Sobieski Vodka has become one of the fastest growing vodka brands in the U.S. in just a short time. After entering the market in January 2007, Sobieski hit the one million case mark during fiscal 2011, which Imperial Brands ceo Chester Brandes told WSD was their goal from the beginning. Its success was largely built on its "Truth in Vodka" campaign, which pokes fun at its vodka competitors and claims that vodka doesn't need to be expensive to taste good. Bruce Willis, who is part owner of Sobieski, has since joined the campaign in a series of webisodes alongside Krzysztof Trylinski, chief executive officer of parent company Belvedere S.A.