual après drinks where we hopped behind the Bergwald bar and made our own cordial diffused apples and did a lot of stirring and shaking to whip up two of the signature locally-sourced cocktails on the menu — the Mountain and an Apple Brandy Sour I also recommend you indulge in a fireside hot alpine cider at least once during your trip taking a book from the hidden library nook All of the menus celebrate local flavours and ingredients — the fine dining restaurant will open in May while restaurant Waldrand is more relaxed with a shared menu of Alpine classics Älplermagronen (a Swiss mac and cheese) is the ultimate crowd-pleaser while the raclette-laden burger is just what I wanted after completing the Lauberhorn in zero visibility The chef Will Gordon is vegan and while I’ll admit I had some real concerns about the plant-based cheese fondue it completely surprised me and was a delicious lighter twist on the indigestion-inducing classic with raw green peppers and garden potatoes for dipping was the cheese toastie packed with dijon mustard and pickled gherkin from the all-hours snack menu — the ultimate après bite or midnight snack The only disappointment was that the spa isn’t opening its doors until June which will be an ambitious brutalist structure jutting out from the hillside an if-you-know-you-know brand which uses luxury Alpine ingredients sourced from Austria and Switzerland it’s guaranteed to be the ultimate indulgence to tempt you away from mountain activities It’s a good excuse for me to take another ride on the Wengernalp Doubles start from £309 per night. beaumier.com The second hotel building will open on 1 May Travel to the mountains can be arranged with Travel Switzerland. myswitzerland.com Fly from London to Zurich year-round with Swiss. swiss.com Skiset in Wengen village offers ski hire to Baumier guests. skiset.co.uk The best hotels in the Maldives — for every budget How to ace a solo trip to Marrakech: The best stays The Torridon: the old school Highlands hotel where you can live out your The Traitors fantasy The chicest ski hotels in Europe — from authentic alpine chalets to a converted hospital Prince Louis steals the show at VE Day parade as he keeps dad William looking sharp and mimics brother George Prince Louis steals show with sweet antics at VE parade VE Day 2025 fashion: best looks from the day VE Day 2025 fashion: Princess of Wales to Lady Victoria Starmer Royals watch historic flypast as huge crowds turns out for VE Day 80th anniversary  Royals watch historic Red Arrows flypast for VE Day 80th anniversary Stacey Solomon 'regrets doing reality show with Joe Swash' for tough reason Stacey Solomon 'regrets reality show with Joe Swash' for tough reason David Beckham’s 50th birthday bash in London 'shut down' by council over noise complaints David Beckham’s 50th birthday bash 'shut down' over noise complaints LVMH-owned Belvedere has partnered with Formula One to become the championship’s official vodka Paris-headquartered LVMH and Formula One announced a 10-year global partnership for the championship’s 75th anniversary The partnership will begin in 2025 and involve LVMH brands such as Louis Vuitton and Tag Heuer Belvedere plans to ‘draw from its long-lasting expertise in crafting one-of-a-kind consumer experiences to entertain racegoers and fans alike’ said: “I am immensely proud of the partnership between Belvedere and Formula One but as the embodiment of the festivities and the entertainment.” The collaboration will kick off with the House of 10 a ‘signature night experience’ from Belvedere with the brand hosting an official after-party for the Formula One Louis Vuitton Australia Grand Prix 2025 (13-16 March) in Melbourne added: “Formula One has always been the symbol of prestige which is why we are so thrilled to welcome Belvedere as our first official vodka partner Their willingness to fully embrace the spirit of Formula One excites us and makes us proud of this partnership.” LVMH’s wine and spirits sales dropped by 8% last year Last month, Moët Hennessy welcomed a new CEO LVMH-owned Glenmorangie recently collaborated with American actor Harrison Ford on a three-year campaign The Home Office is ending a £2bn contract with one of the government’s biggest providers of asylum accommodation over concerns about the company’s performance Stay Belvedere Hotels provides around 25% of asylum accommodation across the UK – including 51 hotels and the soon-to-close Napier Barracks in Kent The Home Office said that SBH Limited was being removed from government asylum accommodation operations following “concerns about its performance and behaviour as a government supplier” The department said the decision followed an “examination of its contract and contractual arrangements with the Home Office” which began under the last government in 2019 It said the earliest point that the contract could be exited without a break cost would be September next year.   Border-security and asylum minister Dame Angela Eagle said that since taking office the new government had been looking closely at provision of asylum accommodation in particular the quality of services offered and value for money for taxpayers we have improved contract management and added more oversight of our suppliers of asylum accommodation,” she said “We have made the decision to remove Stay Belvedere Hotels from the Home Office supply chain and will not hesitate to take further action to ensure Home Office contracts deliver for the UK.” The Home Office said “robust plans” were being put in place to ensure asylum services continued operating as normal during the transition from SBHL and that there would be “as little disruption to asylum seekers and staff as possible” It added that the department was working closely with the Ministry of Housing Communities and Local Government "on a sustainable and value for money plan on asylum accommodation” Read the most recent articles written by Jim Dunton - ALBs announce job-share chief exec appointments © Political Holdings Limited document.write(new Date().getFullYear()); LVMH strives to ensure the long-term development of each of its Maisons in keeping with their identity BackCOMMITMENTSCommitted to positive impact environmental and cultural initiatives with a long-term vision The Group works closely with numerous stakeholders that address important social issues BackMAISONSLVMH is home to 75 distinguished Maisons rooted in six different sectors each of our brands builds on a specialty legacy while keeping an unwavering focus on the exquisite caliber of its products Home Wines & Spirits Home Fashion & Leather goods Home Perfumes & Cosmetics Home Watches & Jewelry Home Selective Retailing Home Other activities BackJOINUSWith more than 75 prestigious Maisons covering six business sectors, LVMH offers boundless opportunities. Join us! LVMH x FORMULA 1®InvestorsBackINVESTORSLVMH with 84.7 billion euros revenue in 2024 and a retail network of over 6,300 stores worldwide REDUCED ENERGY-RELATED CO2 EMISSIONS SINCE 2012 Next slide Visit the People Gallery All news Wines & SpiritsAo YunDiscoverAo Yun Next slide Discover our 75 Maisons Next MaisonBelvedere Our MaisonsWines & SpiritsBelvedereCOPYRIGHTS A new selective licensing scheme in the London Borough of Bexley came into force last week all privately rented properties in the Belvedere council ward need to be licensed unless a statutory exemption applies.  Bexley Council has developed a simply online postcode checker so landlords, agents and tenants can check if their property is withing the selective licensing area. It can be accessed via the council’s website Bexley Cabinet Member for Communities and Housing “The new Selective Licensing scheme in Belvedere has been widely consulted on and I’m pleased to see that a number of local landlords have already submitted their applications to be part of it A Selective Licensing scheme is put in place to make sure that rented properties are properly managed and to address poor property conditions “This is to not only improve the standard of living for tenants but to make sure that residents close by are able to rest assured that the properties are being looked after and are well managed If you are a landlord with a property in this area please go online and make your application as soon as possible.” The selective licensing scheme in Belvedere came into force on 13 January 2025 and lasts for five years Landlords and agents with properties in Belvedere can make submit their licence application using an online application system on the council’s website Landlords and agents operating in Belvedere who fail to submit a licence application could face prosecution in the Magistrates Court and a criminal record or receive a civil financial penalty of up to £30,000 Our free guide containing more information about property licensing and HMO planning restrictions in Bexley is available here For all the latest news and events, you can sign up for the free London Property Licensing newsletter here Formula 1 has announced Moët Hennessy luxury spirit as the sport’s first-ever official vodka partner Making its first foray into global sports sponsorship the Polish vodka brand’s partnership with Formula 1 will officially begin at the Australian Grand Prix from 13th to 16th March where it will host the race’s official after party “Formula 1 has always been the symbol of prestige “I am immensely proud of the partnership between Belvedere and Formula 1 Subscribe to the Sport Industry Daily for regular updates on the biggest stories and latest news in the sport industry Sign up today for the latest news in one daily email Polish brand Belvedere vodka has entered into a partnership with Formula 1 yet there also been many major sponsorship deals involving non-alcoholic brands in the sport Belvedere has become the first ever official vodka of Formula 1 and is part of the LVMH stable which recently began a 10-year global partnership deal with Liberty Media there has been an increasing pattern of Formula 1 teams finalising sponsorship agreements with non-alcoholic brands such as Ferrari signing up for a multiyear deal with Italian beer brand Peroni Nastro Azzurro 0.0 A recent marketing campaign has intensified that relationship It’s a similar deal to what has been agreed between the McLaren team and Estrella Galicia 0.0 who are owned by Spanish brewers Hijos de Rivera both parties began collaborating six years ago Heineken has been a global partner of Formula 1 since 2016 and they agreed to extend joining partnership two years ago where the new phase in their partnership will focus on responsible consumption and the promotion of the Heineken 0.0 brand a huge figure in the sport who has won the last four World Drivers’ Championships has been tasked with being the ambassador for Heineken’s zero alcohol product The relationship between alcohol branding and Formula 1 goes back a long way, beginning in the 1970s with firms such as Martini and Johnnie Walker becoming part of the sport’s advertising profile, establishing what is now a long-running tradition It’s a partnership that is mutually beneficial as brewers like to capitalise on the sport’s global footprint while Formula 1 teams can invest sponsors’ capital to meet the huge costs of participating in motorsport at the highest level the question is whether Formula 1 will lean towards more sponsorship arrangements with non-alcoholic brands in light of government pressure and regulations Reviewing the position of the sport and drink branding the chief growth officer of Asahi Europe & International Nathalie Pfaff said: “We see partnerships in sport including Formula 1 are important as they enable our brands to reach a broader adult audience something increasingly difficult to do via traditional media.“  “While we cannot speak for the industry as a whole or predict the future in terms of regulation our aim is to drive recognition and awareness for Peroni Nastro Azzurro 0.0%.”  RTR Sports is a sports marketing agency focusing exclusively on motorsport executive marketing and commercial Silvia Schweiger assessed the situation: “There are two things to consider here Formula 1 is quite possibly the world’s most powerful sports platform at the moment and brands all over the world are eager to tap into its strategic positioning.”  are shifting their weight towards non-alcoholic beverages it is not likely that alcohol brands will disappear anytime soon from the motorsport landscape and go the tobacco way their communication will be more and more fine tuned towards the market’s needs.” She explained The Middle East poses a significant issue for Formula 1 and alcohol sponsorship and advertising and there are three races as part of the season in the region taking place in Bahrain alcohol brand advertising is strictly forbidden although some restrictions were lifted for the World Cup in Qatar in 2022 Drinking is allowed in Qatar and Bahrain in premises such as hotels a strict prohibition on alcohol has been enforced since 1952 a shop was opened selling alcohol to non-Muslim expats where the clientele will be limited to diplomatic staff This can be seen as the kingdom loosening up its alcohol laws as part of the government’s Vision 2030 initiative a progressive development plan that includes entertainment venues and sporting locations has confirmed that the 2034 World Cup will be a dry affair alcohol sponsorship policies are covered by the Portman Group Code of Practice and include that drinks companies cannot sponsor or support anyone who is under the age of 18 and any brand names or logos must not appear on any merchandise drinks companies must try to access data on the expected participants audience or spectator profile to ensure that at least an aggregate of 75% are aged over 18 If an event does not meet that 75% threshold then sponsorship is more restricted to areas where those attending an event are at ages where they can legally drink Alcohol drink brands also have to show that they are committed to promoting responsible intake there is increasing evidence that younger people are turning away from alcohol consumption with health and well-being key reasons to becoming teetotal It’s a development that may lead to more non-alcoholic brands sponsoring Formula 1 events and teams in the future Pfaff told db that she believed that this would be the case: “In line with the overall trend towards living and maintaining a healthier lifestyle there is a strong trend towards moderation and drinking better And as the non-alcoholic category continues to grow it represents a significant opportunity.”  Asahi also offer Peroni Capri and Asahi 0.0 it’s anticipated that 20% of Asahi’s portfolio will comprise non-alcoholic products “Formula 1 will continue moving in two directions The first one is becoming a stronger platform for their partners to communicate The second is promoting the right messages to their global audience.” I am sure that if the popularity of non-alcohol brands keeps rising we will see more and more non-alcohol brands getting space on the cars and trackside.”  “The same happened with Cryptos currencies and AI services.”  Formula 1 also faces scrutiny with its alcohol advertising where critics have argued that associating a high-octane sport such as elite level motor racing and alcohol sends mixed messages Asahi said that a responsible message is at the heart of its Formula 1 sponsorship and it consistently enforces a ‘don’t drink and drive’ message This appears to be part of a growing trend as the sport’s organizers are more aware of promoting sensible communication over alcohol brands This means that every time you visit this website you will need to enable or disable cookies again.