Marketing website BuyYourFriendADrink.com has launched a new partnership with "Buy Your Friend a Belvedere", an initiative designed to offer the first spirit branded gift card for on-trade purchase in the US.

As of today (27 March), the programme allows consumers to "buy" their friends a cocktail made with Belvedere vodka with the purchase of a gift card via the website (www.buyyourfriendabelvedere.com). Recipients can then redeem the gift card at a bar or restaurant that is part of the BYFAB network.

"We are extremely excited to be the first spirits brand to partner with the innovators at BuyYourFriendADrink," said Emily Cohen, brand director of Belvedere. "This programme will open new doors for us, expanding our consumer base, allowing people to more easily enjoy a Belvedere cocktail at the hottest bars and clubs across the country."

"Everyone likes it when someone buys them a drink and we're thrilled to partner with Belvedere to take the service to a 'top shelf' level," added Steven Cohn, founder and CEO of BuyYourFriendADrink. "Our goal is to provide users with a fun and innovative way to connect with friends when they can't get together in person."