Belvedere Club Dirty Brew: Coffee Vodka Launch on National Coffee Day
The Brief
Belvedere was launching Belvedere Dirty Brew, its coffee-infused vodka, and wanted New York to taste it on National Coffee Day, September 29, 2026. Working with the agency LaForce, the idea was Club Dirty Brew: a coffee club on Manhattan West Plaza with a bar truck, cocktails, a DJ and photo moments, open to anyone walking through one of the busiest plazas on the West Side.
Why NVS
A spirits launch in a public space usually needs a designer, a fabricator, a vehicle vendor, a bar company with a license, a furniture rental house, a DJ company, a security firm and a photo and video crew. We did all of it. NVS designed the activation, handled permitting with Manhattan West, built the truck and the set pieces, developed the drinks, served them under our own liquor license, ran food service and security and filmed the day, so LaForce had one team and one point of contact.
Designed In-House
We designed the full layout and every element in it: the bar truck, the gold mirror wall, the walk-in photo booth, the neon sign wall, the DJ booth, the lounge and the branded cart. Everything followed Belvedere’s black-and-gold Dirty Brew look, with the hand-drawn Club Dirty Brew logo turned into 3D lettering, neon and print.
The Bar Truck: a Kurbmaster With 3D Drip Lettering
The centerpiece was our Kurbmaster, finished in matte black with oversized 3D gold Club Dirty Brew letters and drip elements running down the body, built and installed in our shop. Inside, we built out the bar with lit shelving for product, a neon logo and a service window sized for a steady line of guests.
Behind the build
Drinks: Flavored Foam and a Printed Logo
We developed the drink menu with the brand around Dirty Brew, including a flavored foam topped with a printed Club Dirty Brew logo, so every cup doubled as a photo. Before the event we hosted a tasting for LaForce and the Moët Hennessy team to approve the menu. Baked goods from L’Appartement were served from a Belvedere-branded cart.
Permits and Our Own Liquor License
Serving vodka on a public plaza is where most activations get complicated. We handled permitting and venue approvals with Manhattan West. NVS holds its own liquor license, so we served the drinks ourselves, with no outside bar company to book and brief. We also provided the security team for the event.
Photo Moments, Lounge and DJ
Guests moved from the truck to a gold mirror wall, a walk-in photo booth filled with oversized gold coffee beans and a neon Club Dirty Brew wall. We installed carpet across the activation, rented and styled the lounge furniture, built a custom DJ booth and supplied the DJ equipment. Our crew shot the photos and video you see on this page.
Seen on Social
Club Dirty Brew was built to be filmed. Guests and creators posted it all day on TikTok and Instagram.
For Spirits, Wine and Beer Brands
Club Dirty Brew is the kind of liquor brand activation NVS is set up for. We hold our own liquor license, develop cocktails and run tastings, prep food in our licensed commissary kitchen, file the permits, bring a bar truck from our own fleet or build a pop-up bar in our shop, and staff it with bartenders and security. One team, from the first sketch to the last pour.
Can NVS serve alcohol at a brand activation?
Yes. NVS holds its own liquor license, so we can serve your product at a pop-up, a sampling event or a launch without bringing in an outside bar company.
Do you develop the cocktails and food?
Yes. We develop the drink and food menu with your team, host a tasting for the brand and agency, and prep in our own licensed commissary kitchen.
Can you run a pop-up bar in a public space in New York?
Yes. We handle permits and venue approvals for plazas, streets and private venues, and provide security with age checks on site.
More food and drink activations: Lipton iced-tea sampling truck, Pure Leaf × The Cut mocktail truck, Grayscale × Citroën espresso truck, Under Armour coffee truck, Danhausen custom popsicles for ESPN × WWE, Nathan’s at Yankee Stadium, KFC Sundays restaurant takeover and the Jo Malone ice cream hut.
What NVS Provided
- Full activation design and layout
- Branded Kurbmaster bar truck with 3D gold drip lettering and interior bar build-out
- 3D logos, neon signs and all event signage
- Gold mirror wall and walk-in photo booth with oversized gold coffee beans
- Belvedere-branded cart
- Permitting and venue approvals at Manhattan West
- Drink development, including flavored foam with a printed logo, and a tasting for LaForce and Moët Hennessy
- Food service with baked goods from L’Appartement
- Drinks served under NVS’s own liquor license
- Custom DJ booth and DJ equipment
- Furniture rental, carpet installation and interior setup
- Security
- Photo and video production
Brand: Belvedere Vodka (Moët Hennessy) · Agency: LaForce · Venue: Manhattan West Plaza, New York · Date: September 29, 2026 (National Coffee Day) · Baked goods: L’Appartement
See the full photo set in the Belvedere Club Dirty Brew portfolio.
Planning a launch like this? See our pop-up fabrication, experiential vehicles and brand activations, or tell us about your project.