Gabbriette Fronts Belvedere's Espresso Martini Campaign

Model and musician Gabbriette Bechtel, known as Gabbriette, is the face of a new Belvedere campaign built around the espresso martini.

Belvedere, the premium Polish vodka owned by LVMH Moët Hennessy Louis Vuitton, has tapped her for three short films and a set of still images, according to WWD. The work is called the Dirty Hour campaign. It takes its cue from Belvedere Dirty Brew, a coffee-flavoured vodka.

The films lean into ASMR, the close-mic, sound-first style made to give viewers a tingle. Think ice clinking. Liquid pouring. A spoon scraping ice cream. Each film centres on a different serve made with Dirty Brew.

All three are twists on coffee and vodka. One is an affogato with ice cream. One is a boozy latte. One is an espresso martini. Gabbriette has described the espresso martini as her drink of choice.

That choice fits her public image. Gabbriette first drew attention as a member of Nasty Cherry, the punk-rock band, before building a parallel career in modelling and social video. Belvedere chief marketing officer Gemma Parkinson is listed behind the launch.

Dirty Brew itself is pitched as an organic, coffee-infused vodka expression. Belvedere has described it as having deep coffee notes, and says it can be served straight up, stirred into coffee or drizzled over dessert, according to the brand's site. It was set for a nationwide launch in the United States with a 1 April shelf date, according to Chilled Magazine.

The brand has already tested the format in person. Guests at its Club Dirty Brew event in London sipped chilled Dirty Brew from porcelain espresso cups and drank espresso martinis, according to Dazed. The wider visual language blends paparazzi-style flash with high-fashion styling, Belvedere says.

What makes this stand out is the pairing. Gabbriette brings a late-night, off-duty energy. Belvedere brings a polished vodka house. The campaign, described as irreverent in coverage by Yahoo, meets in the middle over coffee.

For fans, this means more Gabbriette on screens and in print. Three films. A run of portraits. And plenty of espresso martinis.