By Sacha Delfosse
Belvedere Vodka has teamed up with international AIDS charity (RED) and launched a special edition bottle, (Belvedere) Red, to help raise money to help in the fight against AIDS.
Half the profits from global sale Belvedere Red will go to the Global Fund, which finances programs to fight HIV/AIDS in Africa, and Belvedere has also enlisted recording artist Usher to unite consumers and help raise awareness.
Belvedere believes that as one of the world’s leading spirit brands it is in a unique position to harness the power of its customers to benefit the millions of people who are at risk, or are living, with HIV.
“(RED) was created out of a simple idea to harness the collective power of consumers and help others in need. It isn’t a charity, but rather a business model designed to create a sustainable flow of money from the private sector to help eliminate AIDS in Africa,” Belvedere Vodka Australia marketing manager, Sarah Bentley, said.
“We encourage Belvedere Vodka lovers in Australia to buy the Special Edition Bottle – and at no extra cost to them, 50 percent of the profits will be sent directly to the Global Fund, which is the world’s leading financier of programs to fight AIDS, tuberculosis and malaria.”
(Belvedere) Red has an RRP of $65 and is available in Australia at a wide range of outlets including retail stores, nightclubs, bars, restaurants and airports.