On December 22, 2009, Imperial Brands announced a multi-year partnership agreement with actor and producer, Bruce Willis, to promote Sobieski Vodka in North America, extending the relationship globally. As a part of the long-term investment, Bruce Willis has acquired 3.3% of Belvedere, the owner of Sobieski Vodka.
Through its creative Truth in Vodka campaign, Sobieski urges consumers to focus on what's in the bottle - not gimmickry marketing or fancy packaging. With the help of Bruce Willis, the brand will continue to raise awareness and debunk the myths surrounding overpriced vodkas. The straightforward messaging has clearly resonated with consumers who have embraced this honest, back-to-basics spirit, in record numbers. The partnership includes the usage of Bruce Willis' images in advertising as well as personal appearances in various events.
Sobieski is Poland's best selling premium vodka. Made from fine Dankowski rye, Sobieski recently added two new flavors, Cytron and Vanilia to their flagship brand.