French drinks firm Belvedere has signed a multi-year partnership deal with actor and producer Bruce Willis to promote its Sobieski Vodka brand. 

As part of the deal, announced today (23 April), Willis will appear in a Sobieski Vodka print-digital advertising campaign and at events in select markets throughout Europe and China.

"We couldn't be more pleased with the partnership," said Krzysztof Trylinski, general manager of Groupe Belvedere.

Through its creative "Truth in Vodka" campaign, Sobieski is urging consumers to focus on "what's in the bottle - not gimmickry marketing nor fancy packaging". 

Last week, Belvédère Duty Free appointed Kyndal India PVT as the duty-free and domestic distributor of Danzka and Sobieski vodkas throughout the Indian subcontinent.