Belvedere Vodka goes red to fight AIDS

By Becky Paskin

22-Sep-2011 - Last updated on 23-Sep-2011 at 08:12 GMT

Half the profits from BELVEDERE (RED) will go towards fighting malaria, AIDS and tuberculosis

Premium vodka Belvedere is to launch a special edition bottle with (RED), half of the profits from which will go towards the Global Fund to Fight AIDS, Tuberculosis and Malaria.

(BELVEDERE) RED Special Edition will be available to the ontrade in 70cl and 1.75cl branded bottles from 26 September through Moet Hennessy.

To support the UK launch, Belvedere has invested £200k in a marketing campaign including a social media programme featuring record artist Usher.

Charles Gibb, president of Belvedere and Millennium Imports, said: “Belvedere Vodka is delighted to join (RED) in the fight against AIDS by helping to raise funds generated from the global sales of (BELVEDERE)RED.

“As one of the world’s leading spirit brands, we are in a unique position to harness the power of our customers to benefit the millions of people who are at risk, or are living, with HIV. We want to raise consumer awareness and incite more global action to eliminate AIDS in Africa. Our message is simple - (PRODUCT)RED helps saves lives.”