Belvedere Vodka has been trying to go for the cutting edge lately. First there was the racy ad campaign with art photographer Terry Richardson, shown at left, now the company is launching a new branded gift card program with BuyYourFriendADrink.com. This is the first time that a spirits brand has offered a branded gift card for on-premise purchase through the company. The way it works is that you visit the BuyYourFriendABelvedere.com website and purchase a gift card for any dollar amount. The recipient can redeem the gift card or a Belvedere drink at participating bars and restaurants. Of course it does require knowing the email of the person you want to give the drink to so it's not so great for sending a drink to that hot stranger across the room.

[via Wine & Spirits Daily]