Belvedere Vodka has kicked off a new platform, “Made With Nature,” that reflects the craft, healthier-lifestyle and sustainability movements. This includes the launch of a new product, Belvedere Heritage 176.

“Made With Nature makes a clear statement about Belvedere’s natural philosophy and key points of difference — simple ingredients, zero additives, mastery in crafting rye to impart distinct taste and a dedication to nourishing the earth from which its precious Polska rye comes,” the company says.

With Belvedere Heritage 176, distillers applied fire to malt the rye before distillation, a historic technique that helped unlock richer flavors, the company says. Up until the 1890s, Polish vodka-makers relied on this old technique of malting rye: they used kiln-heating. Over time, as the vodka category expanded and technology evolved, these old traditions faded out, and vodka became more flavor-neutral. Now, Belvedere has returned to the malting rye technique. The result, Belvedere Heritage 176, is a vodka that is rich and full-bodied, the company reports, with hints of honey, walnut and allspice.

Belvedere will back up the new launch and platform with a series of videos meant to educate consumers about Polska rye and the brand’s production techniques. The :30 hero video and three :15 second spots have debuted globally.

“Many people do not realize that what sets Belvedere apart from other super-premium vodka competitors is that we are regulated by a strict Polish appellation,” says Rodney Williams, CEO, Belvedere Vodka. “In fact, Poland was the first country to appellate vodka that way France or Italy appellate wines. This dictates nothing can be added to our vodka.”

“The second element is that Belvedere exclusively uses the ancient grain of rye, which imparts richer flavor naturally,” Williams adds. “This is key as more people are consciously considering how products are made, what they are putting in their bodies and what the brands are doing for the world. They are looking to discover new and different yet natural taste profiles. That’s what we are striving to deliver with ‘Made With Nature.’”

The platform also launches with sustainability goals, including that all new product innovations are organic. The distillery has begun working on the transition to organic farming, with the goal of ceasing the use of pesticides within the next 10 years. The company has also started reducing plastic from shippers, and eliminating plastic straws from its events. Belvedere is actively auditing supply chain vendors to abide by a 100% green code of conduct, with the goal of reducing plastic by 50% by 2025.

The distillery is also set to reduce CO2 emissions by 80% by 2022, it reports, and achieve 100% renewable energy by 2025.

Heritage 176 is available now in more than 20 markets across the U.S. for a suggested retail price of $34.99 per 750-ml. bottle.