NEW YORK, Jan 19 — Derek Zoolander, cinema’s favourite model half-wit, has been honoured with his very own vodka, aptly named “Blue Steel.”

In advance of the upcoming release of Zoolander 2 film, vodka maker Ciroc has launched a limited-edition Derek Zoolander Blue Steel bottle in a high-profile ad campaign shot by Mario Testino.

Flashing his trademark ‘blue steel’ gaze, pursed lips and all, Zoolander (Ben Stiller) holds a martini glass of Ciroc vodka in a sapphire blue suit, and is surrounded by a bevy of female models.

The limited edition bottle is filled with the brand’s flagship Ultra-Premium Vodka, distilled from French grapes.

Ciroc has a strong record of celebrity tie-ins, with rapper and entrepreneur Sean “Diddy” Combs one of its partners.

The Ciroc partnership is the latest in a major marketing campaign to promote the long-awaited sequel to the original Zoolander film, a satire on the fashion industry which became a cult hit when it was released in 2001.

Vogue magazine also got on board and features Stiller on the February cover with Penelope Cruz.

And during the Golden Globes earlier this month, Fiat Chrysler aired a cheeky commercial with Zoolander at the wheel who admits to being guilty of “driving while hot.”

Ciroc’s Derek Zoolander Blue Steel vodka hits shelves this month and retails for around US$55 (RM241) for a 70ml bottle.

Zoolander 2 stars Stiller, Owen Wilson, Penelope Cruz, Will Ferrell, Benedict Cumberbatch and Kristen Wiig and hits theatres on February 12. — AFP-Relaxnews