I don't really care that luxury has apparently been reborn. I do care that the use of the word "macerate" in Belvedere vodka's new campaign is a really smart choice.
So many vodka brands when trying to describe flavoured vodkas stick with common descriptions such as "infused", "blended", or "distilled", all of which are not colourful enough to really enable consumers to picture actual fruit. When you have a clear vodka as your product it's difficult to reference real fruit since the product you're showing does not look like it has real fruit due to the lack of the actual colour of fruit juice. Therefore, there is a built-in stigma of artificial flavouring. As such, when told that real fruit has been paired with the vodka, many consumers cry bullshit. At least the ones who care (aka the luxury market).
Belvedere seems to cajole consumers into buying into this "real fruit" sell by selecting a word for their headlines that is unique -- and therefore memorable -- and that immediately conjures up an image of muddled fruit being broken down and soaking up vodka. It's really the perfect word for a flavoured liquor. "Macerate" also has the added plus of sounding like the word "masticate", which as we know means chewing food.
The only downside is that you still have the problem of the product being clear. Belvedere tried to circumvent this by putting an image of muddled fruit at the bottom of the bottle's label, which gets the point across, but again reminds us that there is not actually fruit in here. It would change the visual identity, but perhaps if they used an opaque or black bottle it would not be so noticeable.
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